What's in a name? You may not think often about branding, but the recent WH Smith branding story (or was it a stunt?) is well worth reading about in this excellent and free article from Creative Review (when you have a few minutes). You will learn more about the art, science, role, and relevance of branding through a real-life case study, one on which you are bound to have an opinion! #insurance #reinsurance #insurancePR #insurancecommunications
Head of Membership and Insight @ CharityComms | marketing, communications, data, social media and comms
After passing about 50 (and using at least 2) of their outlets on recent travels from Belfast to Stansted to Liverpool Street, this was an interesting summary of what brands (especially heritage brands) can learn from the trial of a new WHSmith logo. Tell your story - "sharing the strategy is not necessarily going to make audiences like the new design, of course, but at least it will help explain it and put pay to the ‘we need to see the brief’ defence." Be consistent - "people need to know at a glance who is speaking to them, whether that be in a digital or real life space. If your branding is confusing, that point of connection is easily lost." #branding #brand #WHSmith #HeritageBrands #storytelling
