By: Alex Cook
Your business name is an important part of building your brand. You want your company name to be the first thing people think of. In Australia, when people order a “Rum” drink with a soft drink, they don’t ask for a ‘Rum and Cola’, they ask for a ‘Rum & Coke’ – now that is market power.
By: Michael McQueen
While a crisis provides a unique opportunity to recalibrate and rediscover the unchanging DNA that makes up your business, it is also worth examining the possibilities and perils of significantly changing your business in the face of crisis and straying too far from your brand identity.