In today’s world, in which more and more people are embracing the online and digital sphere, a growing number of brands are now effectively 'invisible,' as they sit at the intersection between hardware, softwa...
Transform
Brand purpose – does your business have a ‘why?’
Gayle Carpenter, director of creative agency Sparkloop, writes about the importance of matching profit with purpose. She argues that some of the world’s most powerful and successful brands have found exactly the right...
The ethics of renaming
For many brands, it's way past time to re-evaluate their resonance in the 21st century. Laurel Sutton, linguist and co-founder of of naming agency Catchword, writes that the cost of renaming a company or product m...
New Model Agency
Alex Clegg, co-founder of branding agency Saboteur, writes about the importance of change and evolution, particularly for branding agencies. He explores the radical changes Saboteur has implemented, taking the opportu...
European chain supermarket loses out in trade mark battle of the gin bottles
Following the recent trade mark rights issue about ‘Colin the Caterpillar’ cake, Laurie Bray, senior associate and trade mark attorney at European intellectual property firm Withers & Rogers, explores another trad...
Reinventing the creative skill set for the experience economy
Jack Ashdown, creative director of digital agency Great State, writes about the increasingly important role of sensory technologies and the need for creative agencies and designers to embrace AR if they want to surviv...
Design: an escape for humans in times of hardships
Ahmad Al Saadi, managing director and co-founder of a creative and communications agency, Gulf Advertising in Business 'ADinB,' located in the UAE and France, writes about how design acts as a smart tool in re...
Is brand consolidation a good idea?
Sholto Lindsay-Smith, director of strategic brand consultancy Industry, weighs the options of whether or not brand consolidation is a good brand strategy, coming to the conclusion that it usually makes economic sense,...
From 1980’s London & Paris to present day Kolkata: A typographic journey
Paul Docherty, design director at international branding and design agency Skyne, writes about his journey across the world discovering typography's different facets. From Paris in 1980 to London to Toronto, Bahra...
Family business: branding a legacy
Hasan Fadlallah, founder and CEO of Dubai-based branding agency Brand Lounge, argues it is now essential for family businesses in the Arab world to create a strong branding. Where earlier, an entire empire was branded...
