When rebranding a global organisation, there is a fine balance to be found between central control and local responsibility. Often the decision and mandate to roll out a new brand is driven from the global headquarter...
Opinion
Opinion: How can an iconic brand rediscover the magic?
What makes a brand iconic? David Airey in his book, ‘Logo Design Love: A Guide to Creating Iconic Brand Identities,’ says in order to be called an icon, a brand must be “simple, distinctive, memorable and adaptable.”...
Opinion: Masking brand appeal
Cycling masks are an unsexy solution to an unsexy problem. Rupert Faircliff of Brandcap asks how can cycling mask brands overcome various obstacles to create genuinely desirable products?...
Opinion: How can brands take their tone of voice around the world?
Neil Martin from language agency the First Word explains the pitfalls and practical steps to making words work in different countries In our writing workshops, we oft...
Opinion: How can audio brands go beyond the 'bing bong?'
Audio branding should go beyond the 'bing bong,' says Roscoe Williamson. How can companies learn from the past and from their own sectors to craft a sonic logo that stands out?...
Opinion: Can older brands fight the flab?
For those brands pushing middle age, bloated visual identities are getting in the way of success. How can older brands learn from new upstarts in terms of brand simplicity? Steve Owen writes...
Opinion: The benefits of brand architecture
How can brands best manage their brand architectures to ensure commercial gain and as stronger brand? Anthony Cox discusses the value of a clear brand architecture As...
Opinion: Why do emotion-driven brands succeed?
Brand managers are no strangers to the value of tapping into their target audiences’ emotions. It’s a well known industry fact that Coca-Cola sells happiness and Apple, in its own words, focuses on delight, surprise,...
Opinion: Employer brand, beyond recruitment
From this month's Employer Brand Management conference, Gemma McGrattan discusses the extension of employer brand management According to LinkedIn, organisations...
Opinion: You don’t have a Glassdoor problem, you have a problem
Ahead of this week's Employer Brand Management conference, Kirsten Davidson discusses Glassdoor as a reflection of the employer brand. The conference will be held on 6 December in London...
- Opinion