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From our Blog

Brand equity, brand value and the cost of a scandal

Brand equity, brand value and the cost of a scandal

If you’re under the age of 40 you’ll never have shopped at a Ratner’s store. Those of us old enough, even if we did, are unlikely to admit it. In 1991 Gerald Ratner, a high-profile retailer famed with turning around the fortunes of his family’s jewellery business, made some ill-judged “jokes” about its merchandise. Remarks that denigrated the quality of the stock and, by association, the quality of its customers. With disastrous effect. Almost immediately the Group’s shares fell by £500 million and, within months, it had closed down hundreds of stores and laid off thousands of employees. The brand was toast.

The Crucial Role of Brand Asset Management in Segmented Marketing Campaigns

The Crucial Role of Brand Asset Management in Segmented Marketing Campaigns

Marketing is evolving. In our increasingly digital world, personalisation has now become a defining factor in many successful marketing campaigns. Consumers expect brands to communicate with them in meaningful and relevant ways, or else the message becomes part of the onslaught of content they are faced with every day.

Brand management and keeping the brand advantage

Brand management and keeping the brand advantage

“There’s someone for everyone”. We’ve all heard that, right? Tinder’s 57 million users must certainly think so. It’s what keeps them swiping and hoping. Huge emphasis is on getting the profile, and critically the photo, spot-on. They know it’s important to stand-out from the crowd, to be unique, special and appealing, because “personal branding” can be the difference between a match or continuing singledom!