Companies should be assigning significant resources to build and protect their reputation. Those that don’t value the importance of brand risk losing everything
In an always-on era, achieving brand loyalty is more challenging than ever. Not only is the competition fast and fierce, but consumers are increasingly empowered and ready to bite back
Eduardo Aires, the man behind the rebranding campaign for Portugal’s second city, explores the importance of messaging and visual identity
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
As arguably the most important assets a company can own, protecting trademarks must lie at the heart of a successful brand strategy
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?
In the age of social media, executives must stay in touch with online conversations affecting their brand and be ready to respond with a genuine human touch