The luxury travel sector is a lucrative, yet competitive, market. In a bid to stand out, Sovereign Luxury Travelhas rebranded as Sovereign – Paradise Found. A new visual identity, designed by London-based SomeOne, will drive this m...
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ZTE’s brand catches up with its global reach
ZTE, a Chinese telecommunications equipment and systems company, has westernised its brand by dropping the Chinese characters in its logo and introducing an English slogan with, arguably, western associations. The company has also...
Luxury brands continue to resist social media
While the majority of consumer brands embrace social media as a tool for connecting with their customers, some luxury brands are yet to accept the medium for fear of losing their valuable exclusivity. A recent report by NetBase sho...
New brand celebrates data technology
Hard disk manufacturer, Seagate, is at the forefront of technology, albeit in a largely uncelebrated role. The American data storage company has recently revealed a rebrand that celebrates its important role in modern society and c...
Charitable brand strategy
The Water Trust turned to Prophet brand consultancy to refine and strengthen its brand in the hope that it would better supplement its future initiatives. The charity found that its positive attributes were accountability, transpar...
Sony suffers since cyber-attacks
The bizarre story of a leaked US blockbuster about North Korea leader Kim Jong-un being assassinated is escalating to an alarming scale with North Korea threatening to retaliate against the US. The whole saga has had a disastrous e...
King’s rebrand put on ice
King’s College London has pledged to revisit its rebrand plans in the face of backlash from its students. The rebrand, created with Saffron brand consultancy, included renaming the university King’s London in a bid to emit confusio...
The Partners create new brand for Hong Kong art event
At the beginning of December, Hong Kong Art Gallery Week showcased artwork from over 50 local galleries and museums. The new brand was created by brand consultancy, The Partners. The project aims to promote local and independent ga...
Chinese airline fights back
In China’s age of austerity, brands that deliver premium and luxury services are feeling the pinch. In a bid to appear modest, Chinese government officials are no longer eating extravagant meals or staying in luxury hotels. This ha...
Determining, deploying and managing the employer brand
“When we think about employer brand, we’re actually talking about the personality of the business,” says eBay’s head of strategic communications Ben Matthews at December’s Employer Brand Management conference. With speakers ranging...
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