Leading discount supermarket chain ALDI topped the list as the world’s simplest brand for the third year running, while Google dominated the US rankings.
In a world where services are commoditized at an increasingly rapid rate and sustainable differentiation is all but impossible, brands are finding that creating “usefulness” for customers is their greatest differentiator.
Strategy director Jeff Lapatine opines on the demise of the home bookcase and what it means for one’s personal brand.
In this Q&A, we speak with Dan Golden, senior strategy director, about the breadth of our work with the recently refreshed Wyndham Hotel Group brand.
In an increasingly crowded marketplace, the successful brands of the future will be defined by their usefulness, rather than their advertising and marketing prowess. But what do we mean by useful?
This week we were featured in WIRED, CMO.com and Retail Touchpoints.
Your firm’s culture is the pervasive values, attitudes, norms and beliefs that characterise your employees and guide their practices. If staff are aligned around shared values or mindset it’s accepted that you’ll have higher retention and engagement than if they are not.
With the Brexit referendum looming, Christian Turner, Siegel+Gale’s global director of naming and a recent emigre to the United Kingdom, opines on why it’s so important that his newly adopted home remain a part of the European Union.
How will machine learning and artificial intelligence impact brand development in the future? Liana Dinghile, group strategy director, gives insight.
This week we were featured in MarketWatch, Chartered Institute of Marketing and Real Business.
Or: why British brands shouldn’t fear the coming referendum — whatever the result. Geraint Jones, business development director in the UK, opines on VW, Malaysia Airlines, Brexit and why purpose-informed brand communication is more necessary than ever.