Branding

Design by the Pound

Jim Prior | Posted 26.03.2015 | UK
Jim Prior

There's no doubt in my mind that the tide is starting to turn in favour of making great design an essential component of better business and a better society. But it remains the case that such approaches are the exception rather than the rule.

A Word is Not Enough: Why The Future Belongs To Sincere Brands

Emil Kotomin | Posted 16.03.2015 | UK
Emil Kotomin

Trying to make brands more relatable, managers formulate emotional visions and ascribe human character traits to their brands, illustrated through corporate values. These are often taken from a rather shallow pool of virtues that are believed to resonate with target audience.

I NEED A HERO: Why Fiction, Not Reality, Is The Way Through This Election

Bex Felton | Posted 27.02.2015 | UK Politics
Bex Felton

My parents were journalists in the 70s and 80s. They weren't saints, but they were politically empowered and radical and principled. They uncovered co...

Perfectionism - Strive for Something Better!

Vicky Bullen | Posted 13.02.2015 | UK Lifestyle
Vicky Bullen

It's hard to be perfect when you are doing something new - inevitably we will make mistakes. And so our fixation with always being faultless can stop us trying new things, stop us experimenting and taking risks.

Hurrah for Ukip - The Failed Bigot Brand

Bex Felton | Posted 05.02.2015 | UK Politics
Bex Felton

Ukip is a spectacular feat of failed branding. A triumph of people over positioning - flawed, confused, uncertain people - at a time when we need exactly that. So, with less than 90 days to go until the general election, hurrah for Ukip.

How Brands Got the Festival Bug

David Atkinson | Posted 04.02.2015 | UK Lifestyle
David Atkinson

The days when people went to a music festival and came back with nothing more than a hangover and an STD are over. Now marketers hope that they can send them home remembering great experiences brought to them by brands who have helped make the event amazing.

An Open Letter to the Cast of 'Made in Chelsea'

Bex Felton | Posted 28.01.2015 | UK Entertainment
Bex Felton

It started as a guilty pleasure. A simple way to abdicate intellectual responsibility for an hour and look at attractive people talking about meaningless things, feeling smug about how great London looks and bathing in the extended idea that ALL our lives could actually be TV-ready with just a bit more editing and a more committed use of Instagram.

Plain Packaging: A Victory for Freedom and Democracy

Jon Young | Posted 24.03.2015 | UK Politics
Jon Young

As an ex-drinker, I still look at a bottle of Old Speckled Hen with feelings of nostalgia, as it links to a time when I was in a pub with friends after a hard day's work. Plain packaging will remove this link and (in my opinion) will undoubtedly lead to a drop in smoking rates.

'Evita': Femininity, Branding, and Soft Power

April Xiaoyi Xu | Posted 20.03.2015 | UK Universities & Education
April Xiaoyi Xu

Almost a century ago, a dark and skinny girl of illegitimate birth dreamed about becoming an actress in her country's capital, Buenos Aires. Her name was María Eva Duarte (later "Eva Perón"). Not only did Eva Perón realize this childhood dream by achieving nationwide fame as a successful actress in her early youth, she also dramatically turned into a major player on the world's stage as the First Lady of Argentina.

Far-Eastern and British Cultural Exchanges and Their Influence on the Events Industry

Richard Dodgson | Posted 11.02.2015 | UK
Richard Dodgson

The Far East has an ever blossoming relationship with Britain in terms of fashion, style and education. This two-way relationship has led to a cross-fertilisation of cultural and commercial connections in the recent years. The next step in this cultural exchange is sport and events.

Why I Have Decided to Embrace the 'B' Word

Vicky Bullen | Posted 10.02.2015 | UK Lifestyle
Vicky Bullen

I went away with a group of old university friends this weekend and I was reminded yet again of my uni nick name - The Boss. I hated it.

Take My Brand: The Topsy-Turvy World of Digital Entertainment

Dan Amos | Posted 20.12.2014 | UK Tech
Dan Amos

It's the fate of every parent to be subjected to the latest childhood craze: one generation's friendship bracelet is the next generation's loom band. But what I see now isn't just another collectable bit of coloured plastic; it's far more interesting than that.

How Brands Are Making Social Media a Meaningless Buzzword

Ehsan Khodarahmi | Posted 05.12.2014 | UK
Ehsan Khodarahmi

Social media is increasingly becoming meaningless as a buzzword used by many business and organisations. Social media cannot do magic for businesses if they fail to fulfil their customers' expectations in a timely manner.

Where There's Mystery, There's Margin

Justin Billingsley | Posted 09.11.2014 | UK
Justin Billingsley

The commoditization spiral has a gravity that slowly pulls all brands towards it. In that spiral these brands, these products and services, are compared on rational terms alone - price, performance, quantity - and the lowest cost manufacturer wins.

Does Being Overweight in Business Mean People Take You Less Seriously?

Mark McCulloch | Posted 20.10.2014 | UK Lifestyle
Mark McCulloch

I applied for a job a few years ago and I got down to the last few candidates. I was very excited as it was a 'big brand' and at the final 'papal nod of the CEO' stage he began to ask me what I thought was an odd line of questioning. It started pretty early into what became the longest half hour of my life. "So Mark, have you always been overweight?" he asked.

The 'Business' of Family

Linzi Boyd | Posted 18.10.2014 | UK Lifestyle
Linzi Boyd

With each year came new challenges as my children grew and their needs began to change. The overlap between running a business and running a home became more and more apparent as we all shaped our lives. My realisation through this time was that there are always four things which largely cross-over with running a business and your family home...

The Rise of the Circular Marketer

Nick Liddell | Posted 04.10.2014 | UK
Nick Liddell

Twenty years from now, people involved in marketing will look back on the early 21st Century and smile at how straightforward marketing used to be; a time when all we had to worry about was how to persuade people to want something enough to buy it. There are very good reasons to believe that the nature of marketing is going to change radically over the coming decades... and that it will change for good.

Is There a Weekend Anymore and What the Hell Can I Do to Switch Off?

Mark McCulloch | Posted 01.10.2014 | UK Lifestyle
Mark McCulloch

Like most of you reading, this I am on the professional treadmill of getting around four hours real sleep a night whilst juggling your iphone, kids and personal lives with any of the proverbial plates crashing at any possible moment.

Engagement Is the Number One Metric in Marketing

Raconteur Media | Posted 27.09.2014 | UK
Raconteur Media

At Raconteur we endeavour to have honest, frank conversations with the best of the best - we feel it's important to know how different field leaders, from advertisers and business people to creatives and consumers, think about the world of marketing today. So we interviewed Heidi Taylor, Head of Government & Public Sector Marketing at PwC...

HD Personality Is the Future of Brand Leadership

Ehsan Khodarahmi | Posted 27.09.2014 | UK Tech
Ehsan Khodarahmi

HD Personality is built to help businesses and organisations deliver customer expectations; what should lead to customer experience and ultimately customer retention... almost all the resources allocated to re-branding exercises, crisis management and PR can be saved; if brands practiced honesty and directness in their communications.

The Tour de France: Sporting Event Meets Branding Masterclass

Jack R. Miles | Posted 22.09.2014 | UK Sport
Jack R. Miles

The Tour de France revels in its own history... split into several clear stories - the story of who will win a stage and the races for the yellow, green, polka dot and white jerseys, all split into 21 stages (or indeed, chapters)... the Tour de France is the only major sporting event that demonstrates such complete cohesion between event and brand.

21st Century Content

Raconteur Media | Posted 08.09.2014 | UK
Raconteur Media

To be a master marketer, you have to be a master of content. But the 2014 forecast study by the CIM reported that only "44% of B2B marketers have a documented content strategy". The numbers suggest that thinking caps aren't on - marketers are pushing out content to tick boxes but floundering when it comes to producing strategic material that helps to achieve real business objectives.

It Has Never Been More Important to Breathe Life Back in Zombie Brands

Mark Artus | Posted 01.09.2014 | UK
Mark Artus

During our day to day lives we are surrounded by businesses and their brands, but what most people don't know is that there is an estimated 100,000 zombie brands operating around the world, according to the Adam Smith Institute.

People, Not Patents

James Caan CBE | Posted 29.08.2014 | UK
James Caan CBE

What really matters is how the idea is executed. That's what makes the difference. Things like your brand, your marketing, the attention you pay your customers, and crucially - the passion you have for the idea - are what make your proposition unique. Success is built on people, not products or patents.

Reinventing a Region - How the Gulf Has Ensured It Doesn't Become a Zombie Brand

Mark Artus | Posted 25.08.2014 | UK
Mark Artus

I have been following the zombie company and low productivity debates with interest and have wondered to what extent the issues facing companies are also facing brands, and even the countries we live in.