Opinion

Daniel Todaro, managing director at creative customer experience marketing agency Gekko, advises readers on what is driving consumers during these difficult times and how brands might best react....

Tim Dove and Sarah Bonnefoy, respectively the strategic director and senior brand strategist at New Zealand-based Re:Brand, argue the importance of adopting a good naming strategy to the success of a brand. They offer...

Paul Domenet, partner and communications creative director at Free The Birds, questions the prioritisation of emerging technologies, such as Web3, over combating climate change....

David Courtier-Dutton is the CEO at British sonic branding testing company SoundOut. He makes the case here that music is the best way for a brand to lift people’s spirits in difficult times....

Naomi Ross, director at Sydney-based social media, marketing and design agency Distil, discusses how branding might be one of the ways companies within the hospitality sector can stand out from competitors and garner...

Stephen Ardern, managing director at British brand agency Continuous, discusses his company’s latest project with Primark, and how the work was informed by the UK’s economic woes....

With the US economy enduring a tricky spell, partner and creative director at Big Day, Peter Sayn-Wittgenstein, describes how DTC brands can make the most of these difficult times....

Philip Hwang is head of strategy, APAC at global brand experience agency SGK. He argues that digital commerce has given packaging more—not less—freedom to stand out than ever before. And that great marketers know how...

Daniel Wade, co-founder of creative agency EveryFriday, argues that consumers are rethinking their spending habits during these economically difficult times. He discusses how brands can move their audiences into actio...

Alice Dall, strategy director at Design Bridge Singapore, makes a case for creative strategy in brand (re)design. When it comes to first aid, there is a helpful mnemo...