David Rattray

Branding experts see value in Cadbury

Cadbury

Brand experts, including Interbrand’s Rita Clifton, have backed Cadbury’s assertion that the company has a “performance-driven value-led culture” that makes its independence hard to erode.

Car maker mergers not a silver bullet

Porsche 911

Moves by automotive giants Volkswagen and Peugeot to create superbrands through mergers with Porsche and Mitsubishi respectively will fail to reignite the struggling car industry, branding experts have warned.

Post Office needs to connect to community

Post Office

The government service has been reviewing its direct marketing and branding business since February and opted to retain DraftFCB to handle the £15m account earlier this week. As part of the four-year contract, DraftFCB will now have to “develop and exploit the Post Office’s consumer database to optimise customer value… as the Post Office attempts […]

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