While Champagne seems eternal and unchanging, its fame is in fact the product of four founding myths. These have shaped its identity and the images now associated with its consumption.
Wine labels feature a seemingly endless variety of images, type and themes. But an analysis shows that two broad themes dominate, each with four subtypes, all to craft stories that appeal to consumers.
There’s a strong case for governments to allow cannabis producers to brand their products via packaging and advertising like any other product. It could boost quality and consumer satisfaction.
In two years Kylie Jenner has gone from socialite to the head of a leading cosmetics brand. What does this success say about the power of social media in building strong brands?
Melbourne has seen tens of thousands of new apartments constructed over recent years, and apartment brands are flourishing. We can see striking typographic similarities with another economic frenzy: the 1870s cattle boom.
Case analysis of Hermès and its four strengths: a real identity, the creativity and skills of its artisans, innovation, and the fact that it remains an independent family company.
Over 80 years ago, Hormel Foods introduced a simple, canned meat product called Spam. It would go on to become one of the greatest marketing success stories of all time.
As companies strive to take advantage of the selfie phenomenon, they’re also realizing that consumers’ self-portraits constitute a whole new form of brand co-creation.
Facing international competition to attract people, jobs and firms, cities are branding themselves. But to succeed they must identify key values and address the question of identity.
Wells Fargo and United Airlines have both been facing an onslaught of negative publicity and will have a tough time restoring trust with their customers. Here’s a good place to start.
Adjunct Professor, with expertise in Branding, Marketing, Business Strategy, Corporate Citizenship and Social Responsibility. Graduate School of Business, University of Cape Town
Professeur senior d’analyse financière, d’audit et de risk management - Directrice de Programme pour le MSc Fashion Design & Luxury Management- Responsable de la spécialisation MBA "Brand & Luxury Management", Grenoble École de Management (GEM)