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.

Video killed the radio star – or did it? Why radio still has a part to play in marketing 

In the late 70s, The Buggles soared to stardom with the incredibly catchy song: “Video killed the radio star.” It was… More

0 comments | Marketing
The art of brand architecture: The many faces of the Virgin company 

There are plenty of reasons why we consider Virgin to be a quintessentially British brand. Despite it’s incredible size, this unique… More

0 comments | Branding
What is sub branding? Breaking down brand architecture 

No matter what kind of company you run, there’s a good chance that you hope to one day grow bigger, more… More

0 comments | Branding
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

3 comments | Branding, Naming
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

4 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
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