Â鶹Éç

Available for over a year

What’s in a name? Quite a lot if it’s Apple or Coca-Cola. Think about the damage to the reputation of BP since the oil spill in the Gulf. Peter Day talks to Jez Frampton, Global CEO of branding consultancy, Interbrand, about how to keep your brand on the cutting edge in these changing times and why more often than not when a problem occurs it’s more about problems in the company than the name of your product.