As more and more companies begin to implement employer brand management strategies, Diccon Ward asks, how does the employer brand relate to the wider corporate brand?...
Articles
Brand timeline: Volkswagen
Volkswagen has been around since the origins of the motor vehicle. Founded in 1904 in Germany, Volkswagen famously means ‘People’s car.’ It has a strange history as it was originally championed by Adolf Hitler, run by...
Brand profile: Siemens
Less than a year after the appointment of a new CEO, Siemens started a brand revitalization process. Now, halfway through that journey, the brand team shares its progress with Andrew Thomas...
Opinion: "The journey to build corporate purpose"
Employers and employees expect more, says Nicolas Mamier. A sense of purpose is crucial Companies in every sector are recognising a changed dynamic in the employer/em...
#TransformTuesday: 1 December
Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays...
Peer perspectives: Channel 4
Taking flexible visual identities to the extreme, Britain’s Channel 4 has reimagined the role of television idents. Martin Grimer gives the Channel 4 brand refresh a big thumbs-up for its brave, surreal storytelling...
Breakaway brands
The IPO of Bayer spin-off, Covestro, was one of the biggest corporate launches this year, yet Kirsten Foster, executive director of strategy at Landor – who oversaw the creation of the Covestro brand – maintains that,...
Buried treasure: Changing the forecourt retail experience
Forecourt retail is a long-neglected sector, yet it has the potential to have an impact on the bottom line of fuel retailers. How can companies reinvigorate this sector with a focus on brand experience and design. Bri...
How to repot a brand
Sometimes, like a plant that outgrows its pot, a brand must adapt to accommodate changes to its products or sector. How do organisations faced with this challenge approach rebranding, renaming and repositioning. Emily...
Opinion: "Coherence over consistency"
Blind consistency is not necessarily conducive to diversity, says Phil Morley “If everyone is thinking alike, then somebody isn't thinking.” George S Patton I have a...