Why are we prepared to pay extra for an iPhone when there are cheaper alternatives that are functionally as good – if not better? Why will we pay more for shoes adorned with the Nike swoosh, or sunglasses featuring th...
Opinion
Opinion: Brand IP doesn’t look after itself
Brand value is now measured in billions, with brand IP often the most valuable asset on a company’s balance sheet. Every year, world rankings measure the value of the top brands and report the rise and fall of brand r...
Opinion: How can we design experiences fit for purpose?
Crafting an effective brand experience requires a careful examination of audience, creativity and the brand’s wider context. Harry Osborne discusses how brands can get the most out of the experiential...
Opinion: How branding breathed new life into a forgotten London icon
How do you make a historic development that has stood unoccupied and unloved for almost two decades attractive again? Embrace the unexpected and alter perceptions, says Marks Davis, founder and creative director of br...
Opinion: Inspiring long-term brand loyalty
The supermarket is full of products that we can’t imagine life without. Marmite, Colman’s, Birds Eye fish fingers, Weetabix, Bisto – they’re all brands that have transcended their category to become national treasures...
Opinion: Can digital disruption help reinvent professional services?
With digital transformation ripping through most industries, professional services brands are no longer exempt. The trigger is a new breed of client who, having made their millions in tech, are asking themselves why t...
Insights: Why positivity wins in the long term
Following July's Transform Conference Europe, Greenspace has examined the ways in which brands succeed through a positive, long term approach As the years rat...
Opinion: How can companies build a more authentic employer brand with employee stories?
PathMotion and Immersion Neuroscience show in their new research that employee stories are 20% more immersive than a corporate careers site alone PathMotion and Immer...
Opinion: What’s the difference between branded environment and brand experience?
Crafting a corporate workspace can be as important as developing a visual brand, and should be approached earlier in the brand development or architectural process. Ian Haughton from Handsome Brands writes about the b...
Insights: The six states of rebrand
The UK charity sector is in a continual state of flux as it seeks to reinvent itself. Before even embarking on a rebrand, however, charities need to ask themselves a few searching questions - namely, what the key reas...
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