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...
Features
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...
Brand experience: Honeywell Aerospace
For global aerospace engineering company Honeywell Aerospace, building brand awareness in sales environments and building brand awareness as a B2B firm was holding it back. With the introduction of an immersive, respo...
Sustainable Futures: Olam International
Farming is becoming less prevalent in developing countries, but it remains one of the world's most important occupations. How is agri-business Olam promoting sustainable and economical farming practices? Emily And...
New York City: Apples and oranges
New York City – the place where so many want to go – to work, to study or just to visit. The legend of the Big Apple has been etched into international perceptions via a multitude of stories, movies and songs. As a re...
Brand in action: ABC KIDS
An apple, a bee and a carrot Who: ABC Kids and Hulsbosch What: The Australian Broadcasting Corporation redeveloped its ABC KIDS sub-brand this year to bring more life...
Good sounds: Audio Branding Awards
The Audio Branding Awards, run by the association leading the audio branding industry, the Audio Branding Academy, showcased the best in a rapidly growing sector of the branding community. Emily Andrews reports from B...
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