Emily Kircher, partner and chief marketing officer at HLK, discusses how some of the strongest brand positioning is found by identifying something an organisation already does remarkably well and making its value impo...
Opinion
Why leadership profiles matter
Alex Blyth, co-founder of Red Setter, believes it’s time for leaders in brand design to step up and become more visible to the world. Here, he outlines why failing to do so leaves the entire industry misunderstood and...
Brand fidelity depends on more than good design
James Potter, chief operating officer at Monotype, argues that brand consistency cannot be understood from guidelines alone. To see where an identity strengthens or fragments, leaders need to follow how work moves thr...
Is creative complexity slowing FMCG brands down?
Lawrence Palmer, managing director at WK360, explores how the growing volume of content and assets is creating a new operational challenge for FMCG businesses. By its...
The hidden cost of organisational complexity
Vincent Roffers, head of strategy at New York-based creative agency Agenda, explores why leaders should stop treating complexity as a problem to eliminate and instead learn to organise it....
Fonts are creative infrastructure. Agencies should treat them that way
Kristin Ratzlaff, vice president of global agencies and partnerships at Monotype, argues that as agencies scale content production across clients and channels, typography needs to become part of their organisational i...
Instagram refresh: A person made this
Ryan Frost reacts to the response surrounding Instagram’s new logo and wider identity update. Landor’s global executive creative director asks whether the refresh amounts to ‘blanding.’...
If your brand lost its colour, would your customers care?
Mark Christou, chief creative officer at CBX, takes a closer look at Japanese snack giant Calbee, which switched to black and white packaging. Does this misfortune provide crucial information to brand designers?...
Brand design: The invisible industry
Jocelyne Henri Danet, group managing director at Lonsdale + Partners, challenges more clients to celebrate their design agency partnerships. When Louis Vuitton made P...
The brand lessons that outlasted Cannes
After attending Cannes Lions for the first time, Hannah Partridge, head of client services at Seen Studios, reflects on the three shifts that stood out above the noise and what they reveal about where branding is head...
- Opinion
