How three famous brands started
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 …
Course: The Secret Power of Brands
The extraordinary story of Cadbury
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 …
Managing multiple brands
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 …
Can you measure brands?
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 …
Luxury meets high street
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 …
Measuring and valuing brands
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 …
Introducing brand management
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 …
The Changing Role of Chief Brand Officer
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 …
Introduction to Week 2
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? …
Inside the branding industry
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, …
Meet Virgin’s brand director
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 brands make money
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 …
How to become a brand strategist
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 …
The social dimension
This slideshow looks at how brands can bring together purpose and profit. We’ll look at how a focus on positive social impact can drive commercial value – in the short-term …
