It is important to establish a higher aspirational goal for a brand. However one of the risks in repositioning a…
Richard Branson is in Australia to promote the latest direction for the ever-stretchable Virgin brand. Virgin is teaming up with…
It wasn't long ago that the term "sustainability" was used to describe the growth potential of any particular brand. Today…
Brand Damage When it comes to the brand school of Hard Knocks, there's only a few who've been hit the…
A few months ago BrandMatters was approached by Desktop magazine to do a feature on branding. Desktop is a leading…
At its core, a brand is about influencing others, by creating an identity that gets associated with certain perceptions and…
For decades Bill Gates has been synonymous with Microsoft. Even when he focused his energies on the Bill and Melinda…
I wonder how Weight Watchers will go with their rebrand for a more contemporary younger voice ...? This rebrand has…
What's Next? At some stage - better sooner than later - companies need to move their attention away from fighting…
More and more hotels are using their brand names to entice permanent residents. The Gold Coast Hilton is developing a…
"If it's just a name change, the unattractive perceptions of the old name flow on to the new name. Unless…
"Santa is the model brand. We know what he stands for. His values and passions are clear to us. And…
The classic Aussie Ugg boot shows no sign of letting up on its massive success in the US market. In…
The effect that Google (specifically Google news), blogging and media news sites will have on traditional journalism has been much…
What we really think , why we buy a particular brand of product is based on stored memories, images and…
Twitter has been lauded for its ability to "humanize" a company, and make locked-away executives available for on the ground…
Does branding really matter for business to business (B2B) companies? Those who would argue that branding has to place in…
The only brand strategy that really counts is the one in people's minds when they come to making a decision.…
What used to be "November," is now Movember. 30 days where men around the world proudly relive the glorious 1970s…
Charities are jumping to align themselves with leading brands as a new way of marketing their values and collecting more…