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.
