Putting B2B audiences first, VF Corporation opens the doors to its branded experience at its London headquarters. Brittany Golob explores the new space and the company’s approach to digital, sustainability and design...
Articles
Sustainability, product innovation can build stronger brands
Innovation is a key aspect of product design, particularly in a competitive marketplace. Concerns about sustainability, social media friendliness and price plague FMCG and retail product manufacturers; add to that mix...
Opinion: What is the value of ownable shapes in confectionery?
Memorable shapes and 3D brand touchpoints are key to the success of confectionery branding. How do iconic brands approach the brand and packaging decisions of the Christmas season?...
Five minutes with Helen Normoyle
As the marketing director at British pharmacy giant Boots, Helen Normoyle has had to contend with the changing high street, the rise of lifestyle brands and a corporate rebrand in managing Boots’ marketing strategy. W...
Brand experience: Galeries Lafayette
Pursuing a strategy that transcends the use of digital as a simple tool or tactic, France’s Galeries Lafayette is creating a new kind of retailer that unites the digital and physical worlds to ensure a more authentic,...
Opinion: How can brands legally protect IP rights in the wake of Adidas three stripes' ruling?
A recent decision of the EU General Court upholding the revocation of Adidas's three-stripe trademark serves as a stark reminder that even the monopoly rights of the big brands can be successfully challenged, part...
Zara logo redesign sparks debate among brand experts and consumers
A new season, a new collection and a new logo for Zara. Last week many noticed the removal of the sans serif font, that Zara has toted since 2010, and in its place a new overlapping font was revealed....
Adapt or die
Crafting a lifestyle brand that can interact with and even shape culture, while still strengthening its core proposition, requires a level of adaptation and flexibility that can make or break a company’s success. Brit...
Waitrose packaging free from food allergies, full of flavour
The British free from category is becoming intensely competitive as supermarket own brands duke it out with prominent and upstart independent brands on limited shelf space. In the midst of that battle is the fact that...
Dead Sea beauty products reinvigorated by updated positioning
Skincare products from the Dead Sea are some of the most sought after in the world. The industry is a major one for Israel and Jordan – which both border one of the saltiest seas in the world. One of the industry lead...