Opinion

Over the past decade we’ve seen a significant increase in brands using short-term activation advertising. However, this has led to a corresponding downturn in how effective advertising can be for a brand to build a st...

Nir Wegrzyn, founding partner and CEO of global branding agency BrandOpus, writes about how, despite being sleek and elegant, Coca Cola's refreshed packaging design lacks in relativity and therefore fails to creat...

What makes a global brand successful? According to Justyna Dorman, brand communication specialist at Admind branding and Piotr Wiśniewski, creative director, it is the willingness to adapt to changes in the market and...

CEO and founder of brand consultancy Saffron, Jacob Benbunan, explores how and why brands have now transformed into flat icons, arguing that it is essential for the creative industry not to maintain this apparent rule...

Nick Dormon, co-founder and managing director of independent brand design agency Echo, explores how heritage brands can capture the zeitgeist, balancing tradition with modernity in order to challenge newer brands that...

Ashish Banerjee, executive director of trategy, CEEMEA, at global branding agency Landor&Fitch, writes that as countries, particularly in the MEA region, transform, so should brands. Data proves that brand-led tra...

Creating a new brand identity is not an easy feat, especially if that identity is made to represent an entire country, its culture and traditions. Australia's latest rebranded national identity, which breaks from...

The world has changed this past month. Entire industries are falling. Others are facing the biggest challenge they have ever had to face. Stuart Lang discusses the impact Covid-19 will have on brands and communication...

Eerily prescient before a time of increased demand, PB Creative had a branding solution for antibacterial hand gel. The agency took home an award in 2019 at the Transform Awards Europe...

Naming a brand presents a challenge because it requires the uncovering of a brand truth. Pierre Nabhan writes about naming, relevance and expressing the heart of the brand. JoosNabhan is shortlisted at the Transform A...