There's real value in rebranding if you can generate media attention and define your brand perfectly for your market. Mia Fileman shares her tried-and-tested strategies.

A HBO intern recently sent out an empty test email to the entire database. Mia Fileman says it's time to face it: we've all been there.

In 2020, many businesses have had to scrap their marketing plans and act reactively. But culture-jacking is never a good idea.