In an age where social media output can make or break brand reputation, the ability to personalise digital output is a key brand touchpoint. Penny Wilson, chief marketing officer at Hootsuite, discusses the importance...
Articles
Opinion: Who needs signs?
I have spent my life working out how to get people where they need to go. Wayfinding is the current name for it. (Although I think ‘wayshowing’ is a better description.) Signs can often be a blight; a hindrance rather...
Opinion: Do brands understand the value of customer experience?
Due to significant changes in the world of communications, brand experience has never been more important. Digital usage has matured, customer experience is acknowledged as sitting at the heart of many platforms, and...
Opinion: Why use brand thinking in a digital world?
The branding industry has long been talking about brand ‘being a two-way communication.’ This is completely true, but the essence of brand remains the same – it’s about connection. It doesn’t mean you’re higher qualit...
Opinion: How do you gain buy-in and a consensus for change?
In today’s complex, competitive world, it’s no longer sufficient to simply market quality. Gone are the days of relying on traditional marketing tactics or merely promoting the announcement of the arrival of a new sen...
Opinion: Is there an approach to design that builds brand loyalty
As a creative director in the current climate, you’re expected to produce strategically-led design. FutureBrand clients tend to be the major players in their field, often with well-established, recognisable identities...
Opinion: Can a slower approach to branding protect and build brand value?
As a company that works with brand owners on a day-to-day basis, we at Dragon Rouge recognise that the role is especially challenging these days. With a high turnover among CMOs, there’s great pressure to prove the sh...
Opinion: How did IG Design Group develop its tone of voice?
Our approach was to create a refreshed, design-led brand and we engaged our team across all disciplines and locations from the outset. We defined our communication ambition to enable colleagues, customers and stakehol...
Opinion: How can a brand navigate the challenges of gaining buy-in?
Gaining buy-in to invest in your brand is challenging. The path to great results is as much about navigating these challenges as it is about the brand work itself. Here are a handful of those we hear most often, with...
Opinion: Should global brands exhibit central control or local responsibility?
When rebranding a global organisation, there is a fine balance to be found between central control and local responsibility. Often the decision and mandate to roll out a new brand is driven from the global headquarter...