FMCG markets in Asia are diverse, colourful and engaging as they cater to experienced and new consumers alike. Packaging must thus be versatile and exciting across all sectors and countries. Maureen Byrne examines som...
Features
What’s your type?
Typography can help define a brand and influence the way in which a company is perceived by its stakeholders. These three typography experts contribute their thoughts and experiences in designing, applying and impleme...
Open Sesame!
Once upon a time (in fact, only fifteen years ago towards the height of the west’s first dotcom boom), was the beginning of a modern-day fairy tale to rival 1001 Arabian Nights. Jack Ma, a school teacher from Hangzhou, near Shangha...
Taking Brands Beyond Binary
The ways in which digital affects brand communications has become increasingly complex as businesses struggle to change internally while remaining competitive externally. Dean Quinn investigates It used to be so easy. Get a nice, e...
Heard mentality
Brands must be both seen and heard. The ways in which a brand’s audio assets are developed can have a huge impact on the effectiveness of that brand’s communications. Ruth Wyatt investigates. Sound is an intensely visceral sense, s...
In shining armour
Security services firm GardaWorld found it had outgrown its brand as it grew globally. Brittany Golobdiscusses the ensuing brand repositioning With a global fleet of over 5,000 armoured cars and trucks, security services firm Garda...
Dress the town green
M&S encourages its consumers to engage with sustainable purchasing, but it has also become a resilient brand where sustainability is concerned. The company’s global Plan A programme has positioned the brand as one pursuing envi...
Profile
Breaking new ground It’s obvious from the first five minutes of talking to Simon Barrow that his background is in advertising. Tall, silverly handsome and old enough to be of the generation that is coy of their age, Barrow’s avuncu...
Forwarding address
The journey the Deutsche Post and DHL corporate identities have taken over the past half-century, have seen the two companies join together harmoniously. DHL’s reputation as a reliable post carrier allowed it to branc...
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