Northern Rail, the largest train operator in the north of England, has appointed data-driven marketing expert Occam to work alongside online and mobile ticketing company [more…]
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Rawnet, a high-growth digital agency, today unveiled a purely visual identity, following entrepreneur and managing director Adam Smith’s acquisition of the full shareholding of the business earlier this year.
The agency, which has grown 60% in the past 12 months and now has 40 full-time staff, embarked on a complete brand refresh to better reflect its changing business model and emphasise its shift in focus, from inward-facing to end user.
The new logo reflects both Rawnet's commitment to making a commercial difference to its clients and the agency's passion for creating ground-breaking work which benefits the end user respectively.
By Steve Cook, brand strategy and planning, Marketing Team Direct
The last few years has seen an acceleration in brand science and sophisticated brand strategy development – enabled by a technology shift, data acquisition and interrogation, and let’s be brutally honest, the need for businesses to transform fundamentally in order to survive.
This growth in brand understanding, practice and exploitation has taken the subject of brand from art to science, from marketing function to boardroom policy and from image change to measurable shareholder value asset.
And yet, there are still businesses that consider brand as something distinct and separate from the rest of their organisation's infrastructure, operations and business strategies. It’s not just an image, or sales and marketing tool, it’s inherent to everything organisations need to do to engage the right customers or buyers. Brand is business asset. Organisations that don’t think in this way consider brand as a cost rather than an organisation-wide investment in their conduct, operation, offers and future. Consequently, they never realise the true value of embarking on brand development as central to business strategy and planning. [more…]