Opinion

As a company that works with brand owners on a day-to-day basis, we at Dragon Rouge recognise that the role is especially challenging these days. With a high turnover among CMOs, there’s great pressure to prove the sh...

Our approach was to create a refreshed, design-led brand and we engaged our team across all disciplines and locations from the outset. We defined our communication ambition to enable colleagues, customers and stakehol...

Gaining buy-in to invest in your brand is challenging. The path to great results is as much about navigating these challenges as it is about the brand work itself. Here are a handful of those we hear most often, with...

When rebranding a global organisation, there is a fine balance to be found between central control and local responsibility. Often the decision and mandate to roll out a new brand is driven from the global headquarter...

What makes a brand iconic? David Airey in his book, ‘Logo Design Love: A Guide to Creating Iconic Brand Identities,’ says in order to be called an icon, a brand must be “simple, distinctive, memorable and adaptable.”...

Cycling masks are an unsexy solution to an unsexy problem. Rupert Faircliff of Brandcap asks how can cycling mask brands overcome various obstacles to create genuinely desirable products?...

Neil Martin from language agency the First Word explains the pitfalls and practical steps to making words work in different countries In our writing workshops, we oft...

Audio branding should go beyond the 'bing bong,' says Roscoe Williamson. How can companies learn from the past and from their own sectors to craft a sonic logo that stands out?...

For those brands pushing middle age, bloated visual identities are getting in the way of success. How can older brands learn from new upstarts in terms of brand simplicity? Steve Owen writes...

How can brands best manage their brand architectures to ensure commercial gain and as stronger brand? Anthony Cox discusses the value of a clear brand architecture As...