Brand strategy and digital opinion articles

Explore articles, blogs and opinion pieces on a wide range of topical brand and digital issues, including brand and digital strategy, brand naming, brand repositioning and brand identity, with a focus on sustainable branding, digital transformation and ecommerce.

We believe branding in a digital world is about creating responsible sustainable brands, supported by a frictionless brand experience to turn clicks into revenue. The objective of brand marketing is then to become the go-to brand in your marketplace, by positioning the brand to intercept customers interested in the product or service and keeping them happy once they have made their purchase.

Our 'Life after lockdown' and 'future of luxury' series cover brand and digital strategy issues as varied as why brand repositioning is hard?, to luxury brands in the metaverse. Our analysis includes banking and financial services, wealth management, retail, travel and luxury, mostly written by our founder and brand expert Peter Matthews...



What is sustainable branding?
27 May 2022
Opinion

What is sustainable branding?

How to trash a brand
22 March 2022
Opinion

How to trash a brand

Rebranding; change before you have to change
15 March 2022
Opinion

Rebranding; change before you have to change

Branding by numbers
22 February 2022
Opinion

Branding by numbers

The future of luxury; where to in 2022?
03 February 2022
Opinion

The future of luxury; where to in 2022?

The search for wellbeing; trends for 2022
14 January 2022
Opinion

The search for wellbeing; trends for 2022

What’s in a name?
04 November 2021
Opinion

What’s in a name?

Luxury should last forever
22 April 2021
Opinion

Luxury should last forever

Thumbs up for “Global Britain”?
17 March 2021
Opinion

Thumbs up for “Global Britain”?

Green branding; pure green, or dirty green?
25 November 2020
Opinion

Green branding; pure green, or dirty green?

Slogans, straplines and collective forbearance
01 October 2020
Opinion

Slogans, straplines and collective forbearance

Life after lockdown;<br/>Wealth management brands
16 September 2020
Opinion

Life after lockdown;
Wealth management brands

Life after lockdown;<br/>Brands that defy economic fallout
31 July 2020
Opinion

Life after lockdown;
Brands that defy economic fallout

Life after lockdown;<br/>21st Century Renaissance?
20 July 2020
Opinion

Life after lockdown;
21st Century Renaissance?

Life after lockdown;<br/>Banking brands
15 June 2020
Opinion

Life after lockdown;
Banking brands

Slogans, straplines and the need for clarity
11 May 2020
Opinion

Slogans, straplines and the need for clarity

Life after lockdown;<br/>Travel brands
30 April 2020
Opinion

Life after lockdown;
Travel brands

Cry God for Prince Harry, England and the Royal brand (part II)
21 January 2020
Opinion

Cry God for Prince Harry, England and the Royal brand (part II)

Brand protection and Brexit
29 October 2019
Opinion

Brand protection and Brexit

Privacy is a strategic business issue
04 September 2019
Opinion

Privacy is a strategic business issue

Why brand repositioning is hard
08 July 2019
Opinion

Why brand repositioning is hard

Beyond the data-by-stealth model
07 March 2019
Opinion

Beyond the data-by-stealth model

Professionals must join the digital revolution
06 August 2018
Opinion

Professionals must join the digital revolution

Adtech’s existential crisis
28 March 2018
Opinion

Adtech’s existential crisis

We now live in a world where the unthinkable is not only thinkable, it’s palpable
16 June 2016
Opinion

We now live in a world where the unthinkable is not only thinkable, it’s palpable

Brand name contagion – when a new car launch catches a virus
02 February 2016
Opinion

Brand name contagion – when a new car launch catches a virus