Melissa Andrada interviews Deborah Cadbury, author of Chocolate Wars (2011) and descendent of the Cadbury family, on the origins of Cadbury and influence of Quakerism on the brand. As you …
Many brands derive their meaning from their earliest days. In this slideshow we’ll explore the origins of three famous brands. In each case, how far are those founding ideas still …
Many brands work alongside others – either sister brands owned by the same company, or brands owned by others. Managing these relationships can be complex. This slideshow introduces some frameworks …
This is a ‘question time’ film, in which students on the brand leadership masters course at UEA ask questions to a panel of academic experts: Dr Alfonso Avila-Merino, James Cornford …
In this very short film, London-based brand consultant Hans Arnold asks whether brands can be measured – and suggests it all depends on your definition of ‘brand’. Which of Hans’s …
Brands are very powerful commercial tools, so every brand owner wants to know how well their brand is doing. But measuring a brand’s performance is tricky – and giving a …
This short slideshow introduces the idea of brand management – who does it, what they do, and some of the different approaches companies use. At all the brands we know …
In this video slideshow, you’ll explore the branding industry – both the companies that own brands and the agencies that help create and build brands. (Since we made this video, …
This week we’ll be looking at the branding industry. How do brands get managed day to day and if you own more than one brand, how do you manage them? …
In this article, Robert Jones argues that the role of the brand director, sometimes called ‘chief brand officer’, is changing dramatically, and suggests a way of thinking about the new …
Meet James Tipple, brand director for Europe, at Virgin. James is based in Geneva, but we caught up with him at Virgin’s offices in London. As you hear about his …
How do you get a job as a brand strategist? Here’s some practical advice from the former Wolff Olins strategist Camilla Grey. Among other things, Camilla says: don’t apply for …
Find out how brands make consumers spend money and employees work harder. This slideshow analyses the short-term and long-term effects of brands on commercial impact. Are there other factors you …
Consumers don’t form their impression of a brand just from its logo. They’re influenced by the whole of their ‘customer experience’, good and bad. But how do we design not …