The term ‘brand’ is more than its ephemeral outputs or outwardly facing appearance. A company’s brand is a commercial asset – one that has financial value and has enabled brand-led...
We are in the early stages of AI influencing human behaviour, and during the next phase of technological disruption there’s a period of risk for brands in how they manage...
Supporting the case for the FIFA Women’s World Cup positioning in 2000 couldn’t be based on the traditional drivers of value at the time – $ rights value and participation...
The principles of generating Brand Pull and a platform for growth through building personal identity, social connections and a sense of cultural belonging into a brand’s strategy, culture (internally and...
'Brand Pull' is founded on a shift in emphasis from traditional push-marketing to a relationship driven approach through the brand". Brand Pull "Brand Pull” is founded on a shift in...
