Marketing

The problem with rebranding is unless you first clean up what’s underneath, it won’t last, and it will be a matter of time before the rot resurfaces.

Girl Geek Academy co-founder and chief Sarah Moran outlines how startup founders can make their personal brands pop.

In July, Nestlé lost its case in the European Union to protect the four-finger shape associated with KitKat, generating discussion about shape and design.

If you truly want to grow a brand globally and exponentially, let your shoppers and employees in each country shape their brand, their way.

A great way to check the strength of your brand is to do a search on Google Trends and put it up against similar businesses or companies in the same niche.

If you are in any type of service based business (professional, creative or trades) your personal brand is truly the jewel in your marketing crown.

When thinking about brand, marketing gets most of the love, so here is a list of things you should consider when you think about achieving a brand result.

The new must-use approach to collaboration for trending brands is licensing: a strategic mix of marketing, sales and law.

The Spanish brand, the gold star of Estrella, has used storytelling to antagonise its fierce rival and market leader in Amsterdam, the red star of Heineken.

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…