As I boarded the plane at Heathrow six years ago, I felt a cold chill of nervousness. I was on my way to the global headquarters of one of the world’s biggest companies. It had hired me as their lone brand consultant for a major corporate re-branding project.
A number of studies have shown that the percentage of a company’s value that is unaccounted for by tangible assets has increased...
Common Brand Problem Number 5: Confusing brand management with product management
In Mein Kampf, Adolf Hitler outlined the crucial importance of an ‘effective emblem’, which he saw as ‘the first impetus for the interest in the movement’.
I'm grabbing some bulls by the horns (40 to be exact) as I explore the most common brand problems...
