Companies that typically attracted consumers during times of crisis are doing away with brands that focus on protecting people from fear and danger. Instead, a positive new approach is becoming the norm. Brittany Golo...
Brittany Golob
Connect and protect
Getting masterbrand strategy right requires companies to build effective emotional connections with each brand’s audience and then mitigate against reputational risk. Brittany Golob discusses portfolio brands....
Finding the way
Technology meets physical brand touchpoints at the juncture between wayfinding and navigation. Brittany Golob explores AR navigation and wayfinding experiences. Imagi...
Luxury gets lit
With social media fundamentally changing the relationship between Gen Z and luxury brands, how can high-end fashion companies once again reconnect with younger consumers? Brittany Golob investigates....
The brand era
Ten years ago, branding was a maturing practice, key to building a business and shaping its reputation. Today, empires can be built and destroyed based on the power of brand. What will define the next 10 years of bran...
Fighting back with brand relevance
Amid societal, environmental and political change, brands are finding ways to connect with their audiences and remain relevant and authentic to young, demanding audiences. Brittany Golob reports...
Leading lights
The northern lights provided the inspiration for its visual brand, but data centre provider DigiPlex has been leading the way in sustainability throughout its history. Brittany Golob reports on the company’s brand and...
Big Exchange makes its mark on impact investing
The Big Exchange was created to spark a movement addressing the UK’s intricate and interrelated investment and financial services needs. Brittany Golob reports on the company’s approach to messaging, brand language an...
Transporting sound
When Dubai’s Roads and Transport Authority set out to unify its brand, audio was a key priority. Working with MassiveMusic, it built a stronger brand experience through sound, winning a Transform Award in the process...
Serendipity on the forecourt
Fuel retailer Jet faced an uphill climb with regards to brand awareness and affinity. But, with a rebrand that rolled out just when drivers needed it most, it has capitalised on its strategic objectives. Brittany Golo...
