Features

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...

Extending a brand beyond its established product category, industry or service requires a considered approach and a good deal of creativity. Hassan Butt investigates...

After the January inauguration of US President Donald Trump, a look back at presidential campaigns explores the precision, creativity and knowledge of what voters want that comprise most successful slogans. How do can...

With a novel approach to experiential packaging, Kidbox’s development has been geared around the interaction between the brand and its end users – parents and kids alike. Brittany Golob explores the brand...

The city of Hull has embarked on a perception-shifting programme through the new brand for its 2017 year as the UK’s City of Culture. Amy Sandys reports on the place branding strategy...

Tatarstan developed a place brand that reflected its local culture and communicated the region’s unique history, demographics and outlook. Amy Sandys reports The fore...

Playing your cards right Who: Mastercard What: It’s iconic. It’s priceless. It’s Mastercard, only it’s no longer just a card. One of the world’s biggest and most well...

The Nigerian boomtown of Lagos located on the Gulf of Guinea is fast becoming the economic and cultural hub of west Africa. Has the city’s massive growth hindered its ability to develop a consistent, cohesive nation b...

Airbus Group’s Experience Center is the highlight of its new Washington, D.C. office. The technology-driven space focuses on the key characteristic defining the brand – its connection to the sky. Brittany Golob examin...

In July 2016, the $29bn merger of Ahold and Delhaize was signalled by the introduction of a new visual and corporate identity by FutureBrand. David Martin, Food retail and grocery sector brand expert and co-founder of...