Brand Identity

Tackling marketing’s awareness gap

Raising brand recognition might seem like an easy marketing hurdle to overcome. After...

The risk of playing it safe: why comfort is the enemy of growth

In marketing, the term “safe” may evoke a sense of security. It prevents blowback,...

Silent signals: how brands communicate without saying a word

We marketers have a tendency to fixate on words: campaign slogans, content, and execution....

Building credible brand image through awards

Award-winning is important in any sector, but for one as unique and essential as...

Prestige to pressure: why Jaguar’s CEO stepped down after a rebrand catastrophe

Adrian Mardell, CEO of Jaguar Land Rover, will step down. He was in charge for three...

Build, don’t just sell: escaping the trap of short-termism

In today’s marketing landscape, everything is urgent. Budgets are more constrained....

Experts advocate for talent renewal, measurable impact in  PR

Nigeria’s PR industry stands at a crossroads, shaped by technology, shifting audiences,...

Why D2C brands must build loyal communities

Direct-to-Consumer (D2C) companies are everywhere in today’s digital economy. They...

It’s the little things: building brands in a detail-driven world

In a marketing environment overflowing with information, competition, and choice,...

Stop outsourcing emotion to brand, start leading with it

Brands are often urged to be sentimental in today’s environment. When a campaign...