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For luxury and hospitality brands, knowing what to preserve can strengthen loyalty, originality, and long-term relevance.
How a 161-Year-Old Brand Stays Relevant
How a 161-Year-Old Brand Stays Relevant
Plus, why product innovation must precede any brand refresh.
When firms merge or are acquired, one of the first questions asked is 'what will the company now be called?' Big brands carry weight and that can inspire client loyalty.
Three communications leaders on turning major anniversaries into opportunities for cultural relevance and future growth.
Anyone old enough to remember drinking martinis from an office liquor cabinet on Monday mornings will tell you the Golden Age of brand advertising ended long ago. Back then, produc...
How Indian brands are turning nostalgia, regional identity and heritage into an “authenticity premium” that customers are willing to pay for.
Logos that once carried character have been flattened into interchangeable sans serif marks. Cars that used to have unmistakable personalities have become sleek, standardised machi...
Denim has outlasted every trend for more than 150 years. Here’s what the category’s endurance teaches us about brand relevance, reinvention, and building a lasting presence.
How to reposition struggling businesses and finding your way through your customers.
Even iconic brands can’t coast on familiarity forever.
Established Brands Should Learn From Insurgents Without Trying to Become One
Discover how brands can tap cultural celebrations and authentic visuals to deepen trust and connection.
BIC Nigeria has received two major honors at the 2026 Edge Awards, winning the Edge Outstanding Legacy Brand Award of the Decade (Corporate) and the Edge Outstanding Legacy Brand A...
BIC Nigeria has received two major honors at the 2026 Edge Awards, winning the Edge Outstanding Legacy Brand Award of the Decade (Corporate) and the Edge Outstanding Legacy Brand A...
More than two decades after its debut, Gilmore Girls demonstrates how a distinctive brand, loyal audience and smart distribution can create enduring value.
Luxury brands have witnessed three decades of unprecedented growth. In April 2023, LVMH, home to the likes of Givenchy and Guerlain, even briefly became Europe’s most valuable comp...
Companies should look inwards before they look sideways.
Not every brand has heritage to lean into, but they're doing it anyway.
<p>How to identify and engage with enthusiasts who buy your products on secondary markets.</p>
The chain had decades of name recognition and still ran out of customers. There’s a hard marketing lesson in that.
Building a lasting luxury brand demands distinctive identity, exceptional quality, financial discipline and consistently elevated customer experiences. The post What It Takes to Bu...
The effort will extend to creator partnerships and experiential activations and arrives as the retailer’s turnaround efforts begin to show results.
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