Rather than make people redundant, Marcello took a pay cut. Then, the partners did. Then everyone did until they got back on their feet. They weathered the storm.
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Simplifying planning for UK high streets can help build on their unique charm and character, making the process easier and more inspiring for shop owners.
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Religions were the original 'going viral'. Brands, like religions, thrive on storytelling and emotional resonance. Does your brand?
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If asked to name a brand with running at the core of its character, chances are you'll say Nike, not Blue Ribbon Sports Shoes or Onitsuka Tiger Shoes. This is why.
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When Lidl and Aldi came along, they didn't adhere to strict, imposing middle-tier own-brand packaging guidelines. They didn't treat toilet roll packaging graphics the same as honey.
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We agree with some of No Logo's content, but not its title. A logo is a tool; it performs a task: 'Notice me, remember me.'
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Do we all fly in Wright Brothers planes today? Do we listen to music on a Fraunhofer Institute MP3 player? Do we all drive a Robert Anderson electric car?
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When Avis was smaller than Hertz, which was the largest car rental company in the USA, Bill Bernback came up with a campaign based around the slogan 'We try harder'.
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THINK isn't just a logo, meaningless slogan or marketing veneer. That’s how, in 1969 IBM helped fulfil JFK’s dream of putting men on the moon and returning them safely to Earth.
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Diabetics have access to insulin pens and patches linked to phone apps to manage their disease and make their lives less disrupted. But some people, like my Mum, can’t deal with that.
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A pioneer of Fairtrade and Organic businesses. While talking with Craig Sams, he told us why he never named a company after himself and shared how their branding journey began.
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Many brands have stands at trade shows. These can be expensive to exhibit at. We've summarised the top tips from Waitrose buyer Joanna Lynch to help you get the most out of them.
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We met Waitrose buyer Joanna Lynch. If you want some insights into what frustrates buyers and what gets them excited about a potential supplier, carry on reading.
