Christophe Rolland is a freelance senior brand strategist and lecturer at the IED Istituto Europeo di Design in Milan, Italy and ISCOM Paris, France. He argues consumers still desire the sacred in their lives, and tha...
Opinion
The story of Commodity
Vivek Bhatia, creative director at London-based ico Design, discusses how a confused fragrance brand became a modern American perfumery. Over the past decade, we’ve s...
The future of green branding
Peter Matthews is the founder and CEO of digital brand consultancy Nucleus. He argues brands must do more than merely not damage the environment, and those who ‘greenwash’ will be caught out....
What should you do when your brand name becomes bad news?
Maria Cypher, co-founder and principal at California-headquartered Catchword Branding, grapples with the history of brand name changing in the wake of Covid-19 and the war in Ukraine....
A social-first strategy: how one leading charity shifted its focus
Max Dougall, new business director at Share Creative, explains how his agency reimagined WaterAid without relying on typical rebrand customer analysis. The number of...
Web 3.0: lessons learned in history and the opportunities that await
Sanjay Wadhwani is the founder and CEO of MetaFrames, an NFT Platform and Digital Art Studio. He explains the phenomenon of the metaverse and other sophisticated emerging technologies, and how brands can exploit them....
It’s time Middle Eastern brands focus on building distinction rather than carving out differentiation
Is the concept of brand differentiation overrated? Brenda Kassir, chief strategy officer at Livingroom Communication, explores this theme and demonstrates how brands from the Middle East should instead be more distinc...
Can you afford not to create a 3D brand?
Katy Rea is the founder of Battalion, a design studio and creative agency based in Manchester and Berlin. She discusses how the implementation of 3D branding can create a more purposeful identity in make-or-break situ...
What comes first: business strategy or brand strategy?
Mohamad Badr is the chief strategy officer and head of growth at Dubai-based Brand Lounge. He outlines his belief here that a company’s business strategy must follow its brand strategy, not the other way around....
Rebranding in the pandemic
Patrick Honein, founder of integrated marketing agency Sputnik Floyd, discusses his firm’s highly successful project with the Ras Al Khaimah Tourism and Development Authority which won two golds, a silver and a bronze...
- Opinion
