by IanCW | Apr 13, 2022 | Branding
Brand Semiotics provide powerful tools to not only understand brand personalities, but also to identify opportunities to occupy advantageous positions in the brandscape. Brand choice is significantly influenced by emotional engagement and the intangible, perceived...
by IanCW | Apr 8, 2022 | Branding
Is potential brand damage at P&O down to bad luck, bad management, or poor communications? Whichever, there can be little argument that once again a major brand may suffer significant brand damage. It doesn’t take a specialist to spot the potential for such...
by IanCW | Mar 17, 2022 | Branding, Communications
4 really good reasons for a brand refresh A brand refresh can be a powerful tool – so long as it’s for the right reason. But let’s start with a really bad reason. And this is all-too-common – the owner, or CEO wants a change. They’re fed up or bored...
by IanCW | Feb 9, 2022 | Branding
Branding should be based upon common sense, but sadly, we see so many pitfalls awaiting the unwary – or the un-prepared. Pitfalls that are easily avoided, and brands and brand identities that can deliver great rewards for their businesses. So, we’ve...
by IanCW | Nov 30, 2021 | Branding
Why do brand guidelines matter? Because the best brand identities are not necessarily the best designed, but are always the most consistently applied. Great design matters, of course – but from a brand point of view the most important factor is consistency....
by IanCW | Sep 16, 2021 | Branding
Brand leadership is about a business’s passion. There is an intangible quality shared by true brand leaders in fields as varied as manufacturing, finance, food and drink, or fashion – that quality is confidence. It’s often manifested in appearing not to...
