Caroline is currently the Group Head of Advertising, Sponsorships and Brand Activation at UBS.
Relaunching the UBS Brand
by Caroline Darcy, Group Head, Advertising, Sponsorship & Brand Activation, UBS
Think about the beginnings of starting a business - nobody knows who you are and they definitely aren’t aware of your brand. Your brand needs to be ‘activated’ before it can be of any use.
But this doesn’t just apply to new brands. If a business wants to rebrand itself, it needs to do more than make a few changes and hope people notice. It needs to switch people’s minds over to the new brand and make them aware of it.