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Branding

How can a brand evolve?
How do you build a strong brand?
Why do some brands flourish while others fail?

What makes a good brand story

Storytelling. Easier said than done. What does it mean for a brand to “have a good story”? And how do you build one?

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Branding across cultures: how to make it work (a true story)

As we get used to global brands, we tend to overlook the challenges of bringing a brand to a different culture from its own. Here are some pitfalls and solutions.

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How relevant is your brand’s nationality?

In a global market, the national roots of a brand can add value. As long as you can leverage them in the right way.

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Your brand won’t work without a company culture

Companies are not black boxes, but entities that the world can see. What happens inside them contributes to defining their brand.

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How to get a brand name right and survive

Naming a brand might be one of the most exciting journeys, but also one of the most distressing. Some advice to avoid it going downhill.

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How do you create a luxury brand today?

As all brands struggle to understand the evolving customer, luxury brands have the most daunting task: ushering their intangible values into a new era.

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