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Brand Strategy
Thinking
'BLANDING': HOW DESIGN TRENDS THREATEN COMMS EFFECTIVENESS
Is design becoming homogenised? We think so. And that can mean only one thing for effectiveness.
Richard Parker
May 11, 2021 . 3min read
Brand Strategy
Thinking
LOOKING AFTER OUR KIDS: A NEW KIND OF 'SOCIAL PURPOSE'
In a world rife with 'purpose-washing', is investing in kids a new kind of social purpose brands can authentically get behind?
Milica Djurovic
May 4, 2021 . 3min read
Brand Strategy
Thinking
Making the leap from niche product to mainstream brand
What does it take to turn a niche product into a mainstream proposition? Caitlin Amman explores...
Caitlin Ammann
February 2, 2021 . 3min read
Brand Strategy
Thinking
Should your brand back or block black friday?
The annual consumption-fest has become part of the retail calendar – but is the revenue worth the cost?
Caitlin Ammann
November 24, 2020 . 3min read
Brand Strategy
Thinking
Can brands be built on social media?
We look at whether social media is a complete non-starter when it comes to brand-building – or whether we've just been using it wrong.
Richard Parker
September 30, 2020 . 4min read
Brand Strategy
Thinking
leveraging tribes and network effects to build businesses
Is demographic targeting the best way to build brands, or can leveraging tribes and their network effects deliver a bigger (and more effective) bang for our marketing buck?
Richard Parker
July 28, 2020 . 2min read
Brand Strategy
Thinking
How to think about brand purpose
With so much crap written about brand purpose, we've tried to define purpose-driven businesses and when communications should get involved.
Richard Parker
June 30, 2020 . 3min read
Brand Strategy
Thinking
Is empathy a bad thing?
Richard Parker, Edge Executive Planning Director comments on Pepsi's latest push into empathetic marketing
Richard Parker
May 26, 2020 . 3min read
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