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Transitioning from a family business to a family brand
July 17, 2021

One of the greatest challenges any business experiences in transforming from a profitable small business to a legacy enterprise is navigating the waters of succession. An effective succession plan requires more than just moving names around on an org chart or a legal charter. To invest in its future, a family enterprise must build the power of its brand.

Many family enterprises develop strong branding around their visionary founders. But what happens to this brand when the next generation assumes leadership? We explore how a family enterprise should build the power of its brand in conjunction with succession planning.

A brand apart: The enduring family business legacy of Mariano Puig Planas
June 19, 2021

Puig headquarters, Barcelona, 1990, 9:12pm, a young inexperienced product manager was looking at potential packaging designs for a new Puig perfume. He had to pick at least two finalists for a meeting with his boss the following day.

Puig headquarters, Barcelona, 1990, 9:12pm, a young inexperienced product manager was looking at potential packaging designs for a new Puig perfume. He had to pick at least two finalists for a meeting with his boss the following day.

Trust us, we’re a family business
November 16, 2017

In a world where public trust in businesses and other institutions is rapidly declining, family-owned companies are in a unique position to communicate and capitalise on their brands and values. Alexandra Newlove reports

In a world where public trust in businesses and other institutions is rapidly declining, family-owned companies are in a unique position to communicate and capitalise on their brands and values. Alexandra Newlove reports

On message: What is a family office’s brand?
March 8, 2017

A report by consultancy EY found family office branding can predict as much as 35% of return on equity when combined with growth ambition, sustainability, and family cohesion. But what is a family office brand?

A report by consultancy EY found family office branding can predict as much as 35% of return on equity when combined with growth ambition, sustainability, and family cohesion. But what is a family office brand?

Stakeholders, ranging from family members, professional advisers, employees, clients and communities, differ in their structural relationship to the family office, depending on whether it is a single family office (SFO) or multi family office (MFO).

Women in leadership and robust succession planning among hallmarks of successful family businesses
May 1, 2015

The overwhelming majority of successful family businesses have a clearly identified individual responsible for succession planning, and 70% are considering a woman for their next CEO, new research has found.

The overwhelming majority of successful family businesses have a clearly identified individual responsible for succession planning, and 70% are considering a woman for their next CEO, new research has found.

Bacardi and Hardys: branding the family business
April 10, 2015

Two businesses that have recently launched marketing campaigns inspired by the families behind them are Hardys Wine Company and Barcardi. CampdenFB found out how the campaigns came about

Two businesses that have recently launched marketing campaigns inspired by the families behind them are Hardys Wine Company and Barcardi:
 
Hardys-Five Generations of Devotion 
Hardys Wine Company
 
Why was the decision made to focus on the family heritage as part of the Five Generations of Devotion campaign?
Brand camp: how to market a family business
April 10, 2015

Many family businesses intuitively believe that family can add to their brand, but are they correct? CampdenFB looks at how the world of branding is changing, and why slapping family in your tagline and thinking that’ll do is no longer enough

US family business beats Amazon, Google for best corporate reputation
February 18, 2015

A family-owned supermarket chain based in upstate New York has taken out multinational behemoths such as Google and Apple to be ranked the number one company for corporate reputation in the US.

A family-owned supermarket chain based in upstate New York has taken out multinational behemoths such as Google and Apple to be ranked the number one company for corporate reputation in the US.

Wegmans Food Markets knocked last year’s winner Amazon from the top spot in the annual Harris Poll reputation survey of more than 27,000 US consumers.

Private banks struggle to win the hearts and minds of the wealthy
May 2, 2013

The wealthy are less in love with their banks than they are with the other brands and services they spend their money on due to banks' failure to capitalise on digital marketing opportunities, according to recent research.

The wealthy are less in love with their banks than they are with the other brands and services they spend their money on due to banks' failure to capitalise on digital marketing opportunities, according to recent research.

How to be a successful luxury brand
March 26, 2013

Luxury goods are the quintessentially modern products, charting the spread of wealth and aspiration to the most unlikely places. Campden looks at five things that luxury brands have to do if they are to flourish.

The spread of luxury is the story of the early 21st century. Take this fact: Louis Vuitton, which started life as a trunk-making business in Paris in 1854, will soon open a swanky new store in Kazakhstan. This follows the opening of a massive new store in Shanghai, right at the heart of what was once a hardline Communist state. Luxury goods are the quintessentially modern products, charting the spread of wealth and aspiration to the most unlikely places. Campden looks at five things that luxury brands have to do if they are to flourish in this strange new world.

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