Column by subject

Rebranding


A little movement Campaign, November 2016

The Co-op has just completed a textbook, best-practice brand relaunch. What could possibly go wrong?


Nowhere to hide Campaign, May 2016

Toxicity travels: why you can’t rebrand after a crisis with just a name-change


Rebranding made easy Marketing, June 2010

Handled with care, a strong brand can migrate to a new name if there is a business case to do so