Corporate shoe company Caleres looked to its heritage to pave the way into the future. Brittany Golob reports on the shoes, style and photo shoot of the new brand Whe...
Features
Social climbers: Luxury fashion insights
For luxury brands, social media is less about consumer-oriented marketing than it is about building a brand and engaging audiences in a long- term brand experience. Brittany Golob examines social insights in the luxur...
Spotlight on CIPD
The CIPD’s communications future made its old brand obsolete, prompting a change programme spanning from digital media to tone of voice. Brittany Golob reports A 2000...
Nation branding: Jamaica
With a brand that simultaneously presents a welcoming, cheerful facade and a darker, more sinister underbelly, Jamaica’s nation brand presents difficulties to its economy. Can it successfully position itself as neithe...
Mastering the art of transcreation
Translation is more than a simple swapping of words from one language to the next. Ruth Wyatt explores transcreation and the localisation of brand language Former Bri...
The type writer: "A brand is an attitude"
It’s not the logo that makes the brand, Bruno Maag says. What should companies consider before rebranding? It is worth remembering that a brand is not a visual or aur...
Culture club: Inside brand experience
Customer experience relies on a clear brand strategy, a positive internal culture and the ability of the company to adapt to changing customer needs. A discussion held in London with brand and customer experience dire...
Rewind: Woolworths
With a failing business model and competition from online retailers, was Woolworths a casualty of the digital age or an example of a mismanaged brand?...
Brand profile: Malaysia Airlines
With wreckage from the MH370 disappearance beginning to surface, Emily Andrews investigates whether or not the beleauered Malaysian flagbearer can regain its former good standing...
Timeline: NBCUniversal
NBCUniversal, once two separate studios, represents two strands of Hollywood’s development. Universal is a 103 year-old brand that lends its name to some of the biggest productions in history. NBC began life as a radi...
- Features