Latest Articles

Martin Roll – A global journey with a difference

Martin Roll - Business & Brand Strategist

Martin Roll swapped a thriving career in the Copenhagen advertising industry with an entirely new life in 2000, without a safety net on the other side of the world. Read this interview by Kim .  

Kering – Evolution of a global luxury brand company

Kering – Evolution Of A Global Luxury Brand Company

Kering is one of the world’s largest luxury goods holding companies. Headquartered in Paris, France, it employs more than 30,000 people globally. After LVMH and Richemont, Kering is the world’s third .  

How to create strong brand positioning

How to create strong brand positioning - Martin Roll

Brand positioning is the process of creating a distinctive offering for a brand, which differentiates the brand in the hearts and minds of the consumer, enhances its appeal and positively impacts .  

Brand architecture – Strategic imperatives for M&A

Brand architecture – Strategic imperatives for M&A - Martin Roll

In the recent past, organisations were using brand architecture to manage increasingly complex brand portfolios and implement business strategies that would allow them to manage their innovation .  

Brand Valuation: Evolution of a strategic practice

Brand Valuation - Evolution of a strategic practice - Martin Roll

Brand valuation is a domain of branding that is marred by inconsistencies and controversies. Every year, respected global publications come out with rankings of top brands in the world by their .  

CMO & CEO: Evolving Relationship In The New Age Of Marketing

CMO & CEO: Evolving Relationship In The New Age Of Marketing

The role of the Chief Marketing Officer (CMO) continues to evolve as the marketing function becomes more strategic but also equally complex and challenging. There is no doubt that the emergence of the .  

Brand naming techniques

Brand naming techniques

The central purpose of branding is to guide the consumer to choose your product a midst a dizzying array of alternatives. Since the brand name is used every time your company is referred to, it should .  

Managing Brand Equity – Best Global Practice Assessment

Branding By Financial Numbers - Measuring Brand Value and Brand Equity - Martin Roll

Even though there are several definitions of brand equity and multiple methods of measuring it, one thing is accepted as a fact by all marketers, it is very difficult to measure. Brand equity has a .  

Sony – The battle to stay relevant

Sony - The battle to stay relevant - Martin Roll

A highly relevant and discussed topic in the domain of branding is the importance of maintaining consistency for brands in marketplaces characterized by diverse cultures, increasingly empowered .  

The Secret to Starbucks’ Brand Success

The Secret to Starbucks' Brand Success - Martin Roll

The concept of the world being flat has extended beyond geographical boundaries to the rapid blurring and demolition of economic ones. Globalisation is not an expansionary mindset anymore and in many .