Ronald Griffin, Karl Cavalli-Björkman and Joachim Medalen of Nordic agency SEEN explain the benefits of video personalisation for brands, allowing them to reconnect with a disenfranchised modern audience....
Transform
Beware of the Dancing Bear
Principle Global’s brand strategy director, Adrian Pring, and managing director, Nicholas Griffin, believe everyone is looking to ‘digital’ as the way forward in brand experience. They see it as ‘an ingredient in the...
Why we are reconsidering the existence of our clients and their brands
Ash Phillips and Miro Laflaga, founders of Montreal-based strategic design agency Six Cinquième, discuss the important role agencies play in helping companies think differently about their existence beyond profit...
The death of equity: disposable branding
Gregg Lipman is the managing partner at New York-based CBX. He discusses here the use of the word ‘equity’ in the branding world and describes how his agency simplifies the concept....
Designing for good, change from the inside out
Amber Bonney is the founder and head of strategy at Melbourne-based The Edison Agency. She discusses the creation of her branding agency, how it remains committed to transforming and inspiring, and why it is worth emb...
The religion of transforming icons into iconic brands
Regent’s University London's Prof Jonathan A.J. Wilson, professor of brand strategy & culture, and Dr Lika Baghdasaryan, assistant professor of marketing and brand management, outline what an iconic brand look...
Democratising design: creating for colour vision deficiency (CVD)
Matt Hansen, senior designer at global branding agency Siegel+Gale, discusses how brands can design inclusively including colour vision deficiency (CVD). Design is a...
Bring back the idiots
Lars Andersson is a senior planner at Swedish-based BANG Agency. He argues that agencies have lost their human touch, and in order to rekindle the magic, artists, or ‘idiots’, must be brought back to the fore....
Is there a place for ‘place’ in an effective branding strategy?
Nikki Moeschinger, managing director at BrandOpus (Australia), considers the concept of utilising ‘place’ in branding. While some can do it very successfully, such as the Australian state of Tasmania, she explains why...
Back on the map?
Conflict and crisis can have a major impact on a country’s tourism and place branding agenda. How are these locations redeveloping perceptions and inspiring tourism to return? Rik Brinks analyses the landscape...
