Articles on Branding

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The economic and health crisis we are experiencing will push luxury companies to reinvent themselves. Bertrand Guay/AFP

How the Covid-19 crisis could remodel the luxury industry

An acceleration of digital development, of the second-hand market and of concentration movements are notably to be expected in the sector.
Banksy’s merchandise “shop” in Croydon, London. Shutterstock

How Banksy’s latest trademark row could backfire

Forced into selling his own merchandise to stop others doing the same, the artist could end up facing other similar challenges because he trademarks rather than copyrights his artworks.
Extinction Rebellion or XR functions like a brand, albeit a non-commercial one. Glenn Hunt/AAP

Extinction Rebellion: how to craft a protest brand

Visual arts and performance have always been central to protest movements - but the unified branding of Extinction Rebellion shows a new approach to activism.
Actor Roger Moore poses with a martini after learning he would play the British secret agent James Bond. AP Photo

3 questions about vodka, answered

To celebrate National Vodka Day, a food historian debunks myths and highlights unknown facts about one of America's favorite liquors.
Australian tennis player Nick Kyrgios was sentenced to six months of probation following several controversial events and an ‘aggravated pattern of behaviours’. EPA/Jason Szenes

Nick Kyrgios on probation: can controversial athletes sell a sport or are they bad for the business?

As Australian tennis player Nick Kyrgios begins his probationary period this week for a pattern of bad behaviour and foul language, his value to sponsors and the sport of tennis remains high.

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