Blogs & News

Throughout the history of leading global brands, one rule keeps repeating: brands do not collapse because they lose market share, but because they lose their strategic role within the organization. When a brand is reduced to a communication function—rather than a strategic lens that shapes how a company understands the world, operates internally, and creates value—crisis becomes only a matter of time. Classic failures such as Kodak, Blockbuster, Nokia, and Uber offer us deeper perspectives on the true role of branding and the alignment between brand positioning and business strategy.

In modern communication - where every brand has only a few seconds to shape its image in the public’s mind—“good content” is no longer the deciding factor. What matters more is whether the content is rooted in the brand’s identity, whether it is resilient enough to endure across campaigns, and whether it enables the public to understand – think – feel correctly about the brand. Viettel High Tech’s A80 campaign is a prime example of how all Brand Content only becomes valuable when it is built from the brand’s core. It is this foundation that created the campaign’s powerful impact: more than 83 million impressions and a discussion volume 16 times the original target.

October 2025 marks a historic milestone as Timor-Leste officially becomes the 11th member of ASEAN. In this context, Telemor – the leading telecommunications and technology provider in Timor-Leste – undertook a comprehensive brand repositioning with BrandCreativity, marking a new chapter after 12 years of partnership. This milestone is the result of Telemor’s strategic vision and sensitivity to its national context, with the ambition to ensure the brand does not merely serve the market, but actively creates real value for Timor-Leste in this new era of regional integration.

According to the latest data from YouGov BrandIndex, July 2025 saw an impressive rise in Ad Awareness scores for three brands: Omachi, Panasonic, and Abbott. Brand Creativity’s analysis reveals that behind these numbers lies a shift in communication thinking - where brands are not just running ads, but creating brand experiences that are deeper and more emotionally resonant.

When your old positioning still makes sense, but no longer fits the times