Opinion

Vincent Roffers, partner and head of strategy at Agenda, explores how, as businesses grow, their brands must do more than simply explain what they sell. Somewhere bet...

Alexander Wodrich, managing director at why do birds, explains why it is increasingly important to integrate brand elements, including audio, early on in commercials....

AI is accelerating content production and changing how people discover brands. Living Group explains how producing more gives your audience little reason to remember your firm unless the work expresses a distinctive i...

Nicole Gerhardt, head of brand at Transamerica, makes the case for restraint in brand design, arguing that the distinction between competence and coherence matters greatly....

Wilson Brown, founding partner and executive creative director at Antfood, explores the importance of sonic branding and why it requires expert guidance to build a framework that serves both the brand and the business...

Emily Kircher, partner and chief marketing officer at HLK, discusses how some of the strongest brand positioning is found by identifying something an organisation already does remarkably well and making its value impo...

Alex Blyth, co-founder of Red Setter, believes it’s time for leaders in brand design to step up and become more visible to the world. Here, he outlines why failing to do so leaves the entire industry misunderstood and...

James Potter, chief operating officer at Monotype, argues that brand consistency cannot be understood from guidelines alone. To see where an identity strengthens or fragments, leaders need to follow how work moves thr...

Lawrence Palmer, managing director at WK360, explores how the growing volume of content and assets is creating a new operational challenge for FMCG businesses. By its...

Vincent Roffers, head of strategy at New York-based creative agency Agenda, explores why leaders should stop treating complexity as a problem to eliminate and instead learn to organise it....