As business races forward, how can brand keep pace – to keep creating value? Howard Breindel, co-CEO of DeSantis Breindel, argues empathy will empower tomorrow’s leading brands to sustain human connection through rapi...
Opinion
From the sonic branding studio: lessons learned on creating a sonic identity
Sixième Son’s US managing director, Colleen Fahey, and chief client officer, US, Daina Todorovic, discuss their agency’s project with Merrell and how sonic identities can create stronger connections between audie...
Brands in China are still poised for growth… but there's a catch
Siu Tang from Shanghai-based award-winning creative agency The Orangeblowfish shares his views on what it takes to grow in the mind of the post-pandemic consumer. Pan...
Angus’ A-Z of logos: CN
In his latest monthly Transform column on the A-Z of logo design, Pentagram partner and creative director Angus Hyland focuses on CN (Canadian National Railway) If yo...
How the rapidly changing consumer market is changing the nature of branding
Yong Ng is the creative director at Singaporean agency Somewhere Else. He discusses here the tension between consumerism and the environment, and how brands in the modern day must offer consumers more....
A rebrand has great power. Will Musk make the most of it?
Claire Huxley, strategy director at Design Bridge and Partners, analyses the revolutionary nature of Twitter’s shift to X. Another week, another Elon Musk headline th...
What if X marks the spot?
Jonathan Ford, founder and group creative director of global brand design agency Pearlfisher, explains why Twitter’s controversial rebrand to X might be the right move amid ‘media hysteria’....
Now that Twitter’s gone, do you really want to hang out with an X?
Mark Diamond, ‘hopeful saboteur’ at London-based brand agency Saboteur, discusses the power of brand Twitter, and whether it is really worth forgoing. The Twitter bra...
Angus’ A-Z of logos: British Rail
In his latest monthly Transform column on the A-Z of logo design, Pentagram partner and creative director Angus Hyland takes a nostalgic look at British Rail. Some of...
Navigating the internet of (too many) things: contending with digital fatigue
Why are consumers really turned off by your content - and how can you turn them back around? Michael Bartley, executive creative director at Indigo Slate, a Zensar company, explores how putting human authenticity and...
- Opinion
