Rita Clifton on branding

Rita Clifton, Interbrand

Interbrand’s latest valuation of the top 100 brands is, predictably, the first time values have been seen to fall.

Rita Clifton on branding

Rita Clifton

NEW BRANDS WITH OLD TRICKS

Clearly, it has been a strange old year all round, on just about every level. And, as ever, most of humanity's hopes, fears and quirks show up in the brand world.

People's need for comfort, atonement, connection and hope are reflected in the rise of comfort foods, 'back to basics' attitudes to money and value, a new intensity of social networking and new expectations on sustainability.

And how about this in the past year? Starbucks launches instant coffee; Tesco, a well known grocer, starts a (real) bank; KFC starts...

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