It’s all very well having a purpose and company values, but how have you translated those into actionable principles that guide what you will do and won’t do?
At a time when consumers continue to assume that brands will simply provide more, it may seem strange to suggest that brands should be more generous. And yet the case for brands delivering greater profits by bringing greater joy makes complete sense.
Marketers talk a lot about brands growing and expanding, but when should a brand pull back? Here are five common brand mistakes and the best things to do if you want to recover.
Marketers are under huge pressure to succeed. But how should we judge a successful brand? And what should brands do to stay successful?
Branding is a serious business, but does that mean brands themselves must always be so serious. Is there room for more personality? Should you lighten up your brand image?