Understanding and implementing brand positioning models
You might be familiar with our insights and SEO guides where we share our ideas, top tips and perspectives on need-to-know topics....
Line vs brand extension: Understanding key differences and strategies for successful brand growth
What drives a brand to grow - innovation or evolution? With research suggesting that nearly 95% of new product launches are either...
Apparel brand licensing: a complete guide to extending your fashion brand
In fashion, brand power is everything. A strong brand can influence trends, inspire loyalty, and create a sense of lifestyle that customers...
What is assistive technology? Tools that empower inclusive design
The need for assistive technology is growing. Most of us will need it at some point in our lives. Yes, most of...
Mastering museum branding: Brand strategies for success
In recent years, museum branding has evolved dramatically. No longer relying solely on the appeal of their carefully chosen artefacts, modern museums...
Character licensing: building brands with beloved characters
When you think of your favourite fictional character, who pops into your head first? Is it a childhood favourite like Winnie the...
Lifestyle brand strategy: The keys to long-term growth
Lifestyle brands don’t just sell a product, they sell a way of life and a set of values. Their branding and marketing...
How to write in plain English: Mastering clear and simple communication
Writing well means making sure your message is easy to understand. Yet, too often, great ideas get tangled in long sentences, acronyms,...