Security services firm GardaWorld found it had outgrown its brand as it grew globally. Brittany Golobdiscusses the ensuing brand repositioning With a global fleet of over 5,000 armoured cars and trucks, security services firm Garda...
Articles
Dress the town green
M&S encourages its consumers to engage with sustainable purchasing, but it has also become a resilient brand where sustainability is concerned. The company’s global Plan A programme has positioned the brand as one pursuing envi...
Profile
Breaking new ground It’s obvious from the first five minutes of talking to Simon Barrow that his background is in advertising. Tall, silverly handsome and old enough to be of the generation that is coy of their age, Barrow’s avuncu...
The year 2050 – branding’s improbable, yet not impossible future
STEFAN LIUTE, STRATEGY DIRECTOR, STORIENCE – 8 MAY 2014 In 15 years of brand consultancy, I have had enough time to hoard a large bag of frustrations and another one of satisfactions. When I look inside each, some daydreaming about...
Forwarding address
The journey the Deutsche Post and DHL corporate identities have taken over the past half-century, have seen the two companies join together harmoniously. DHL’s reputation as a reliable post carrier allowed it to branc...
Brought back to life
Crisis, disaster and rebranding In recent years, scandal has rocked many of the world’s most powerful and hallowed institutions. Some of this disgrace has come from revelations of misbehaviour, such as British MPs and their corrupt...
Brand in action
On the seven seas Who: Maersk Group What: Maersk Group is one of the world’s largest logistics providers and is comprised of a number of business arms with a shipping fleet that includes 192 container shipping vessels, 172 oil tank...
Shaping up
Losing reputation, money and members, Fitness First needed to change. After a major repositioning, it may have.Brittany Golob examines the new strategy “Look at this uniform and look at us,” an employee at Fitness First told Richar...
To brand or not to brand?
SIMON SMITH – 8 MAY 2014 Challenges being faced by telecom brands in Saudi Arabia today. Guest post by Syed Abdul Karim, brand experience director, Mobily. Saudi telecoms are going to see some tough times ahead. The market has matu...