Opinion

Regent’s University London's Prof Jonathan A.J. Wilson, professor of brand strategy & culture, and Dr Lika Baghdasaryan, assistant professor of marketing and brand management, outline what an iconic brand look...

Matt Hansen, senior designer at global branding agency Siegel+Gale, discusses how brands can design inclusively including colour vision deficiency (CVD). Design is a...

Lars Andersson is a senior planner at Swedish-based BANG Agency. He argues that agencies have lost their human touch, and in order to rekindle the magic, artists, or ‘idiots’, must be brought back to the fore....

Nikki Moeschinger, managing director at BrandOpus (Australia), considers the concept of utilising ‘place’ in branding. While some can do it very successfully, such as the Australian state of Tasmania, she explains why...

Joe Rogers is the co-founder and executive strategy director at Australian-based strategic brand and design agency The Contenders. He underlines the three trends in branding which may determine its future....

Philip Orwell is the founder and CEO of London-based brand agency venturethree. He explains how Yubi, a new corporate debt solution brand, meets a pressing need within the evolving Indian credit market....

Christophe Rolland is a freelance senior brand strategist and lecturer at the IED Istituto Europeo di Design in Milan, Italy and ISCOM Paris, France. He argues consumers still desire the sacred in their lives, and tha...

Vivek Bhatia, creative director at London-based ico Design, discusses how a confused fragrance brand became a modern American perfumery. Over the past decade, we’ve s...

Peter Matthews is the founder and CEO of digital brand consultancy Nucleus. He argues brands must do more than merely not damage the environment, and those who ‘greenwash’ will be caught out....

Maria Cypher, co-founder and principal at California-headquartered Catchword Branding, grapples with the history of brand name changing in the wake of Covid-19 and the war in Ukraine....