This year Christophe Fillatre celebrates his tenth anniversary at Carré Noir. Andrew Thomas caught up with the president of the personality-driven French brand agency....
Features
Be true to yourself
The language brands use is not only exemplary of their communications strategies, but is derived from the personality, nature and identity of the company itself. Ruth Wyatt explains why it’s important to maintain cons...
Brandwatch: Sapphire-tinted glasses
Huawei is becoming the world’s most innovative and successful telecommunications manufacturer and service provider. But western markets remain unconvinced. Andrew Harrison explores Huawei’s forays outside its Chinese...
Make yourself at home
The brand experience at airline lounges rarely extends beyond free food and drink. For MyLounge, No.1 Traveller wanted to redefine the lounge, resulting in a considered, consistent experience that draws the visual ide...
A rose by any other name
Naming a company, brand or product is not as simple as adding ‘i’ to the beginning of a word. A name has to invoke a sense of what it is trying to describe, while avoiding the potential intellectual property and trans...
Digital strategy and the lap of luxury
Luxury brands are some of the most prominent retailers in the Middle East and North Africa, and yet their brand strategies and digital communications largely fail to cater to local audiences. How can luxury brands ada...
Brand in Action: Chip off the old block
Who: Saelen and TS Industrie What: The Saelen and TS Industrie brands had a long history in European green waste solutions. Yet, a series of acquisitions and changes...
Computing the impact of sustainability
With a supply chain fraught with environmental issues and its own sustainability to take into account, Dell prioritises corporate social responsibility as a core part of its business strategy. Emily Andrews reports...
Plain sailing at Lippincott
In the month following global brand agency Lippincott‘s acquisition of employee engagement firm Bonfire Communications, Andrew Thomas caught up with its global CEO, Rick Wise....
A brand is forever, not just for Christmas
At a breakfast last month, co-hosted with independent creative engagement agency Rufus Leonard, discussing the development of the corporate brand, brand managers shared their thoughts about the modern comms landscape...
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