Contents
The long and the short of it... Why brand matters
Sheila Morrison, Director of Brand and Comms at Luminous, reflects on making the sometimes seemingly intangible nature of brand tangible and explains why she has chosen brand building blocks as the theme for this issue of Brand Matters.
Evolution not revolution
How Logicalis, the ‘Architects of Change’, went about building their new brand platform.
Engagement, EVP, employer brand. What’s the difference?
Brand Matters asks Adrienne Glad, Head of Internal Engagement at CDC, for her views on the meaning of employee engagement and the challenges of ensuring that everyone in an organisation knows what that is!
Taking the Informa brand into a new Orbit
As a FTSE 50 giant after the acquisition of UBM, Informa chose Luminous to create a fresh brand experience that was meaningful to both customers and colleagues.
It’s a knockout!
Mark Lockton-Goddard, CEO of technology consultancy embracent, reflects on how asking Luminous to articulate the firm’s values, building a brand platform and gaining a new visual identity have helped the company punch above its weight in the marketplace, including against the Big Four.
Talking brand
Why getting your brand’s tone of voice right speaks volumes and involves being more baboon... Top copywriter Mike Fleming explains.
Precision and momentum – the benefits of better brand building
Robert Jones, Professor of Brand Leadership at UEA and author of such books as ‘The Big Idea’ and ‘Branding: a Very Short Introduction’, gives his insights on the fundamentals and rewards of building a better brand.
The purpose of purpose
A Luminous discussion with Richard Hytner, Adjunct Professor of Marketing, London Business School, and founder of the creative management consultancy, beta baboon.
A name worth sharing...
Finding the right name for your business is a delicate balance of creativity and people management. Sam Russell of Reed Words explains how to make it happen.
Mind the (authenticity) gap
To succeed in a world where organisations are under increasing scrutiny, getting your brand building blocks (purpose, values, proposition, personality) right is fundamental. Julie Sim, Brand Strategist at Luminous, explains.