The subtleties of brand migration in a people business

This is one of two Passionbrand projects to have been jointly commissioned by Marketing and HR (easyJet was the other one). It inspired us to write an article (Marketing, January 2008) on the growing influence of HR on brand and marketing strategy.

For the Co-op, the issue was how to develop and implement new brand architecture following the merger of two of the Cooperative’s largest travel businesses. It involved discovering where the greatest brand equity lay, analysis of factors such as staff loyalty and IT, and recommendations for a phased programme of brand migration.

Read article: ‘The HR Marketers’