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We deliver fresh insights for today’s global brands on topics of brand strategy, design, customer experience and plain language.

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Brand Matters: What are the different types of brand architecture?

Kiley Gasparovic | November 24, 2014

This week on Brand Matters, we sit down with Jeff Lapatine, Strategy Director, Brand Development and ask him what the different kinds of brand architecture are and how they impact a branding initiative. Read more

Make the most of customer journey mapping

Maria Boos | November 21, 2014

With the rise of customer experience as a corporate function, customer journey mapping is taking its place as a vital component of any program or process focused on enhancing customer centricity. Here are a few insights on how to get the most value out of your customer journey mapping efforts. Read more

A new name for Sky, but what does that mean for the brand?

Samira Qassim | November 19, 2014

Samira Qassim, associate strategist, takes note of British network Sky's name change, and points to some key takeaways for other similar consolidation and M&A scenarios within the media industry. Read more

What You Don’t Know About B2B Naming

Nikolas Contis | November 18, 2014

Nik Contis, Global Director of Naming, dispels myths and offers fresh insights on B2B naming best practices. Read more

Four Things About Branding That B2Bs Can Learn From Nonprofits

Rolf Wulfsberg | November 18, 2014

Rolf Wulfsberg, Global Director of Qualitative Research, breaks down the four things B2B brands can learn from non-profits about branding. Read more