Christian Purser, CEO at Interbrand London, argues purpose (or brand leadership) should become a key consideration for brands seeking future success. This year, again...
Transform
A new brand is like a newborn
Steve Hickson is executive creative director of Ensemble Studio, FleishmanHillard UK’s design and creative studio. He discusses how a flexible but consistent approach from creative agencies can help clients embrace a...
Using intent to navigate the complexities of brand communities
Mike Fantis, VP and managing partner at London-based DAC Group, explores the complexities of brand communities and explains how to match intention to the right community....
Balancing features and feelings
Robin Kadrnka, strategy director at London-based design agency Together Design, discusses how, for her technology sector clients, there exists a familiar struggle between hearts and minds when it comes to branding....
AI and online moderation: why context is everything
Matthieu Boutard, president and co-founder of Bodyguard.ai, considers how brands can best navigate the tricky waters of online hate speech and content moderation. Elo...
Pet food brand Harringtons modernised by Robot Food
Following a dog ownership boom in the UK, Harringtons wanted to ensure it remained ahead of the competition in the category by evolving its brand in line with customer’s changing needs. Targeting better on-shelf stand...
Intellectual property: should brands get metaverse ready?
Mark Caddle, partner and trade mark attorney at European intellectual property firm Withers & Rogers, discusses some of the legal issues brands are facing following the advent of the Metaverse....
Everland designs purposeful new identity for Danish cycling brand Kildemoes
With the aim of pushing back against the success of new brands and other forms of transportation, Kildemoes turned to global FMCG design agency Everland. Designing a new tagline, ‘A Life in Motion’, the agency also re...
How brands can stay front of mind in an era of continuous disruption
Daniel Todaro, managing director at creative customer experience marketing agency Gekko, advises readers on what is driving consumers during these difficult times and how brands might best react....
London-based Free The Birds designs new brand world for Erno Laszlo
The global luxury skincare brand company sought the help of Free The Birds to elevate its position as a pioneer in the wellness skincare space through a new brand identity and positioning. In a bid to refine the brand...
