A brand extension strategy that doesn't sacrifice authenticity featured image

Simple brand extension strategy that doesn’t kill authenticity

ByJóhann

Brand extension strategy should nurture the perceived authenticity of your brand. Authentic extensions maintain standards and style, honor brand heritage, preserve the brand essence and avoid brand exploitation. Authenticity is one of the most valuable assets of symbolic brands and should be included in a broader extension strategy. When a brand grows in favor in…

Place Branding illustration

What is place branding and how do you build a place brand?

ByJóhann

As globalisation rages on, the competition between places is more than ever. Nations, cities, regions and towns strive to differentiate themselves from the competition in order to attract people, capital and institutions.  A powerful tool to achieve that is a place brand. Surprisingly, this is a relatively new concept and is a result of a…