Pierre Berget is founder and creative director of Paris-based branding agency Be Dandy. He argues there's too much goodness in a world of bad eggs. If every brand wants to save the planet then they may end up bori...
Transform
FutureBrand refreshes Nesquik brand mascot
Having been reimagined for a digital future by the global brand transformation company, Quicky’s new purpose and role revolves around being an ally to parents and having an active voice in important topics, including...
What 1,000 CEOs say about purpose – and why activation is what matters most
Iago John, senior consultant at independent consultancy Brandpie, discusses the interesting results from Brandpie’s 2022 CEO Purpose Report, and how purpose now guides strategy....
Freedom and brands
Alex Clegg, co-founder of London-based independent brand studio Saboteur, discusses how addressing freedom may lead to building stronger brands. At Saboteur our missi...
The one thing that makes a branding agency stand out
Alex Blyth is the managing partner at PR agency Red Setter. He makes the case here that specialisation is the one sure way for brand agencies to make a splash. It’s h...
Marques out of ten
Angus Hyland is partner and creative director at global design consultancy Pentagram. He underlines the importance of logos to brands which, in recent times, may have been forgotten....
A kick-start for start-ups: good branding
Matteo Di Iorio, associate partner at Interstate Creative Partners, provides insight on how adopting a good strategy and a strong brand identity is crucial for start-ups....
Brands as acts of leadership
Christian Purser, CEO at Interbrand London, argues purpose (or brand leadership) should become a key consideration for brands seeking future success. This year, again...
A new brand is like a newborn
Steve Hickson is executive creative director of Ensemble Studio, FleishmanHillard UK’s design and creative studio. He discusses how a flexible but consistent approach from creative agencies can help clients embrace a...
Using intent to navigate the complexities of brand communities
Mike Fantis, VP and managing partner at London-based DAC Group, explores the complexities of brand communities and explains how to match intention to the right community....
