Fonts and content that lend themselves well to translation could be a vital tool for global brands and their stakeholders. The Horouf competition aims to raise awareness of the importance of type in design. The MENA-based competiti...
Articles
Levi’s new positioning to revive brand’s cultural relevance
Levi’s has launched a $96m global campaign to reinvigorate its brand and combat what has been dubbed ‘the Jeremy Clarkson effect.’ The campaign will use print advertisements, real-life customer stories, and a global TV and cinema s...
Sound sidelined in brand strategy
Sound and music rarely feature in brand strategy despite studies showing that sound elements effect viewers almost as strongly as words and images. Steve Keller, CEO at iV Audio Agency, says, “We go to great expense to develop thes...
Accepting the impermanent in brand development
Brands are works in progress that we mistakenly think are finished. Instead, we should consider brands through the principles of wabi-sabi – a Japanese aesthetic ideology centred around the acceptance of persistent transience. What...
Social media and instant communications
When Luis Suarez bit Giorgio Chiellini in a World Cup game last night, big brands turned to social media in an effort to join the global conversation. From McDonalds and Snickers, to Listerine and Trident, brands were quick to twee...
Challenger banks face emotional indifference
Research suggests that new banking brands, such as TSB, may struggle to engage with potential customers in the current climate. Brand language analysts, Linguabrand, analysed the language of key markets and found that, when it come...
The evolution of brand
“Is the brand dead?” That was the question up for discussion at a recent event in Soho. In a room packed full of communications and marketing professionals, three authors shared their perspective on the future of brand. The panel d...
A rock and a hard place
The Rock of Gibraltar stands at a mighty and auspicious precipice. It overlooks three countries, two continents, one of the most important bodies of water in the history of the world and the place in which the Atlanti...
New strategy for comms research
A communications and marketing acquisition strives to deliver integrated brand development strategy. Global brand, media and communications research company, Millward Brown, has acquired EffectiveBrands, a marketing strategy consul...