Gracing the parc fermés of the 2015 Formula One season, McLaren’s MP4-30, designed by distinguished racing specialists, Tim Goss and Neil Oatley, marked a new chapter in McLaren Racing’s history. Yet its departur...
Hassan Butt
In conversation with Sir Richard Branson
Building an empire: Speaking with the founder of the Virgin Group, Sir Richard Branson, and Virgin’s former MD for Japan Mike Inman, Hassan Butt discusses brand extensions and the ethos of an entrepreneurial business...
Stretch of the imagination
Extending a brand beyond its established product category, industry or service requires a considered approach and a good deal of creativity. Hassan Butt investigates...
Brushing up big data
Celebrated as one of the most influential figures in modern science, Alan Turing once wrote of himself, “I’m afraid that the following syllogism may be used by some in the future. Turing believes machines think. Turin...
Redefining nature
In bygone days of fellmongers, wool staples and malodorous public tanneries, brothers Cyrus and James Clark embarked on a shoe-making odyssey that would lift the Clark name well beyond its modest 19th century Somerset...
Quenching the thirst
This week, the announcement of a multi-year partnership sees the National Basketball Association’s (NBA) minor league rebranded as the all-new Gatorade League (G-League), making it the first U.S. league to be named so...
Part and parcel
One of the UK’s fastest growing B2B delivery services, DPD, makes the recent decision to streamline its service with the inclusion of parcel delivery firm, Interlink Express. Rebranded as DPD Local, the move aims to f...
New label, old brew
Dating back almost two centuries, Thomas Carling’s beer-making legacy, despite his Yorkshire origins, began in a modest brewery in London, Ontario, Canada. Now, after a rich timeline of transformation and the developm...
Changing the game
The evolution of football’s global presence has, undoubtedly, made the sport a fast-paced, frenetic spectacle. From the maturation of Major League Soccer (MLS) in the U.S. to the swell of the Chinese Super League, the...
Coming in loud and clear
Overcoming the hurdles of speech is, for some, a lifelong challenge. Transitioning its tone from institutional to conversational, language-based charity Makaton puts communication at the centre of its vibrant new iden...
