Helen Edwards on Branding: The third way
05 May 2010 | by Helen Edwards
Brands seeking to challenge a 'big two' need to find strategies that will build loyalty and recognition.
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Helen Edwards on Branding: From checkout to grave
11 May 2010 | by Helen Edwards
Those seeking a 19th-century precedent for Tesco's ubiquity should look to the once-mighty Co-op.
Helen Edwards on Branding: Time to get touchy-feely
28 Apr 2010 | by Helen Edwards
The emotional bonding that is crucial to any brand's success cannot be built using metrics alone.
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