Reading Time: 4 minutes How do we recognise a brand? What do consumers see, and how different is that from the ways brands are structured?
Reading Time: 2 minutes Can the same brand take two quite different positions? Yes. And no.
Reading Time: 3 minutes It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse.
Reading Time: 2 minutes In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone knows where they stand.