New York-based media agency Um has identified four key trends shaping contemporary consumer behaviour, and it has offered guidelines on maintaining brand relevance in the 'remix culture.’ Authenticity and identity...
Articles
Best country brands are positive and welcoming, report says
By looking at experience and purpose values, FutureBrand has examined the best ‘countrymakers’ and players in nation branding, showing how a country’s actions can influence perception and reputation....
Cancer Research UK launches new 'Pledge' campaign
Cancer is a word that carries with it the connotations of pain, suffering, loss and fear. Millions of people have succumbed to its deadly effects, and millions more are without a loved one because of it. Thus, medical...
Generation Z trusts brands over anything else, research shows
Media agency UM’s research on trust in media and advertising has revealed that generation Z trusts brands but feels stereotyped by the media. A quarter of the young p...
Travel companies rarely inspire trust or loyalty, survey shows
The holiday season can be the most popular, expensive and stressful time to travel. In that setting of general mania and panic, travellers have the choice between opting for the most budget-friendly booking options an...
Keep it simple, brands
Simple brands simply succeed. Brand consultancy Siegel+Gale has known this since its inception. It also puts simplicity to the test every year in its ‘World’s Simplest Brands’ research....
Brands bid customer loyalty goodbye
International brands with net worths of billions don’t hesitate to invest in advertising campaigns with the hope of reaching a wide audience and connecting with it. The market however, is not the same as it used to be...
Brand profile: Kohler
Kohler’s global faucet design strategy was revolutionised due to cultural research that helped the company maximise its product range, while at the same time driving internal change within the business. Brittany Golob...
Five minutes with Chris Christodoulou
With the proliferation of media opening up a sea of possibilities for brands to tell their story through technology, it has never been a better time to be a content creator. Chris Christodoulou, CEO of London-based cr...
Crafting a strong employer brand strategy
Employer brand management has been pushed up the corporate agenda in recent years. Communicate magazine, in collaboration with Emperor, has carried out research into the employer brand. Comparing the results from 2015...