Michael Robinson of Totaljobs

Michael Robinson, Marketing Director at Totaljobs, discusses the importance of branding to manage complex architectures and maximise the value of acquisitions in aggressive growth strategies

New Scientist magazine as a brand has been around for 50 years. With this branding project we were attempting to put a bit more structure around our brand strategies. With a brand that has been around for that long, with big personalities and big egos driving a lot of commercial progress and editorial content, we needed to have it more established, more written down, more recorded rather than having it in the minds of a few key individual. The branding project meant we were going to extract this information and lay it down so that everyone in the whole organisation could understand it and implement it.

Sophie Ashworth, Head of Marketing, New Scientist

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