Browsing: Branding
Brands are replacing sectors (and what this means)
Among the most widely used phrases in articles, conferences and meetings nowadays are variations on…
15 Most Drastic Logo Changes in Branding History
Most logo changes by big brands are subtle. Think Coca-Cola — since the 1880s, its…
The Body Shop rediscovers its mojo
The Body Shop, the health and beauty manufacturer and retailer, is making activism a core…
Why B2B brands need to invest in brand marketing
Creativity and storytelling were previously seen as a luxury afforded to B2C brands but B2B…
Five Steps to Building Trust With Thought Leadership
About 50% of B2B marketers believe thought leadership builds trust in their organization. However, among actual buyers,…
Why Ethical Honey Brands Need to Start Making a Noise
In an ideal world, mass honey producers would care more about preserving the environment than…
Could packaging play a new role in brand differentiation?
Both PepsiCo and Nestlé have announced some potentially significant packaging developments in the war on…
Deconstructing premiumisation with Ehrenberg-Bass
Premiumisation is about more than simply launching a premium brand – and even if it…
Is Your Brand Tailoring Messages or Stalking Consumers?
Personalized marketing is all the rage, but how can you walk the line between creepy…
How Brands Streamline Their Agency Partnerships
Shrinking media budgets, aggressive growth goals and ever-complex marketing needs are causing a shift in…