Features

Shopping centre brand intu has put digital experience at the heart of its adaptation strategy. Brittany Golob explores the changing nature of physical shopping centres and the Christmas installation setting the tone f...

What: Hosted by the veritable matriarch of the United Arab Emirates, Fatima bint Mubarak, the Ladies Open tournament in the UAE has become a world class golf event. This November, the best female golfers in the world took to the Sa...

Brands may be able to better reach their audiences by stripping back their identities, or unbranding. Amy Sandys examines those companies for whom unbranding is a successful strategy...

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...