Branding

Brands In The New World Order: How Can Brands Win In The Age Of AI?

Ahmad Badr | Posted 16.03.2017 | UK Tech
Ahmad Badr

In the past, deregulation and access to marketing tools gave way for the proliferation of commoditised services. A hyper-competitive world, where choice is abundant was born. Surviving meant optimising quality for lower the cost. Winning, however, meant innovating.

How Brands Can Benefit From The Bias Of 'Moral Licensing'

Richard Shotton | Posted 12.03.2017 | UK
Richard Shotton

"All truly great thoughts are conceived by walking." Or so said the half-crazed philosopher, Friedrich Nietzsche. Brian Wansink took that one step f...

The Future Winners And Losers Of Online Video

Dror Ginzberg | Posted 10.03.2017 | UK Tech
Dror Ginzberg

I'll start with the obvious. Video is huge, it's everywhere, it's on the path to completely dominate communications with audiences. If you're a publisher or media company not already heavily invested in video, and more specifically, social video, or have no such serious intentions, you're going to stay out of the game.

Branding A Revolution

Vicky Bullen | Posted 09.02.2017 | UK
Vicky Bullen

n today's brave new world, the next generation of socially responsible consumers will soon default to the good cause and good brand over just good brand; and having a clear and meaningful purpose will become the cost of entry rather than a differentiator.

Dear John: How Taylor Swift's PR Juggernaut Lost Its Way

Gavin Devine | Posted 06.02.2017 | UK Entertainment
Gavin Devine

The way Taylor Swift got to the top was by coming across as incredibly grounded and honest: super-talented but still the girl next door. The reason she lost her way was because she started hanging out with models and film stars and drifting away from her roots.

Brands Must Lead The Way In Helping Kids Eat Healthier Food

Zaid Al-Zaidy | Posted 10.01.2017 | UK Lifestyle
Zaid Al-Zaidy

Kids need to know that the closer a product is to nature, the healthier it is for them. Perhaps the industry could come up with a kid-friendly kite mark showing clearly just how near or how far from containing only natural, healthy ingredients the product is.

We Must Remember That Voters Are Customers Too

Vicky Bullen | Posted 22.12.2016 | UK Politics
Vicky Bullen

As the dust settles on a turbulent year, and counter-intuitive outcomes become the new normal, the reasons and ramifications of a Brexit vote and Trum...

The Gift Of Giving.... Time!

Helen Rosethorn | Posted 22.12.2016 | UK
Helen Rosethorn

So the holiday season is almost upon us - and many working women, despite all the well intentioned planning, end up concluding that there are just not...

Superficial

Stephen Bailey | Posted 09.12.2016 | UK Comedy
Stephen Bailey

Superficial is not just the name of Heidi Montag's flop debut single from 2010, but I've been wondering if this is something we are all inadvertently ...

Should More Politicians Be Like Ed Balls And Do Strictly, To Connect With The People?

Sophie Hurst | Posted 30.11.2016 | UK Entertainment
Sophie Hurst

They don't need to go crazy or false, as we still want responsible people running our country and this is not showbiz land. But do the extreme events of this year not highlight that maybe they should be going a little bit more in the way of showing themselves as real people, rather than showing their reality being a reason to stay away from politics?

If Top Brands Equals Top Employers, Is It Purpose That Makes The Difference?

Helen Rosethorn | Posted 07.11.2016 | UK
Helen Rosethorn

Last week saw the publication of some new brand research which explored what brands consumers saw as relevant to them. At first glance the list of the...

Let History Judge The Vandalism Of Trump's Star

Janet Awe | Posted 02.11.2016 | UK Politics
Janet Awe

A talented music composer and lovely friend of mine, Stuart Wood, moved to LA from London, three years ago. It's been very interesting to follow his a...

Why Southern Rail Needs To Rewrite The Script

Phil Teer | Posted 31.10.2016 | UK
Phil Teer

If the British transport system was a cinema, then Southern Rail would be the disaster movie currently showing

How Can The Advertising Industry Improve Its Image?

Richard Shotton | Posted 19.10.2016 | UK
Richard Shotton

Shamefully, for an industry dedicated to image building, advertising has allowed its own to be sullied. According to our survey students hold estate...

Goliath, Meet David: How Independent Labels Are Challenging Mega-Corporations

Vishesh Kochher | Posted 02.09.2016 | UK
Vishesh Kochher

The shift from mega-corporations to independent brands is driven by the flexibility and responsiveness of smaller companies, enabled by technology that brings consumers and producers closer together than they have been since the days of the medieval city market.

Marketing Should Promote A New Masculinity

Uri Baruchin | Posted 01.09.2016 | UK
Uri Baruchin

Traditional masculinity is driven by the patriarchal authority over women. Consequently, it constructs a toxic masculine ideal that is an inversion of even more oppressive feminine ideals. For example, it oppresses men by telling them they are too flabby and can never be tough enough.

Social Justice Has Become A Brand

Joanna Taylor | Posted 29.08.2016 | UK Universities & Education
Joanna Taylor

The other major disadvantage to the mainstream branding of social justice is that it's making the Right loathe us. From the point of view of a social conservative, social justice is the new normal in the public eye and especially on social media, meaning that their opinions appear sidelined, oppressed and unspeakable.

The Problem With Brand Purpose

Richard Shotton | Posted 26.08.2016 | UK
Richard Shotton

Is it possible that there's a common approach shared by the world's most successful brands? It's not surprising that the most successful brands had performed well financially in previous years. If they hadn't delivered shareholder returns, they wouldn't be in the top 0.1% of brands. It's a circular piece of logic.

Team GB - A Brand You Can Believe In

Helen Rosethorn | Posted 23.08.2016 | UK
Helen Rosethorn

Team GB is a great brand that has carefully built its relevance in our lives. And the vast majority of people believe - in what they stand for, the purpose they set out to achieve and now after an extraordinary two weeks the substance that has been assembled in their extraordinary medal tally the underpins their brand story.

The Week We Broke Brand Britain

Nick Liddell | Posted 05.07.2016 | UK
Nick Liddell

In 2012 the British Government launched the GREAT Britain brand campaign. It was intended to promote Britain as the ideal place to invest in, trade wi...

The Seven Rules of Instagram

Claire Jopson | Posted 14.03.2017 | UK Tech
Claire Jopson

That fuzzy, murky photo of your roast dinner would never find its way into your brand book, so why would you put it onto the world's fastest growing social media platform? Keep it professional, with an inspiring twist and you're onto a winner.

Does Your Brand Speak Emoji?

Jon Buss | Posted 09.03.2017 | UK Tech
Jon Buss

Can a little yellow face with tears of mirth rolling down its cheeks really be considered not just a word, but the word that best summarises communication in the year 2015?

The Excessive Sameness of the FTSE100

Nick Liddell | Posted 25.02.2017 | UK
Nick Liddell

When your values are clear to you, making decisions becomes easier" Roy E. Disney Roy E. Disney, the nephew of Walt himself, earned a reputation am...

Celebs Are Going Wild for this Chic Anti-Paparazzi Scarf

Jonathan A.J. Wilson | Posted 13.02.2017 | UK Style
Jonathan A.J. Wilson

Inventor and entrepreneur Saif Siddiqui is the brains and founder of The ISHU - a new fashion brand, whose first product is a scarf that allows the wearer to disrupt flash photography. It's also about to appear on the shelves of Harrods.

Women in Business Q&A: Liana Dinghile, Group Strategy Director, EMEA, Brand Development, Siegel+Gale

Laura Dunn | Posted 26.12.2016 | UK
Laura Dunn

Liana Dinghile Liana Dinghile is the Group Strategy Director, EMEA, Brand Development at Siegel + Gale. Before joining Siegel+Gale, Liana was head of...