What lessons can we learn from successful, heritage brands like Coke, and new players like BrewDog?, asks Christian Cook The most successful brands are not just about...
Opinion
Opinion: Embracing the power of digital nostalgia
Sales of vinyl records are soaring and Millennials are out chasing Pokémon, as the past and the future collide, how can brands build a bridge between the digital and physical? Simon Massey, global CEO at the Gild...
Opinion: What makes brand extensions succeed?
Brand extension has evolved dramatically in the past twenty years or so. Back then, there was a fairly gentle expansion of FMCG goods into adjacent product categories – Mars ice cream bars made huge news in 1988. Now...
Opinion: Do words still matter?
Donkey's years ago when Mr. B. Gibb opined "It’s only words, and words are all I have," was he devaluing one of the most precious things known to mankind? Only words! Bloody hell, Barry! Words are someti...
Opinion: Will brand UK be affected by Brexit?
How will brand UK and its largest organisations be affected by Brexit? Tom Adams, global head of strategy at FutureBrand, which organises the annual Country Brand Index, dissects Britain's nation brand...
Opinion: How membership organisations can build stronger brands
Customer testimonies are an old and popular way of waving a flag for your organisation, and in today’s age of digital marketing and sharing, they have become a powerful, and often double-edged, force. Yet few membersh...
Opinion: How does brand implementation impact on the bottom line?
At most branding events, there is a creative buzz in the air. The creative brand agencies are the ones that are celebrated for the development of strong visual identities and inspiring values. However, It was interest...
Opinion: How can brands choose the best product names?
A brand name is the cornerstone of its positioning, the hook on which to hang its unique proposition and the definition of the brand’s distinctive tone of voice. It p...
Opinion: Rebranding for a new generation
Some brands rely on what has worked in the past, instead of looking to the future. Vince Kerrigan discusses the importance of rebranding for a new generation. Recent...
Opinion: Why are brands focusing on consumers, again?
Customer experience has become more important as brands, B2B and B2C alike seek to make their offer more diverse and more carefully catered to the needs of their stakeholders. Cameron Gunn examines this evolution...
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