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Brand Strategy

Consumer Health

Consumer Health

It is not sufficient for consumers to want to decrease sugar intake. Brands should offer appealing products that help reduce consumption.

Brand Strategy

Brand Strategy

As the problem of loneliness increases around the world, marketers and brand strategists must find ways to portray their brand as ‘warm’.

Brand Names

Brand Names

Study finds that using unusual spellings for a brand name to make it seem cool and trendy could backfire – and make it appear less sincere.

Luxury Brands

Luxury Brands

Branding expert says this is because they don’t have a convincing, precise and emotional story that is told through the eyes of the clients.

Brand Strategy

Brand Strategy

Long-established sports brand launches ‘Adidas Sportswear’ line to take on Nike for a bigger share of the global Generation Z audience.

Brand Legends

Brand Legends

ollof rice, yam and pepper soup are traditionally on the menu in Nigeria. How, then, did an Asian noodle become a much-loved brand?