As Ronald McDonald reclaims his crown as McDonald's brand ambassador, is this another indication that fictional characters are the key to success for food advertising? Although they can be corny, many fictional characters in food adverts occupy a firm position in the national consciousness.

Think Tony the Tiger, Captain...

London 2012 is in full swing and the world's eyes are all on England's capital, with Brand London's reputation on the line. Last year I put together some thoughts on potential factors that could affect London's brand during the Games. I thought it'd be interesting to see how these predictions...

As Beijing and Sydney proved, winning the Olympics can have, and should have, an enormously positive effect on a nation and its brand. As London prepares for the games this summer, the athletes are not the only ones eager to impress, as all aspects of the capital will be under...

Upon hearing the Young Apprentices' next task was to meet the challenge of marketing products to the 'over 50s', my reaction was: this could be fun! So before the episode aired I put together some predictions of some of the traps the candidates could fall into when marketing to the...