Featured articles
Read More
Read now:65% of marketers fail to meet basic knowledge benchmark, reveals Ipsos study
In a landmark study from Ipsos, trained marketers outshine their self-taught counterparts in every category
Read More
Read now:“How to build better agency partnerships” – according to experts on both sides
From CMOs to agency consultants, marketing leaders on both sides of the fence share their view on getting the best out of client-agency partnerships
If the old logo ain’t broke, fix it anyway: Ritson’s rules for playing with brand codes
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the ...
Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but ...
John Lewis the landlord? Welcome to brand extension nirvana
Even if John Lewis cocks up in its bid to rent homes to the masses, the blowback on its ...
Three axioms and three questions that summarise all of brand strategy
Brand strategy is not complicated, it’s just the systematic application of the basics all ...
Coronavirus won’t hurt Corona, it will actually boost sales
Brands from Marmite to Peloton have shown negative publicity is beneficial if it doesn’t ...
Ignore all the waffle and set time aside for strategic thinking
Instead of reading articles about the latest technological trends, marketers should spend ...
Burberry’s luxury repositioning won’t work, it’s not in the brand DNA
After dispensing with chief creative officer Christopher Bailey, new Burberry CEO Marco ...
Can AB InBev avoid killing its craft beer brands?
Most marketers at big corporations don’t have to worry about the credibility of their ...
Coke’s ‘one brand’ strategy highlights one of the great marketing themes of our lifetime
The single most important piece of brand theory of the past quarter century was published ...
