A MMMasterclass in using distinctive assets to build brand strategy

The Calgary Stampede is an annual rodeo festival held every July in Calgary, Alberta. The 10-day festival bills itself as the 'greatest show on earth' and attracts over 1 million visitors every year. ...

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The dot that cost a fortune: Has GOV.UK lost the plot (again)? strategy

When news broke that GOV.UK had been given a brand refresh by M&C Saatchi at a reported cost of over half a million quid, many British taxpayers let out a collective "Oh FFS!"... Was this really the b...

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Make Your Brand Great Again - surviving tariffs through brand equity strategy

As President Trump imposes tariffs on imports from various countries, businesses across multiple industries find themselves facing higher costs and will be faced with the conundrum of maintaining pric...

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What Airbnb can teach hospitality marketers about positioning strategy

Airbnb has revolutionised the hospitality industry, not by offering more luxurious accommodation or lower prices, but by positioning itself on emotional attributes and category entry points that tradi...

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