Traditionally, corporate brands have hidden away from view, with product brands taking centre stage. Now, however, they must demonstrate meaning and purpose under increased scrutiny.
In our first issue of Brand Matters, we discuss some of the key issues and growing trends facing corporate brand leaders today.
Edited by Luminous' Co-founder and Creative Partner, Jon Towell, the publication is a collation of thought-leadership articles on the theme of 'Nowhere to hide: the changing face of corporate brand' written by a number of experts in the areas of corporate narrative, values, culture, creative, employer brand, sustainability, digital content and measurement.
Interviews with The Chartered Institute of Marketing, The Design Business Association, Leeds Beckett University, as well as global brands, Informa and Logicalis also feature.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.