Researchers are advocating for an organisational memory to help companies fully encompass their past - the good, the bad and the ugly and avoid false narratives and cases of corporate amnesia.
Articles on Rebranding
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The branding saga of the name of HBO Max offers a clear lesson for marketers: when a rename threatens familiarity, consistency and clear messaging, customers will push back.
Competition in the car industry is intense.
In the wake of sexual assault allegations, how can the Abbé Pierre Foundation and the Emmaüs organisations move on from the symbolic figure of their founder?
A scholar of design who researches brand campaigns critiques the social media platform’s new look.
Top contributors
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Maître de conférences, LUMEN (ULR 4999), Université de Lille, Université de Lille
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Associate Dean, Centre for Responsible Entrepreneurship, EDHEC Business School
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Maître de conférences, LUMEN (ULR 4999), Université de Lille
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Associate Professor of Advertising and Public Relations, University of Tennessee
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Professeure des universités, LUMEN (ULR 4999), Université de Lille
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Senior Lecturer in Marketing; Associate Head (Global), University of Portsmouth
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Assistant Professor, Faculty of Business, University of New Brunswick