25 min listen
22. How do you name a corporate brand? with Essity
FromFuture Proof
ratings:
Length:
28 minutes
Released:
Apr 15, 2019
Format:
Podcast episode
Description
What’s in a name? When you are a global company, known throughout the world for health and hygiene products including TENA, Tork, Bodyform, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa, it’s actually pretty crucial. Gabriella Ekelund talks to us about how Essity went about choosing a new name, the approach to stakeholder management, the rebranding process, and the reception it received. She also discusses what Essity means… both literally, and as a corporate brand with a bigger purpose. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar.
Released:
Apr 15, 2019
Format:
Podcast episode
Titles in the series (100)
2. What does ‘trusting a brand’ actually mean?: Charlie Hiscocks explains what brand trust means today, in this new marketing podcast from Kantar & Saïd Business School. by Future Proof