Rachel Barton, senior strategist at Design Bridge Singapore, advises on what counts as effective seasonal packaging. With brands quick to throw away their distinctive assets at this time of year, she believes they are...
Opinion
Smarter recession marketing takes an investment in brand and creative
Greg Gibson, partner and CCO of independent creative agency Grizzly, explores why leading with your brand can be the difference between surviving and thriving during an economic downturn....
Advice to new brands: find investors that bring more than money
Adrienne Little, co-founder of London-based agency And Rising, questions the importance of venture capital to emerging brands in the current market compared to the wisdom investors can bring....
The dynamics of modern design
Landor & Fitch’s president of APAC, Jonathan Cummings, and former CCO, Tim Greenhalgh, discuss how modern design can reflect the needs of contemporary society, business and brands in Asia today....
Is there a new love story between brand and demand marketing?
Jacqueline Alexis Thng and Dency Cheng, respectively a partner and senior engagement manager at Prophet, explain their company’s approach to brand and demand marketing and how the right balance can be struck between t...
The emotional effect of the voice in effective sonic branding
Johanna Cranitch, creative director at MassiveMusic, makes the case that the human voice could be the most effective instrument for a company’s sonic brand. Sonic Bra...
Genuine transformation requires genuine stakeholder engagement
Peta Quirk is the strategy partner and co-owner of independent strategic consultancy Brand Council. She argues that when it comes to tangible transformation, it’s critical to understand each of your stakeholders’ genu...
Failing to implement your brand consistently, is consistently implementing failure
Kylie Gould, director and founder of Australian graphic design studio Creatik, discusses the crucial importance of adopting a decent brand implementation plan. We all...
Brand with responsibility: aligning brand, business strategy and purpose
Jack Perlinski is the founder, CEO and principal strategy advisor at Brisbane-based DAIS Brand Strategy Advisors. He argues that the idea is the key driver for brand engagement, implementation, and sustainability....
The world in your hand: how to manage a multinational, multi-cultural team
Tom Otton is MD of digital communications agency Create Media Group. He discusses here the complexities that a global workforce can bring to brand agencies and why it is worth getting to grips with cultural difference...
- Opinion
