Branding

All across Australia in 2011, something strange was happening: individual names were popping up on Coke bottles where the company name usually went. They were on billboards of Coke bottles, too, and on television ads. In fact, if your name was one of the 150 most popular in Australia, you were likely to spot yours on a Coke bottle —…

Every company has a brand. But there’s a difference between simply existing as a brand and really putting your heft into a clear brand identity. A solid brand identity tells a strong story about your brand and paints a clear picture of your company. It’s what will turn potential and occasional customers into avid fans. So what is this magical…

In moments of uncertainty, growth is the key to establishing strategic distance from competitors. Julien Boudet, Marc Brodherson, Kelsey Robinson, and Eli Stein, McKinsey & Company In uncertain times, it can be hard to know where to invest your budget. One place to do so that you might not be thinking about? Your company’s brand.  A brand is not just…