by marine@spinnakercommunication.ch | Jul 5, 2023 | Articles, Brand Strategy
How do you calculate the value of a brand? The emergence of intangible values The dematerialised or digital economy has changed the paradigms for calculating the value of a company and/or its brand. The turning point on a global scale was Facebook’s takeover of...
by marine@spinnakercommunication.ch | Jul 5, 2023 | Articles, Brand Strategy
Positioning, the ABCs of branding Post-neo-capitalism The labour, financial and ecological crises reflect the exhaustion of the dominant system. Capital seems to have come as close as possible to its dream of making money out of money. It’s not a question of...
by marine@spinnakercommunication.ch | Jun 8, 2023 | Articles, Brand Strategy
The 5 advantages of agency naming With over 10,000 brand names registered worldwide every day, developing a brand name requires a methodology that goes beyond providing a list of names or brainstorming. The main advantage of working with a professional agency is that...
by marine@spinnakercommunication.ch | Jun 8, 2023 | Articles, Brand Strategy
The 7 strategies of co-branding Co-branding, a powerful growth lever in the digital economy, uses the alliance of several brands/companies with different strategic objectives: 1. Multiply audiences for associated brands – image positioning For H&M, giving...
by marine@spinnakercommunication.ch | Jun 8, 2023 | Articles, Brand Strategy
The 8 keys to brand performance In the era of the digital economy, the corporate brand is no longer a detachable element of the company, the brand has become the key resource of the company and its organization No business performance without a brand – Why?...
