Brand Fabrik: Stewart Hodgson

As we build brands and shape reputations, we rarely miss an opportunity to polish our own reputation. Brand Fabrik is a series of regular articles raising topical issues relevant to anyone in branding, digital design and marketing communications.

Glocal warming: How glocalisation is changing the business environment 

Visit Shanghai, and you’ll be able to get a Peking duck burger for your lunch from KFC. Hop on a plane… More

0 comments | Marketing
Great global branding: Building brands without borders 

A few decades ago, in the 1980s, there were only a handful of brands big enough to deliver their products and… More

2 comments | Branding
Future brands: Out of this world branding from Virgin Galactic 

It’s human nature to look up to the sky at night and feel a sense of awe. Even if you live… More

0 comments | Branding, Marketing
Your guide to sonic branding: A sound strategy for business growth 

In a crowded marketplace packed full of new ideas, innovative products, and exciting companies, branding is more important than ever. For… More

2 comments | Branding, Marketing
Indulgence and innovation: Luxury branding in a post luxury world 

The definition of ‘luxury branding’ is changing. In the past, luxury used to be all about pleasure, exclusivity and opulence. Now,… More

1 comment | Branding, Marketing
What’s in a Naim? The incredible story of Naim Audio 

Great branding is all about standing out from the crowd. Some companies achieve this differentiation with exceptional customer service. Others do… More

1 comment | Branding, Marketing
How to name a product: Golden rules for next-level names 

Naming something is tough. Whether you’re choosing a title for an single new product or completely reinventing your entire product portfolio,… More

1 comment | Branding, Naming
Green is the new black: How to stitch together sustainable fashion brands 

Can your style save the world? In an era where consumers are beginning to question the sustainability of the average business… More

1 comment | Branding, Marketing
Gone, but not forgotten: How dormant brands lose their spark 

A brand is an incredible thing. It brings life to your company, helps you to cultivate loyalty with a strong personality,… More

2 comments | Branding, Marketing
Take note of audio branding: Turn up the volume for marketing success 

Sound is more powerful than you’d think. Have you ever wondered why we remember obscure tunes from TV shows for months… More

2 comments | Branding
Brand names for sale: Shortcut to a brilliant name for your business 

If you’ve been searching for the perfect brand name, without success, don’t despair. You’ve come to the right place. As a… More

0 comments | Branding
Wearing Wimbledon with Fred Perry: A quintessentially British brand 

Anyone for tennis? When it comes to Great British brands, it’s impossible to overlook the style and sophistication of Fred Perry… More

4 comments | Branding, Marketing