Articles by Claessens International
23 November 2012
This month, branding specialist Claessens International highlights the path taken by Central European Distribution Corp when the Soplica vodka brand found itself struggling in discount stores in its home market of Poland.
20 September 2012
Many brands in the drinks industry rely on strong connections with their country of origin. James Boulton, creative and managing director of branding specialist Claessens International, discusses how brands can use their provenance to unlock the latent brand equity in their country of origin, and how this association can be kept fresh and relevant for the consumer.
26 March 2012
One of the more cutthroat sectors in the drinks industry is the vodka category. In recent years, the cocktail boom in markets such as the US has prompted the launches of new vodkas on an almost weekly basis. With so many brands around, James Boulton, creative director of branding development specialists Claessens International, gives his opinon on how you can make your brand stand out from the crowd.