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Managing a Brand Portfolio of Workwear

Brands represent a company’s most valuable intangible assets. As such, critical decisions about brand portfolios must be made within a context of sound strategic considerations.


Why is Over-the-Top Content Driving Brand Awareness?

Let’s face it, your brand doesn’t exist without your customers; no one is going to buy anything from you if they don’t know you exist and, no matter how awesome your product/service offering, it’s completely irrelevant if no one is using it. That’s why increasing brand awareness is key to any successful marketing strategy—it’s that simple.


A Closer Look at the Rebranding of Coca-Cola Zero

Coca-Cola is stepping up efforts to drive transformation into a “Total Beverage Company” that relies less on its core carbonated soft drinks. Last January, transitioning away from its traditional brand architecture, the 131-year-old global behemoth that sells 500 brands in 200 countries, streamlined its trademark brand portfolio into a cohesive “One Brand” strategy.