Video: British Gas' new Hive brand explained

British Gas has promised to revolutionise energy with its Internet of Things-inspired sub-brand Hive, allowing consumers to manage their energy usage via a sophisticated mobile app.

British Gas' new Hive brand explained
British Gas' new Hive brand explained

Marketing visited the firm's offices to speak to Hive Active Heating head of product Andreu Tobella to find out how the product works and why it promises to change consumer behaviour for ever.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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