Strategy
Brand strategy for established companies, and the name
Why an established brand needs a strategy as much as a new one, how the name gets out of step with the business, and what to decide before keeping, extending or changing it.
4 min read
Journal
Articles on brand strategy
Every article we've published about brand strategy.
Strategy
What is brand strategy? Why it starts with the name
Brand strategy is the decision about who a brand is for and how it differs. Why the name comes first, and how design, tonality and communication make it recognisable.
4 min read