Apart from promoting themselves through CSR projects and other programmes, firms need to need to monitor their firm’s brand identity using smart programmes like Jungletorch.com. It aggregates comments and makes it easier to monitor the general sentiment towards a company – imagine the kind of feedback BP would be getting at the moment with regards [...]

Once upon a time, like in the post-War era depicted by the Mad Men TV series, clever people in marketing departments or an elegant advertising agency spent their time dreaming up catchy ways to lure consumers to their products. They created demand for things people never knew they wanted, they sliced up the market and [...]