So what is corporate branding? It is obvious that all forward-thinking organisations understand the importance of branding, but that does not mean that they necessarily understand what is required to deliver a strong corporate brand. The purpose of this article is to explain what we...

The Entrepreneur website defines a strategic brand proposition as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Which is, of course true, this only tells half the brand story – the visual or creative...

Corporate branding Every globally-recognised blue chip company (such as Nike, Starbucks, and Virgin) started small. But even when first starting out, they all recognised the importance of corporate branding and the benefits that a clearly-defined corporate brand strategy would bring to the table. This is true,...