Jaguar has rebranded when it needed to revitalise
Jaguar’s bizarre new campaign marks a complete overhaul of its positioning, when instead ...
Want a brand fit for the future? Understand its past
Understanding your brand’s history and heritage is essential to successful brand ...
Brand diagnosis is the brand manager’s first job, so prioritise it
Marketers have lost sight of proper research into what drives brand successes and ...
Films no longer have sequels, they have sub-brands and franchises
What a Netflix whodunnit tells us about brand architecture, following a last-minute ...
Look at your brand from the customer’s perspective, not the other way round
Responses to the Queen’s death show marketers think brands have a place in consumers’ ...
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 ...
If your distinctive brand assets are exclusively visual it’s time to come to your (other) senses
Visual cues are all very well but don’t forget the other four senses when developing ...
If the old logo ain’t broke, fix it anyway: Ritson’s rules for playing with brand codes
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the ...
Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but ...
