Tony the Tiger. Kool-Aid Man. Hamburglar. Mascots have played a significant part in major brands' storytelling through the decades. Now, after a small hiatus, new brands are introducing their own family of charact...
Transform
Challenging the future to be different from the past
Kostas Konstantinou, creative director at global brand specialists 1HQ, discusses the importance of constantly evolving strategic thinking, as demonstrated in projects undertaken with Lipton Tea Polska and Twister Myt...
Science: the secret ingredient of a successful pharmaceutical brand
Katie Vanhoutte, head of strategy at FutureBrand Paris, explains how and why pharmaceutical brands are adapting their visual identities to fit an ever-evolving landscape....
Surprising Stories - your agency has more stories to tell than you think
Alex Blyth is the managing partner at PR agency Red Setter. He explains the exciting and innovative ways that agencies can garner media attention. “We don't have much...
Little Big Brands repositions Touchstone Pistachio Company
Having decided to become its own brand from once being a private label, Touchstone turned to New York-based branding and package design firm Little Big Brands to craft a new brand positioning. In developing the taglin...
The art of the standout
Will Miles is a copywriter at London-based independent creative agency bandstand. He discusses the difficulty modern brands have in our noisy world of standing out, before explaining solutions to this issue....
Communicating a brand
Massimiliano Rottoli is the global director of RS PRO brand and data at industrial solutions firm RS Group. He discusses here the importance of effective communication for a brand’s long-term success, as he has seen a...
Kindness or mindless?
Pierre Berget is founder and creative director of Paris-based branding agency Be Dandy. He argues there's too much goodness in a world of bad eggs. If every brand wants to save the planet then they may end up bori...
FutureBrand refreshes Nesquik brand mascot
Having been reimagined for a digital future by the global brand transformation company, Quicky’s new purpose and role revolves around being an ally to parents and having an active voice in important topics, including...
What 1,000 CEOs say about purpose – and why activation is what matters most
Iago John, senior consultant at independent consultancy Brandpie, discusses the interesting results from Brandpie’s 2022 CEO Purpose Report, and how purpose now guides strategy....
