Branding
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…
Struggling with your purpose statement? The words are not the problem
It’s 9am on a Tuesday and gathered around the table is a smattering of people from executive and management ranks with one task: come up w…
The market wants real and honest: Time to create an imperfect personal brand
By Carlii Lyon.
For seven years I worked alongside one of the world’s most successful supermodels. I acted as her personal publicist …
What’s in a name? Why micro-investment app Acorns changed its name to Raiz Invest
Micro-investment app Acorns has undergone an Australian re-branding and after working through hundreds of possibilities, has changed its nam…
It’s the branding move small businesses “tend to really screw up”: Should you ever reference Anzac Day in advertising?
Australian brands are more keen than ever to engage with current events through their branding, but experts say there’s one day of the year …
Three scenarios that show businesses should sweat the small stuff
A while back I wrote a piece entitled, “Don’t do stupid stuff to customers”.
Bless businesses everywhere: they still just can’t …
Ditching ‘we can do it’ for ‘what if we don’t’
Every week I try and share a smattering of different ways you can get to your brand result. But everything doesn’t work for everyone, so h…
Personal brand and how to find your message
After I wrote about personal brand a few weeks ago, I received an email asking me to extend that thinking to include how to find your messag…
Embrace the work of building your personal brand
I usually talk about how organisations can achieve a robust, resilient brand result. But every now and then I delve into the personal side. …
