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branding

branding Archives

The three sides to the branding story

For start-ups, focusing on the “branding triangle” can build a path to long-term success in the marketplace.

How magnetic stories can spark instant connections

The power of storytelling can create connection and influence purchasing decisions – and there are five types of storie...

Is rebranding a good idea?

OPINION: 'Most rebrands are designed to satisfy an internal ego or demand from a CEO, CMO, or creative director'.

Kleenex wipes “sexist” name in tissue rebrand

The tissue company mops up mansize media mess.

P&G: Billions “wasted” on digital ads

P&G CBO: "It’s frankly time to stop giving digital a pass and ask it to grow up."

How to avoid copycats and private labels from killing your brand

It's important to make a clear point of difference.

Sponsored: Is your marketing department art smart?

Save time and money by increasing artwork production and management efficiencies.

How brand, not price, will win the Amazon war

Australian retail industry prepares for a shake up.

Coke launches Fuze Tea summer campaign

Latest summer campaign targets women aged 30-49.

PART 5: The secret to successful packaging design

How do you demonstrate value for money on a retail shelf without a discount sticker?

The secret to successful packaging design – PART 3

Irresistibility is impossible to refuse.

The secret to successful packaging design – PART 2

Clarity is the core element of all marketing communications.

The secret to successful packaging design

To be successful on shelf your packaging design must be riveting, compelling and instantly appealing.

Creating a positive perception of your brand

Aaron Blackman's top 10 tips to create a strong reputation for your brand.

Nutri-Grain targets teens

Nutri-Grain ditches iconic Iron Man Food tagline in new marketing campaign.