Purpose – To leverage the science of momentum and apply it to art of brand management. Design/methodology/approach – Researches the brand literature. Revisits our understanding of Newtonian physics. Studies the history of brands that have experienced the power of momentum. Shares early...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This paper is prepared by an independent writer who adds their own impartial comments and...

Purpose – The purpose of this article is to provide an interview with Robert Senior, CEO, EMEA of SSF (Saatchi and Saatchi Fallon Group). Design/methodology/approach – The paper provides an interview with Robert Senior. Findings – Senior discusses the importance of creativity and idea...

Purpose – Provides an interview with Alex Singleton, author of The PR Masterclass . Design/methodology/approach – Provides an interview with Alex Singleton, author of The PR Masterclass . Findings – Discusses the current state of PR. Practical implications – Offers advice on how the PR...

Purpose – The aim is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and...

Looking for a textbook approach to managing your brand? Sadly, there is no such thing. However, there are many sources from which to draw insights into successful brand management. Lego, McDonald’s and JCB provide three interesting examples.