Mark Ritson’s take on the Dixons Carphone merger was excellent. A very funny, very pointed look at every type of disappointing rebrand there’s ever been. But what linked all the failed examples (both real and imaginary) is that they focused on names as the very centre of the brand. A name alone is not enough […]
There is no longer a chief marketer at the UK’s biggest retailer. Matt Atkinson, until this week the Tesco CMO, has been moved to an innovation role at the supermarket and has been reborn as chief creative officer.
If ‘brainstorm’ sessions are the limit of your company’s creative culture, it could be missing out on the untapped potential of its workforce.