brand engineering

Sponsorship? I’d rather a partnership, thanks

The definition of sponsorship has changed greatly over the past decade or so, to the extent that it’s almost not the correct word in many circumstances. Sure, there are still times when a worthy cause needs support to make a worthy event a reality, and it’s worth writing the cheque in return for recognition from …Read more

Rebrand, refresh or re-engineer?

If you’re thinking about rebranding your organisation, you may want to think again. Don’t get me wrong, I’m not for one minute suggesting you shouldn’t be constantly thinking about your image, your place in the world and how they can be refreshed, reinvigorated or just fine-tuned. Quite the opposite, in fact. It’s just that most …Read more