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, brannd identity, digital transformation and ecommerce.
We believe branding in a digital world is about creating a distinctive 'mark' and 'promise' that distinguished one brand from another, 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...