We are a team of writers, experimenters and researchers providing you with the best advice with zero bias or partiality. Regardless of how different Oprah Winfrey or Gordon Ramsay might be, what they ...
This content is produced by a member of The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business. Since the early 1990s. Back ...
The first Admap in its new format, as an online report on WARC, is dedicated to one of the most challenging aspects of marketing management: Brand architecture. Parent, master, umbrella, sister or ...
The demand for brand strategy has never been greater or more tantalising. It’s not just that most companies are struggling with brand strategy – that’s been the case for decades. It is that these ...
The power of a second brand in the evolving global healthcare market, write Ram Subramanian and Dr. Rehan Baqri. Launching a second brand is a marketing strategy to address an unmet need distinct from ...
GSK Consumer Healthcare, due to rebrand as Haleon, has promised to continue driving brand investment ahead of sales growth when it demerges from pharmaceuticals business GlaxoSmithKline (GSK) later ...
The smartphone brand spun out from Huawei in a bid to circumvent US sanctions is keen to show what a different proposition it is. At the core of any corporate transformation, of course, is a new brand ...
Like a software update no one agreed to install, AI has quietly and profoundly rewritten the rules of brand strategy. Zero-click search has effectively sidestepped the web, and AI-enabled systems now ...
The first Admap in its new format, as an online report on WARC, is dedicated to one of the most challenging aspects of marketing management: Brand architecture. Parent, master, umbrella, sister or ...
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