Welcome to WhatMatters, where we explore ideas, trends, news and best practice relating to brand.

We’ve written hundreds of articles. To help you find what you’re looking for, we invite you to search our blog, or sort by the categories below.

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…
US AUTO giant Ford says it has agreed on the main terms for selling its Swedish brand Volvo cars to…
"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…
This one is a little bizarre. Pepsi have rebranded themselves as "Pecsi" for the Argentinian market. Pepsi is one of…
As part of an effort to create distinct brand identities between its sugar/ renewable energy and building operations, CSR's sugar…
What do you do when a URL containing your business name is being used by someone else? Does your company…
Deceased artists and celebrities continue to generate substantive amounts of revenue for the owners of their estate through merchandising and…
Last week the Tiger Woods brand seemed as though it would be able to whether the rough waves that were…
Dell's promotions on Twitter have generated over $7.1 million in sales. The amount of users signing up to get Dell's…
For years Internode were happy with their geek image. Having nurtured (intentionally or not) a branding as the IT world's…
The latest social-marketing news item: The daugher of ex-GM chief executive Fritz Henderson has lashed out on Facebook against the…
AIG (American International Group) has just rebranded its Australasian arm as Chartis. Last year AIG almost folded due to credit…
IKEA have set the social-media world ablaze with a breakthrough campaign in Sweden. Here's the story. IKEA opened a new…
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…
Sony has one of the most recognisable names in the industry. And, at least with console gaming, it has some…
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…