Films no longer have sequels, they have sub-brands and franchises
What a Netflix whodunnit tells us about brand architecture, following a last-minute ...
For Omega and Swatch, the rewards of co-branding could be astronomical
Far from cannibalising Omega’s luxury sales, the collaboration with Swatch on the £200 ...
John Lewis the landlord? Welcome to brand extension nirvana
Even if John Lewis cocks up in its bid to rent homes to the masses, the blowback on its ...
Can AB InBev avoid killing its craft beer brands?
Most marketers at big corporations don’t have to worry about the credibility of their ...
Coke’s ‘one brand’ strategy highlights one of the great marketing themes of our lifetime
The single most important piece of brand theory of the past quarter century was published ...
