Brand strategy, identity, and reputation.
Nike, down roughly 200 billion dollars in market value and recently dropped from the S&P 100, has added Alexandre Arnault, the 34 year old son of LVMH chief executive Bernard Arnault, to its board, a move that reads less like a routine governance pick and more like an attempt to import a very specific kind of brand instinct Nike has clearly been missing.
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At the Yale CEO Caucus in Washington this week, business leaders kept circling back to the same point, artificial intelligence may be eliminating redundant roles inside companies, but it has done nothing to shrink the value of a genuinely great boss, and in a room full of executives that argument crossed party lines with almost no pushback.
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As wealthier households come to drive most of consumer spending while the middle class quietly runs out of room, economist Katica Roy points to IKEA as a case study in a different bet, a brand built around staying present in as many homes as possible instead of chasing the customers with the most money left to spend.
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Luxury is not always announced by a logo. In Bavaria, it may be found in the weight of fine fabric, the cut of a bodice, the feel of leather and the precise fit of a jacket designed to be worn for ye…
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Harvey Nichols collapsed into administration after 35 years under Hong Kong billionaire Sir Dickson Poon, and Mike Ashley's Frasers Group picked up the UK operations for a modest 43 million pounds, a purchase price that looks small next to what retail consultants say it will actually take to rebuild a luxury brand that lost its customers long before it ran out of cash.
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A four year old neurotech startup years away from any real product just added Ray Kurzweil as an advisor, a move that reads less like a hiring decision and more like a branding strategy, borrowing a famous name's credibility for technology that has not yet left the lab.
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VENICE 2026 | ROYAL GENTLEMEN | CONGRESS AWARDS Diplomacy, music, philanthropy and international leadership meet at Ca' Sagredo On 11 September 2026, d…
Alisia Born ·
An invitation-only celebration where fashion, opera, art and international connections meet during Paris Fashion Week Paris has a particular way of turning an event into an experience, an…
Alisia Born ·
Google wants Gemini users to stop guessing which feature a task requires, but the app hands out a separate brand name to nearly every capability inside it, and Anthropic, OpenAI, and the wider AI industry are making the same mistake, turning what should be one simple assistant into a portfolio of sub brands only an engineer could love.
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A new survey of two thousand managers finds that most suspect their employees of inventing excuses to sneak off during summer, and half admit to doing exactly the same thing themselves, a gap between stated workplace culture and lived behavior that says more about employer trust than about any single generation.
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Van Cleef and Arpels has opened a two level flagship on Rue du Rhone overlooking Lake Geneva, the latest sign that heritage jewelry and fashion houses are pouring resources into destination retail and cultural moments rather than standard product displays, even as luxury spending grows more selective.
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Sun Life Grepa Financial has been recognized with a Gold Award for Excellence in Employer Branding at the HR Excellence Awards 2026 and the Social Impact Initiative of the Year Award at the Insurance Asia Awards 2026, a rare double win that ties its internal culture to its work expanding financial protection among underserved Filipinos.
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The platform's first brand refresh in ten years keeps the famous script but squares it up and calms it down. The design is careful and considered, and then one letter turned the whole launch into a joke.
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A cheerful tumbler promotion in South Korea landed on one of the most solemn dates in the country's memory. The lesson is not that Starbucks was careless. It is that translation was never the hard part of going global.
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For years brand building has been treated as the fuzzy half of marketing, the spend you justify on faith while performance gets the spreadsheet. That reputation is not really about brand. It is about lazy measurement, and it is finally fixable.
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The soda giant rolled out a tighter global identity built to survive tiny phone screens and endless formats. The new type looked confident and clean, and within a day people online were holding it up next to a cigarette pack.
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By moving the Ultra badge onto its familiar folding phone and giving the new wider model a plainer name, Samsung is using branding to buy pricing room as memory costs eat into every handset it builds.
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Japan has registered Nihoncha, its national tea, under the geographical indication system to curb imitation matcha and tea sold abroad. It is the first nationwide product to earn the protection, and a clear lesson in why a valuable name has to be actively defended.
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Epic Games showed exactly how AI sits inside Fortnite's design process, with artists using tools like Nano Banana and its own GenMedia Bridge to speed up concepting while keeping human judgment in charge. The demonstration was really a careful piece of brand management.
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Virtual creators are moving from novelty to media strategy across the Middle East, and the agencies behind them say the appeal comes down to one word, control. Pixel, which calls itself the first AI influencer talent agency, wants to make Dubai the global home for synthetic stars. For brand owners, the promise of a flawless, always available face raises as many questions as it answers.
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When a console maker ties itself to the biggest game launch of the decade, the marketing has to be flawless. Sony's plays best on PS5 push for Grand Theft Auto 6 shows both the power of that association and how fast a small slip can undercut it.
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For decades Ferrari sold the roar of an engine and the promise of scarcity. With its first electric car, a silent four door built for families, the company is running the riskiest brand experiment in its history. The early reaction shows just how high the stakes are.
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For years the smartest branding move for a Chinese company chasing Western shoppers was to hide where it came from. Now brands from fast fashion to electric cars are doing the opposite, betting that being Chinese has flipped from a liability to manage into an asset to market.
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BYD is restructuring brands like Denza, Ocean, and Fang Cheng Bao to be accountable for their own profit and loss, and to own their own product, design, and channel decisions. It is an accounting change with a branding goal, ending the sameness that made its many badges blur together.
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KFC is undertaking a global brand evolution across its menu, restaurants, and visual identity, framed as a real business strategy to define what modern fried chicken looks like. Here is what is changing and why.
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Hyundai is treating its official 2026 World Cup partnership as a year round branding play, pairing splashy films with fan fests, youth camps, and creator content built to earn fandom rather than a single ad moment.
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