Opinion

MaryLee Sachs, US CEO of global consultancy, Brandpie, writes about the importance of purpose. She argues that when leaders view purpose as the defining context for their organisation’s action in the world, they can n...

Robin Kadrnka, brand planner at branding agency, Together Design, writes about the importance of having a solid brand architecture and the benefits it brings to companies and employees alike....

Duncan Shaw, 
chief creative officer at brand design agency, Living Group New York, writes about the importance of human capital in business and how to achieve personalised B2H, or business to human, experience....

Joelle Friedland, co-founder and head of client service at creative agency, minds + assembly, writes that healthcare brands need to form relationships with people, both patients and physicians, rather than push functi...

Rose Stewart, design director at independent design consultancy, The Frameworks, discusses how agencies can work with brands to deliver design that cuts through and resonates with audiences. Stewart explores why desig...

Lara Sharrock, sustainability director at WPP brand agency, Superunion, writes about the sustainability legacy of the Tokyo 2020 Olympic and Paralympic Games. The real sustainability opportunity, Sharrock argues, is...

Rob Wade, founding director at London-based design agency Rare Breed, writes about the enduring power of ideas and its critical importance in turbulent times. In 2...

In an industry where there’s no shortage of innovation, what role can effective communication play in the mass adoption of sustainable fabrics? John Corleto strategist at Tokyo-based branding agency, Eat Creative, exp...

Richard Buchanan, MD and co-founder of brand consultancy, The Clearing, explores how ‘B2B’ has become three of the most reviled initials around and exposes the secrets of how to properly execute B2B branding....

Ash Banerjee, executive strategy director CEEMEA at branding agency Landor & Fitch, writes that for brand transformations to be meaningful and impactful, they must be data driven. Banerjee argues that a baseline o...