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Ritson: Marriott faces one of the biggest jobs in branding

Mark Ritson: In the AI era, it's digital ads that face disruption - Marketing Week

ISES to host first global summit in April 2016

ISES has announced plans to host its first global summit, in partnership with VisitScotland Business Events and IMEX.

The Strategy And Death Of The Scion Brand | Branding Strategy Insider

Brand architecture is one of several causes that led to the death of Toyota's Scion brand.

An array of branding options and examples as well as how they factor into brand architecture strategy.

An array of branding options and examples as well as how they factor into brand architecture strategy.

Back in the early 90s, not long after Nestlé had acquired the Carnation company it decided to start using the Nestlé brand as an endorsement on most of its products. The results?

Back in the early not long after Nestlé had acquired the Carnation company it decided to start using the Nestlé brand as an endorsement on most of its products.

TOKIO 福島自豪「米」「安心安全的米」篇 | TOKIO五子在311大地震後,一直免費為福島的食物代言,同時由松重­豐當旁白。今次他們吃用福島米煮的飯,那裡2014年有4種米獲得特A評級,全縣有1­73個地方1350名檢察員,每一袋米都檢查過才出售。 (21/12/15) || Promotion

TOKIO 福島自豪「米」「安心安全的米」篇 | TOKIO五子在311大地震後,一直免費為福島的食物代言,同時由松重­豐當旁白。今次他們吃用福島米煮的飯,那裡2014年有4種米獲得特A評級,全縣有1­73個地方1350名檢察員,每一袋米都檢查過才出售。 (21/12/15) || Promotion

Parent Brand Sub-Brand Relationships | No brand strategy is complete without understanding and addressing the relationships of all the brands within the company. Failing to do so may overlook certain advantages or potential pitfalls. (30/08/16) || Brand Architecture

From a brand architecture perspective parent brands are usually known as the “corporate brand” or even technically speaking the “holding company.

A sizzling brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit. It’s born of a wish to see the world put to rights. Having fielded […]

A sizzling brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention.

Rugby legend Sébastian Chabal stars in hilarious Marriott campaign for Hong Kong Sevens | To celebrate the upcoming Rugby Sevens, Ogilvy & Mather (Ogilvy) has invited rugby legend Sébastian Chabal to make cameo appearances in four short films on social media as part of Marriot’s campaign ‘Stay Brilliant’. (06/04/18) || Brand Architecture

Rugby legend Sébastian Chabal stars in hilarious Marriott campaign for Hong Kong Sevens | To celebrate the upcoming Rugby Sevens, Ogilvy & Mather (Ogilvy) has invited rugby legend Sébastian Chabal to make cameo appearances in four short films on social media as part of Marriot’s campaign ‘Stay Brilliant’. (06/04/18) || Brand Architecture

Farewell Norwich Union. After more than 200 years, it is about to be buried in the big brand graveyard. As we speak, a plot is being dug, right next to Mid

After more than 200 years, it is about to be buried in the big brand graveyard. As we speak, a plot is being dug, right next to Mid

Two thoughts that I really like, brought together. The first was one introduced to me by Rob Smith, CEO, Paper Plus back in August 2008. It’s called –est. It goes like this: There are a very small number of fully competitive positions in a sector and you need to own, and align yourself, to one: […]

There are a very small number of fully competitive positions in a sector and brands need to own, and align, to one.

Brand Architecture's Impact On Brand Value | Brand architecture decisions often come down to an evaluation of tradeoffs. There’s rarely a cost-free benefit or a no-foul cost. (06/01/16) || Brand Architecture

Brand architecture decisions often come down to an evaluation of tradeoffs. There’s rarely a cost-free benefit or a no-foul cost.

Why brand purpose requires more than just a snappy slogan | Consumers increasingly want organisations to demonstrate a purpose beyond profit and prove a business commitment to making the world a better place, but it requires more than a snappy slogan, with brands needing to set out their objectives and prove they are in it for the long term. (15/02/16) || Brand Architecture > Developing a Brand Architecture Strategy > Step 1: Defining Brand Potential > Articulating the Brand Vision

Why brand purpose requires more than just a snappy slogan - Marketing Week

A close look at the four association branding options in brand architecture.

A close look at the four association branding options in brand architecture.

Cathay Pacific rebrands Dragonair as Cathay Dragon

Cathay Pacific ends three decades of the Dragonair name and aligns it closer to the Cathay Pacific brand.

Given the complexity of current brand architecture, the first thing marketers will want to do is audit the brands, sub-brands, endorsed brands, product names and other named products and services you have today.

Given the complexity of current brand architecture, the first thing marketers will want to do is audit the brands, sub-brands, endorsed brands, product names and other named products and services you have today.

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