Is the concept of brand differentiation overrated? Brenda Kassir, chief strategy officer at Livingroom Communication, explores this theme and demonstrates how brands from the Middle East should instead be more distinc...
Opinion
It’s time Middle Eastern brands focus on building distinction rather than carving out differentiation
Can you afford not to create a 3D brand?
Katy Rea is the founder of Battalion, a design studio and creative agency based in Manchester and Berlin. She discusses how the implementation of 3D branding can create a more purposeful identity in make-or-break situ...
What comes first: business strategy or brand strategy?
Mohamad Badr is the chief strategy officer and head of growth at Dubai-based Brand Lounge. He outlines his belief here that a company’s business strategy must follow its brand strategy, not the other way around....
Rebranding in the pandemic
Patrick Honein, founder of integrated marketing agency Sputnik Floyd, discusses his firm’s highly successful project with the Ras Al Khaimah Tourism and Development Authority which won two golds, a silver and a bronze...
Designing for life
Ahmad Al-Saadi, the general manager at Gulf Advertising in Business (ADinB), questions whether it is strategically important to design for life to create a successful sustainable brand....
Creating the flower on the conveyor belt: The power of beautiful thinking
Paul Domenet, partner and communications director at London-based agency Free The Birds, talks about the brilliance of Leonardo da Vinci. He argues agencies can use him as an inspiration, even in the year 2022....
The weakest link in brand development
Veb Anand, chief strategy officer at Principle, makes the case for strategic brand implementation. The origins of modern brand consulting can be traced back to the 19...
Going beyond brand guidelines and playbooks
Tom Gilbert, executive creative director of Design Bridge Shanghai, discusses alternative thinking and solutions to brand inconsistencies in media and sales channels which can plague brand governance....
Brand-led decision making
Tom Warden, strategy director at Landor & Fitch, believes that brand can drive the future success of businesses if properly utilised. He argues that if businesses are willing to make trade-offs to strengthen the b...
Let’s Dance
Anthony Miles, managing director at brand and design agency BOND writes that for business and marketing leaders, the greatest test of our time is not how fast you can run, but how well you can dance....
- Opinion
