Greetings from Riga where I am running a two-day session on branding for Latvian companies. I arrived to discover that, by way of a very Baltic introduction to the session, the organizers had drafted a delightful parable to explain the importance of branding.
After heady success in the 70s and 80s, the fashion brand fell victim to the dark side of licensing.
On the search engine’s 10th anniversary, we can learn from its innovative branding techniques.
Is there anything more paradoxical than Champagne? Often mistaken as a product or category, Champagne is neither.
If you really want to work at the frontier of branding, it would be a mistake to focus on communications, measurement or even brand strategy.
