Brands

The world is smarter today. With instant information at our fingertips, we can quickly sniff out organisations over-promising and under-delivering. Converging crises mean that leading organisations can no longer rest on their past…

Ronny Golan, CEO and Co-Founder at ViewersLogic, explains why big data has failed brands.  Advertisers have long been seeking the ability to target individual consumers in key moments across the entire journey to purchase. But with…

While a rebrand represents a major change in strategy, the best rebrands can target new customers while retaining the loyalty of old ones.

Serial entrepreneurs have cottoned on to the merits of buying strong brands for dirt cheap prices. Outsourcing is the radical strategy behind the scenes.

More than ever, the longevity of an international brand is tied to its purpose. If purpose is poorly delivered or diluted over time, the business it is meant to serve will suffer.

If successful, the multinational consumer goods company may extend the option of a shortened week to all of its 155,000 employees.

It’s still too early to say what shape the recovery will be, but what is emerging from the fog of the pandemic/recession mash-up are ambitious brands moving beyond the virtue-signalling of “we’re all in this together” to begin positioning…

With retail at the forefront of the sectors impacted by the COVID-19 pandemic, luxury brands must contend with marketing themselves to a consumer base that has been fundamentally changed.

A look at how Tesla and smaller brands have utilised PR to thrive even during a time of growing consumer uncertainty.

The 500 companies who have pulled their advertisements “will be back” before long, the Facebook CEO said.

The #StopHateForProfit campaign has picked up steam as major brands have pulled ads from Facebook in condemnation of the social media platform’s inadequate content moderation.

A breakdown of the role that corporate and social responsibility plays in public and employee perceptions of large companies, and how it can be made to work without seeming disingenuous.