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What makes shoppers truly loyal? It’s not price – it’s brand love

Kmart, Mecca and Bonds prove that the future of retail belongs to brands we love, Grant explains.

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News

Introducing our new specialist Consumer Brands capability

With the team from Davidson Branding now part of Principals, we’ve added a specialist capability in consumer brands.

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Article

WiseTech and the problem with founder-led B2B brands

Despite what WiseTech Global boss Richard White says, if you can’t separate the founder from the brand, that’s a massive corporate risk. Especially for B2B brands. Tim Riches explains.

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Article

What’s the point of brand when there’s no choice?

Moensie Rossier argues that branding is essential even for “low-touch brands” which also need to actively build trust and relevance by demonstrating their value and engaging with the public.

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