Belief is the new benefit: how brands stay relevant as movements
Innovation, , 6 min read
Emotional branding
Emotional branding is building a brand people feel something for, because that feeling is what makes them choose it again and pay more for it. The articles here look at how emotion drives choice, how to build it on purpose and how to measure it.
From online shop to brand experience: how to make e-commerce feel premium
Digital, , 7 min read
Why do tech startups look the same? Feeling is the way out
Design, , 6 min read
How a nonprofit or public institution can stay relevant to younger generations
Innovation, , 7 min read
Building brands in regulated markets: how to grow when you can't advertise
Innovation, , 6 min read
From professional brand to consumer brand: how to keep your credibility
Innovation, , 7 min read
How to compete with private labels that copy your products and packaging
Innovation, , 7 min read
Will AI replace design agencies? What a brand is worth when everyone can design
Design, , 6 min read
Moving upmarket: what a scale-up's identity must signal to enterprise buyers
Design, , 6 min read
Prototype before PowerPoint: how to test a concept before investing
Innovation, , 6 min read
How to find new growth areas: job, permission and distance
Innovation, , 7 min read
Agentic commerce: why AI shopping agents make brands matter more
Digital, , 6 min read
What does a company website need in the AI era?
Digital, , 7 min read
AI in marketing: how to move from AI tools to AI systems
Digital, , 8 min read
How to write a brand narrative the whole organisation can carry
Strategy, , 7 min read
How to make low-interest products like milk and bread exciting again
Innovation, , 6 min read
Feeling beats logic: why emotional brands win
Strategy, , 6 min read
Brand vs performance marketing: how to split the budget
Comms, , 6 min read
Category entry points: what they are and how to find yours
Comms, , 7 min read