Helen Edwards On Branding
Helen Edwards on Branding: Finding the right words
Even in a digital age, tone of voice is still the key...
Helen Edwards on Branding: Friendly fire
Emirates risks disturbing consumers with a strapline that hints at behind-the-scenes problems.
Helen Edwards on Branding: Big Society or the big so what
The Big Society debacle provides a clear illustration of the difficulties of...
Helen Edwards on Branding: Being patient with choice
When it comes to NHS reforms, marketing the benefits of choice is...
Helen Edwards on Branding: Take up the baton, maestro
A brand needs a conductor who can harmonise the marketing disciplines to...
Helen Edwards on Branding: With friends like these ..
The quest to prove the link between Facebook 'likes' and commercial value...
Helen Edwards on Branding: How banks keep you in line
Despite awful service, inertia stops people moving their accounts. Is a change...
Helen Edwards on Branding: Fashion brands that wear well
AllSaints and Superdry have a balancing act on their hands as they...
Helen Edwards on Branding: A slogan is forever
A strapline is no throwaway extra, but a core brand asset that...
Helen Edwards on Branding: Consumers are bad losers
Customer privileges, once given, are brand hell to take away. If you...
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