Though the design category at Cannes Lions recognises one aspect of branding, it fails to look into the brand strategy behind the design and thus fails to recognise the core creativity of the projects it judges....
Articles
Avoiding clichés in gender-specific alcohol packaging
Brands are targeting a new generation of women who reject the flowery, pink-hued packaging designs of the past. Vodka brand LBD – launched in the UK this spring by Brown-Forman – is aimed at 19-24 year-old women who a...
#Transform Tuesday: 16 June
Every week, Transform examines recent rebrands and updated visual identities. This week’s picks are below. For more from #TransformTuesday, follow @Transformsays Fre...
Brand in action: Transport for London
Paint the town red What: The city’s growing cycle scheme began life in Barclays blue and saw their prominence grow alongside the partnership. Yet, in February 2015, S...
Bruised but not broken
For brands with sustainability and CSR sins in their pasts, the future may require penance. How can companies transform their bruised reputations to become ethical saints? David Benady investigates....
Opinion: How can a brand stand out and build a set of brand crown jewels?
The word ‘iconic’ is often bandied around with reference to pack design – and it is frequently overused. Genuine icon status, such as is attributable to the Coca-Colas, McDonalds, Nikes and Marlboros of the marketing...
The sound of brand
The atmosphere at the Audio Branding Awards 2015 in Berlin was like that of a tribe. A hodgepodge of composers, marketing professionals, entrepreneurs and brand enthusiasts, many of whom carved out the beginnings of t...
Opinion: When is a brand strategy not a brand strategy?
There’s a pattern to many branding projects. From global powerhouses to plucky start-ups, there’s a bell curve that most experienced brand agencies will recognise all too well; from optimism and confidence to inevitab...
Dreams come true
In designing a new flagship, Hamleys brought imagination to life across nine different experience- led worlds of play. How did organisational and experiential strategy impact the brand? Brittany Golob reports....
Opinion: How can brands survive in the age of the driverless car?
With driverless cars now being trialled from Milton Keynes to California, the automotive industry is set to face its biggest revolution in the past 100 years. At last...