Iconic over-the-counter drug, Viagra, was coming to the end of its Russian patent expiration after 15 years as a market-leader. This, along with a markedly different consumer profile, was the catalyst for a brand overhaul intended...
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The future is sustainable
Some level of engagement with sustainability has become the norm for businesses. But beyond the obvious positives of integrating sustainability into a company portfolio, sustainability can also become a very important aspect of a b...
Opinion: Ben Gallop asks: “How can big brands benefit from partnerships?”
By Ben Gallop, managing director of creative agency Brand & Deliver Take one multinational, multibillion dollar tech giant and mix it with a tiny, nine-month old tech startup in London. Sounds unlikely, but in fact each has som...
MSN realigns its online identity
The recently launched MSN web portal was created from scratch with a mobile-ready audience in mind. The new site is a collaborative platform that pulls content from a host of contributors that include leading global media outlets....
E-commerce sparks race to rebrand retail’s digital assets
By David Benady The spread of digital devices over the past few years has sparked a race to revamp brand websites. In this new multi-channel world, people are accessing the web via iPhones, Android phones, all manner of tablets, th...
Identifying and understanding the most valuable brands
As it becomes easier to attribute value to a brand companies are becoming more aware of the need for a strong brand strategy. Global branding agencies, such as Interbrand, who published their 15th Best Global Brands Report yesterda...
Transform Asia-Pacific shortlist reveals worldwide branding excellence
Brand strategy is often dictated by a company’s location, its reach; whether national, international or global, and its target audience. Different markets respond in different ways to the various components that make up one complet...
K-Swiss’ new brand retains American heritage
The trainer market is booming right now, with Nike and adidas leading the pack. In this competitive environment of super-brands there is no room for complacency, and the latest athletic footwear retailer to refresh its brand is K-S...
Tesco faces repositioning post crisis
By David Benady Dave Lewis has got the mother of all relaunches on his hands. The new chief executive of Tesco is tasked with turning around poor performance at the supermarket giant but first has to put out fires on many fronts. T...
Opinion: Paul Twivy asks “What is the purpose of Tesco?”
Paul Twivy, senior strategic consultant, The Partners Overstating your half-year profit guidance by £250m is a fairly substantial fault in anyone’s books or on anyone’s books, even if the books are as big as Tesco’s. Despite the su...
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