Sinthu Satchi, UK country manager at Onclusive, weighs up the opportunities and drawbacks of viral culture for brands. Viral culture has thrown social listening into...
Opinion
Let’s stop treating limited editions like marketing fireworks
When every brand is screaming for attention, Muriel Schildknecht, executive creative director at Lonsdale Asia, proposes that maybe the smartest move isn’t louder design offering short term rewards....
Angus’ A-Z of logos: X
Pentagram partner and creative director Angus Hyland berates the redesign of Twitter to ‘X’ at the hands of Elon Musk. It’s just over three years since Elon Musk boug...
Beyond the noise: Why brands need to speak to the heart
Steven Gao, business partner at Landor China, argues the world of branding is no longer simply about differentiating, it’s about forging unforgettable bonds to leverage emotion....
Why the future of branding isn’t visual, it’s cultural
Jackson Chang, executive creative director and partner at Jibe Global, explains the idea of ‘Brand Gravity’ and how it helps brands uncover a target audience’s sense of self....
When AI spins its cocoon, how can brands rediscover that non-algorithmic light?
Ray Lan, ECD at Design Bridge and Partners, discusses the pitfalls of AI compared to authentic human creativity when it comes to designing effective brands. We live i...
The RedNote effect and the new ‘made in China’
LABBRAND discuss how perceptions of China might have changed in the minds of western gen Z consumers due to the brief banning of TikTok in the US. For years, Chinese...
The art of letting go: Why debranding might be your brand’s best friend
Paul Croxton, founder and creative director at Ascend Studio, explains ‘debranding’ and explores why applying this idea can lead to stronger brand creation. Old brand...
Angus’ A-Z of logos: WWF
Pentagram partner and creative director Angus Hyland talks about the origin of the WWF logo and questions why it evokes deep emotion. Whenever I’m asked to list my fa...
Creative leadership from the edge: Building a global brand studio in APAC
Damian Borchok, managing director at Koto Sydney, argues that the future of global branding isn't in the traditional centres of power, but on the creative edge — and that edge is in APAC....
- Opinion
