Tag Archives: Brand
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How to predict and prevent future threats
From job losses to artificial intelligence ethics, C-suites have a multitude of reputational challenges to consider as they approach 2020
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Brand integrity key to success in customer-centric world
Brand integrity is paramount in a society that demands companies to be accountable, responsible and, most importantly, authentic
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Porto: a masterclass in city branding
Eduardo Aires, the man behind the rebranding campaign for Portugal’s second city, explores the importance of messaging and visual identity
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Fashion influencers lead the industry
How consumers view and engage with fashion brands is being transformed by high-profile influencers, who are now gracing the red carpets of the most elite events and deepening their commercial ties in the industry
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Are brands exploiting the modest fashion trend?
The rise of modest fashion has arguably changed the representation of Muslims in Western popular culture, but the convergence of ideology and corporatisation raises important questions for the industry
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Brands must speak out to change the world, says Patagonia founder
Renowned environmentalist and billionaire clothing entrepreneur Yvon Chouinard says brands must show honesty and transparency in their efforts to be sustainable, and demonstrate responsibility to save the planet
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Brands struggle to make ‘woke’ marketing work
Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?
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CMOs must not lose sight of the power of brand
After years of exponential growth in digital ad revenues have marketers swum out too far into the performance-driven sea and lost sight of the importance of brand-building?