10 tips to ensure your brand stands the test of time
Mark Artus, CEO at global brand agency 1HQ explains how brands need to adapt to stay relevant.
What you can learn from World Cup branding (and vuvuzelas)
The World Cup isn’t just one of the biggest sporting events in the global calendar – it is also one of the biggest branding events for corporations and sponsors across the world.
Getting to the heart of ketchup politics
As a branding expert, it’s fascinating for me to consider how the election played out and how all the parties totally failed to make their mark and engage with people on an emotional level. If you ask me, far too much time was spent trying to come up with pithy sound bites and one-liners, rather than seriously attempting to answer the hard question: “How can we differentiate ourselves from the other parties?”
Toyota: Brands taken years to build can be smashed in seconds
Toyota, once associated with quality vehicles, is now facing the arduous task of combating growing public concern to save the brand from being permanently associated with failure.
Google vs Apple
When the new decade began, the PR gurus at Google were hoping 2010 was going to be the year of the Nexus One. The new phone was hailed as the greatest innovation in communication technology since Marconi decided there had to be more to life than writing letters. But, so far, the Nexus One hasn’t quite been the success story they were hoping for.
Kraft bid: Should Cadbury accept the corporate dollar?
As American food company Kraft prepares to raise its £10.1bn hostile bid for British confectioner Cadbury, Mark Artus of brand agency 1HQ asks the question: “To Kraft or not to Kraft?”