Features

Purpose may be this year’s buzzword, but is it superseding the importance of brand? David Benady examines the rise of purpose and its impact on corporate and product brand management...

Highlighting a core brand message on a physical garment allowed the British Heart Foundation to develop a new brand touchpoint Who: British Heart Foundation and the P...

Counterfeit sites and goods are proliferating across several sectors. How can brands protect themselves online from fraudsters, cheats and copycats? Brittany Golob investigates...

Damning evidence of drug use in sports can be the death knell for a once-lucrative relationship. Brittany Golob examines the importance of aligning brand values through partnerships and sponsorships...

Cinemas once drew audiences for the experiences they offered rather than the films they had on offer. British chain Odeon is using that ethos to reinvigorate its brand experience. Emily Andrews reports on the new visu...

Bruno Maag examines how the branding of the American presidential race inspires modernity, revolution and dread Barack Obama’s 2008 presidential campaign set a new st...

Corporate purpose can have a huge impact on the long-term success of any company. From where should it arise within the organisation and how should a purpose-driven change programme be implemented? Speakers at brand a...

Could a rebrand or brand development strategy have saved GM’s Oldsmobile automotive brand? How?...

Coffee culture is determined by local factors. Thus, whenbuilding a global coffee brand, Starbucks hasto take into account the diverse globalconsumer audience as well as architectural and design differences when focus...

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...