Low carbon is future of business

Concerns about rising greenhouse gas emissions, population growth, extreme weather and resource scarcity are combining to transform corporate and investor understanding of the need for sustainable low-carbon business, writes Felicia Jackson

Consumers are defining brands

In a fast-changing world, where social media is influencing consumer demand, brands are adapting to new market conditions, as Jason Hesse reports

Messy culture makes neat brands

Culture tells us about our identity, our relationships and our behaviour. It shapes what we need and want. Yet brands rarely bother to look into this cultural world, as Andy Dexter and Leanne Tomasevic at Truth Consulting explain

Difference between myth and reality

The Chartered Institute of Marketing’s latest benchmark study of top brand executives at more than 100 leading international companies explores how to bridge the gap between promise and reality, as head of insights Thomas Brown explains

Offence and defence in powerful digital age

Raymond Snoddy examines how social networking websites, such as Twitter, have transformed reputation management for organisations operating in a digital age

Fulfilling the brand promise

Brands must strive for consistently high quality and control their identity without killing local flexibility, as David Benady reports

Call to action for brands with sustainable potential

Lucy Shea, chief executive of Futerra Sustainability Communications, explains how “planet brands” can engage consumers and help save the Earth

Skin deep but in the psyche?

If beauty is a barometer of the social mood, the language brands use to communicate with consumers on a psychological level will provide the key to driving sales in the future, writes Bella Blissett