Wilson Brown, founding partner and executive creative director at Antfood, explores the importance of sonic branding and why it requires expert guidance to build a framework that serves both the brand and the business...
Opinion
Your best brand idea may already exist inside the business
Emily Kircher, partner and chief marketing officer at HLK, discusses how some of the strongest brand positioning is found by identifying something an organisation already does remarkably well and making its value impo...
Why leadership profiles matter
Alex Blyth, co-founder of Red Setter, believes it’s time for leaders in brand design to step up and become more visible to the world. Here, he outlines why failing to do so leaves the entire industry misunderstood and...
Brand fidelity depends on more than good design
James Potter, chief operating officer at Monotype, argues that brand consistency cannot be understood from guidelines alone. To see where an identity strengthens or fragments, leaders need to follow how work moves thr...
Is creative complexity slowing FMCG brands down?
Lawrence Palmer, managing director at WK360, explores how the growing volume of content and assets is creating a new operational challenge for FMCG businesses. By its...
The hidden cost of organisational complexity
Vincent Roffers, head of strategy at New York-based creative agency Agenda, explores why leaders should stop treating complexity as a problem to eliminate and instead learn to organise it....
Fonts are creative infrastructure. Agencies should treat them that way
Kristin Ratzlaff, vice president of global agencies and partnerships at Monotype, argues that as agencies scale content production across clients and channels, typography needs to become part of their organisational i...
Instagram refresh: A person made this
Ryan Frost reacts to the response surrounding Instagram’s new logo and wider identity update. Landor’s global executive creative director asks whether the refresh amounts to ‘blanding.’...
If your brand lost its colour, would your customers care?
Mark Christou, chief creative officer at CBX, takes a closer look at Japanese snack giant Calbee, which switched to black and white packaging. Does this misfortune provide crucial information to brand designers?...
Brand design: The invisible industry
Jocelyne Henri Danet, group managing director at Lonsdale + Partners, challenges more clients to celebrate their design agency partnerships. When Louis Vuitton made P...
- Opinion
