How much does a brand name really matter? When I launched the sportEX medicine journal in July 1999, sportEX simply stood for sport and exercise - the medicine bit was the application of medicine in sport and exercise. Sixteen years later at a crossroads in the sportEX timeline, I decided it was time for a change, mainly because a lot of our content is not necessarily specific to sport, but in addition to this I wanted a brand that more strongly represented the philosophy and guiding principles of the business and so Co-Kinetic was born. This post explains just why this change in brand is so important to us.
This post explains why the co-operative nature of this new site is so fundamental and also what that means in practical terms in the way the site itself functions. If you're interested in business models,... Read More
Here's a few things you might want to know about the new site like such as what can you find and where, what's the difference between sportEX and Co-Kinetic, why the rebrand, what to do... Read More
This article sets out to explain the drivers and philosophy behind the new sportEX and Co-Kinetic website. This article is publicly available.
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