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What is a brand and why do brands matter with Apple, Coke and Oatly

What is a brand and why do brands matter with Apple, Coke and Oatly

by Kim Ferguson | Jan 6, 2021 | Brand

Ever found it hard to explain what a brand is or why it is important? You’re not alone. Many people find it difficult to define. Historically, brands were created to differentiate products and services from one another, but the relationship we have with brands...
Darren Bowles: How we created a bold new typeface for Versus Arthritis

Darren Bowles: How we created a bold new typeface for Versus Arthritis

by Kim Ferguson | Dec 17, 2020 | Brand

I’d always had an appreciation for a well designed typeface, but it wasn’t until I had to help commission a new font for the British Heart Foundation (BHF) that I came to realise how much time, care and attention was involved in creating one. The font designer...
A cautionary tale about the brand personality of rocks

A cautionary tale about the brand personality of rocks

by Kim Ferguson | Dec 7, 2020 | Brand, Research and Insight

Have you ever been walking along a path, spotted a rock and thought, wow, that rock looks like a big New York type businessman, rich, smooth, maybe a little shady? Of course you haven’t. Rocks are inanimate objects and to describe one like a character in a TV drama...
Daryl Fielding: The story behind Dove’s “Campaign For Real Beauty”

Daryl Fielding: The story behind Dove’s “Campaign For Real Beauty”

by Kim Ferguson | Nov 23, 2020 | Brand, Marketing

Mark Ritson believes that every Marketer needs to know the Dove case study. In a recent  LinkedIn post, he explained that their campaign for real beauty was one of Unilever’s finest moments of brand strategy and its 20 year success story answers many of the questions...
A day in the life of a Charity Brand Manager

A day in the life of a Charity Brand Manager

by Kim Ferguson | Nov 19, 2020 | Brand, Charity

When I meet new people, I dread being asked the well-intended ‘what do you do’ question. I’ll often reply that I work in marketing instead of telling people that I’m a brand manager. I do this because I find that people have their own...
RSA: Building a brand to inspire people to commit to impact

RSA: Building a brand to inspire people to commit to impact

by Kim Ferguson | Nov 2, 2020 | Brand, Charity

What do Charles Dickens, Stephen Hawking, Nelson Mandela, Dame Judi Dench and David Attenborough have in common? They’ve all made their mark on history and they were also all fellows of the royal society for arts, manufactures and commerce (RSA). The RSA unites people...
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Kim Ferguson

Brand Manager
BHF

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