Although not immediately obvious, a healthy relationship between art and business can be a powerful tool in a company’s general brand strategy. Art seems far removed from the business world, but many B2C brands have learned to use it for their benefit. Well, there is a big opportunity for B2B brands to follow suit and …

This is an article about terms and conditions! Wait, where are you going? It’s fair to say they’re not the most glamorous topic. The common perception is they’re dull as ditchwater, but an unfortunate necessity. People don’t read them, and that’s the way it is. Brands certainly don’t think of them as an essential part …

The way you build your brand online will shape not only the perception of your business but also how you make money. Having a strong personal brand is vital for a business leader, and when connecting with your community online, you need to be front and centre. Trust and authority come hand in hand, and …

Cord cutting, subscription based services and the ability to watch content over multiple platforms have changed the advertising industry dramatically in recent years. , as today’s young people engage with the Internet chiefly, and sometimes exclusively, on smartphones and tablets. Of this, over $20 billion will be spent on video advertising, a strategy that gained …

The uniquely clear and appealing image of your brand consists of all contact points between itself and the user. The more frequent the contact and powerful the experience, the easier the user learns. Feelings become a turbo boost for that learning. These contact points happen offline via television spots and online via the brand website, …

Internet-fuelled media is a game-changer for brand communications. You’re no longer in control – in fact, you never have been.  Are you ready?  I doubt it. It should never have been, but brands have tried to manage the flow of information to their audiences, often using the media as a proxy for what used to …

In today’s connected consumer marketplace, a brand is a fluid idea that is shaped by those who wear it, work for it, buy it, make it, and love it. If you are attempting to create a new brand in this current social environment, here are six imperatives you need to be aware of.

In the old days of branding, and I am talking of just ten to fifteen years ago, there began a very predictable playbook for launching a corporate brand or rebrand. It borrowed a great deal from traditional public relations. It called for some combination of a press release, an unveiling of a new logo at …

The leadership, culture and business model of a brand have never mattered more than now. It’s time to consider the “because effect” of your brand in the hearts and minds of buyers and the general public.

In January 2014, the French Energy giant Schneider Electric acquired British FTSE 100 company, Invensys plc.  How did such a major merger succeed when so many fail?  By effectively utilising their internal and external communications to become “Better Together”.