Features

Armstrong, Earhart, Wright, Yeager, Gagarin; these are the names that pepper the history of human flight. For one company to make a name for itself, on an international basis, in the midst of those legends, is an achi...

With a longstanding brand, well-established in popular culture, Zippo Manufacturing Company, the lighters and lifestyle organisation, manages to maintain its heritage while diversifying its product portfolio and diffe...

Cosmetics master brand Coty recently acquired P&G’s Beauty division, prompting the need for cultural change and a brand repositioning. Melina Thalassinou reports on the resulting affirmation of diversity, beauty a...

Danzhai, China was once one of the most poverty-stricken regions in the country. Now, with a place brand and tourism push spearheaded by the Wanda Group and Ogilvy China, the area is a poster child for the power of in...

In March, Alton Towers Resort, the UK’s second-most visited theme park, launched the Wicker Man. Given a reputation for groundbreaking experiences, opening the first wooden rollercoaster in the UK for 20 years could b...

For the Brooklyn Brewery, great beer matched with simple, effective branding has created a brand that has stood the test of time. Myles Pinfold, founder of WPA Pinfold, asks what makes a successful, longstanding brand...

For one of Oman’s biggest brands, Oman Arab Bank, a better in-branch experience became the centrepiece of a brand repositioning strategy that encouraged a more personal relationship between the bank and its customers....

The Scouts in the UK recently unveiled a major rebrand. But its success hinged on the effective development and implementation of a brand asset management system that could facilitate use by all of the organisations t...

Crafting a lifestyle brand that can interact with and even shape culture, while still strengthening its core proposition, requires a level of adaptation and flexibility that can make or break a company’s success. Brit...

Bruno Maag says AI can be typography’s friend, if used to help make rational decisions about culturally sensitive issues Artificial intelligence (AI) is the latest te...