Christian Purser, CEO at Interbrand London, argues purpose (or brand leadership) should become a key consideration for brands seeking future success. This year, again...
Opinion
A new brand is like a newborn
Steve Hickson is executive creative director of Ensemble Studio, FleishmanHillard UK’s design and creative studio. He discusses how a flexible but consistent approach from creative agencies can help clients embrace a...
Using intent to navigate the complexities of brand communities
Mike Fantis, VP and managing partner at London-based DAC Group, explores the complexities of brand communities and explains how to match intention to the right community....
Balancing features and feelings
Robin Kadrnka, strategy director at London-based design agency Together Design, discusses how, for her technology sector clients, there exists a familiar struggle between hearts and minds when it comes to branding....
AI and online moderation: why context is everything
Matthieu Boutard, president and co-founder of Bodyguard.ai, considers how brands can best navigate the tricky waters of online hate speech and content moderation. Elo...
Intellectual property: should brands get metaverse ready?
Mark Caddle, partner and trade mark attorney at European intellectual property firm Withers & Rogers, discusses some of the legal issues brands are facing following the advent of the Metaverse....
How brands can stay front of mind in an era of continuous disruption
Daniel Todaro, managing director at creative customer experience marketing agency Gekko, advises readers on what is driving consumers during these difficult times and how brands might best react....
The method for brand naming
Tim Dove and Sarah Bonnefoy, respectively the strategic director and senior brand strategist at New Zealand-based Re:Brand, argue the importance of adopting a good naming strategy to the success of a brand. They offer...
The metaverse is a game. Turning back climate change is not
Paul Domenet, partner and communications creative director at Free The Birds, questions the prioritisation of emerging technologies, such as Web3, over combating climate change....
How can brands use sound and music to better empathise with consumers?
David Courtier-Dutton is the CEO at British sonic branding testing company SoundOut. He makes the case here that music is the best way for a brand to lift people’s spirits in difficult times....
- Opinion
