You can’t escape sponsorships. Brand logos, endorsed celebrities and promotional products are all over our screens and their...
A marketing strap line (in my opinion at least) should summarise what your brand stands for in just a few words. It doesn’t have to be descriptive (although some are like eBay’s “The world’s online market place”), it should support your brand positioning and communicate what you are about. This all sounds rather easy, but trust me it [...]
One of the most tried and tested tools in the brand manager’s box of tricks is to associate their product or service with another in order to benefit from the 3rd party’s existing positive branding.