Branding
Relevance and dependability: Five key ingredients to a successful brand in today’s world of experiences
If you’re a 1980s child that grew up in North America as I did, you’ll likely count Sears and J.C. Penney as household names. You probab…
Uber’s shiny object: Why a new logo won’t fix a rot beneath the surface
When organisations go through sustained tough times, as night follows day, a new logo will often follow. And with a splashy launch Uber is t…
“They’re going to have Googled you”: Girl Geek Academy co-founder Sarah Moran on how to take control of your personal brand
Whether she’s winning awards for entrepreneurship, popping up in videos for the Australian Securities and Investments Commission or champi…
What Nestlé’s attempt to trademark the shape of a KitKat teaches us about design
By Tom Lee, University of Technology Sydney and Stefan Lie, University of Technology Sydney
For many people, there is something irresisti…
“Globally local”: How to tailor a global brand to each country’s market
When the first packaged goods and luxury brands went international they invested much of their marketing spend in being ‘Global’ with a capi…
Comparing brand strength with Google Trends
I want to talk today about Google Trends and its ability to highlight brand st…
Personal brand: The one thing you need to get sorted before any other marketing activities
If you are in any type of service based business (professional, creative or trades) your personal brand is truly the jewel in your marketi…
The brand result checklist: 36 frequently overlooked considerations about brand outcomes
The term ‘brand’ gets bandied about like a lazy de facto term for the organisation. However, a ‘brand’ doesn’t do anything.
A brand is …
How smart brands are approaching collaboration
Collaboration is an essential activity for ambitious brands.
Partnering with another brand to leverage their followers and customers can …
How Spanish beer company Estrella Damm is using storytelling to take on rival Heineken
By Patrick Lonergan, Nottingham Trent University
The great film director Stanley Kubrick once wrote about the way in which the line betwe…
