Pop-up events: Making business fun

Pop-up events Making business fun

Pop-up shops and restaurants have proved a great way to improve brand engagement – now pop-ups are expanding into corporate events

Brands must listen to customers – or die

Brands must listen to customers – or die

Two-way conversation between companies and consumers, either through word of mouth or on social media, is an opportunity for brands to thrive

Learn to let go: the new reality for brands

Learn to let go the new reality for brands

For generations marketers have been trained to think and act in a certain way with brand and reputation management – now that schooling is fast becoming obsolete, says Thomas Brown, director of strategy and marketing at the Chartered Institute of Marketing

Smart companies see brand and reputation as one

smart brands

They are so interlinked that successful companies are taking a proactive, long-term approach to managing their reputation while investing in the brand

How to measure brand value

Apple store

Increasingly manifold definitions of brands and branding may have made measuring value more difficult, but it is nonetheless essential and is now informed by social media

Making friends and tackling enemies on social media

Making friends and tackling enemies on social media

Companies are gradually ditching decades of one-way communication to embrace social media

The spirit of a brand has a special flavour

David Gates, Diageo’s global head of premium core spirit brands

David Gates, a top executive with the world’s largest producer of spirits, British multinational Diageo, tells how he is selling a range of brands worldwide – and teaming up with David Beckham

Identifying clear business purpose

Getting to the core of what a business is striving to achieve can be a study in simplicity, says Richard Parkinson, chief executive of IncrediBull