Articles about branding


Digital Transformation as a Catalyst for Brand Marketing

Last updated: 12/09/2018

For most businesses and organizations, the need to streamline business activities provides the impetus for digital transformation. Sometimes it starts with making sure the...

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Packaging Consistency Key To Consumer Trust In CPG Brands

Last updated: 12/06/2018

Each time a new package is designed for a food or beverage product, brand leaders must ask themselves if they’re giving shoppers what they want. Is this package what shoppers...

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How virtual humans could transform the brand experience

Last updated: 12/05/2018

The rise of artificial intelligence is bringing with it the advent of a new age of robotic humans. We look at their impact on service and engagement For years, marketers have...

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John Lewis and Waitrose run first joint marketing campaign as they rebrand

Last updated: 12/02/2018

John Lewis & Partners and Waitrose & Partners are hoping the new visual identities will help reinforce their key point of difference in a challenging retail market and provide a...

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Heineken’s new brand strategy will definitely not leave you guessing

Last updated: 12/02/2018

Maybe it was Chance the Rapper. In March, the artist called a new Heineken ad racist, and many agreed with him. The spot for the brand’s light beer featured a bartender sliding...

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How Brands Can Use Digital Techniques to Improve Their TV Advertising

Last updated: 12/01/2018

Historically, brands have bought network television advertising for mass reach. The medium has long been known as the most effective way to drive large-scale brand awareness....

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Multi-sensory popcorn and a furniture-focused NHS: Designers’ dream brand collaborations - Design Week

Last updated: 12/01/2018

I’d love to see a collaboration between the NHS and Vitra, where our much-loved but struggling health service meets high-end Swiss furniture and environmental design. If we...

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How to Use Ideation Sessions to Develop Your Best Ideas Yet

Last updated: 11/29/2018

Albert Einstein, a master at great ideas, once said, "If at first the idea is not absurd, then there is no hope for it." Ideation sessions are critical for generating ideas and...

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3 Tested “Reputation Weapons” Every Brand Needs to Win

Last updated: 11/29/2018

Every industry has what we all know as reputation baggage. The type of baggage we all know as history, habits, “rep,” and, the worst of all, preconceived notions before you have...

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Brands that describe themselves as 'brave' must be banished to Room 101

Last updated: 11/29/2018

There’s a new buzzword in the marketing industry and it’s getting out of hand. It’s time to gain some perspective. Harveys is gearing up to launch its latest furniture...

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