Law firms are getting bolder with their brand strategies. Duncan Shaw sees digital as the key to differentiation in an increasingly competitive sector It might not sc...
Opinion
Opinion: "Defining moments lead to compelling brand stories"
What does being a storyteller really mean for brands? Thackway McCord says that narrative can translate strategy from abstract intent to tangible action. There’s a lo...
Opinion: "Fonts are core brand assets" says Bruno Maag
Many languages lack the good-quality fonts that Western markets take for granted. Bruno Maag sees this as an opportunity for courageous brands to allow customers access to their fonts, benefiting communities and drivi...
Opinion: "Should brands be led by coherence?" Dan Bobby asks
Brands strive for consistency, but what's really needed in the digital age is coherence. Dan Bobby argues for a shift in the way brands are built There exists ine...
Opinion: Neil Taylor asks, "How can brand language facilitate stakeholder relations?"
When writing terms and conditions and dealing with legal language, there are fewer limitations than most communicators think. Tone of voice isn’t just for branding types, says The Writer’s Neil Taylor...
Opinion: "How can you create shareable content for charities with a low budget?"
Francesca Aries outlines how charities are discovering cost-effective ways to deliver campaigns, which deliver rewards for their limited investment. Today, charities...
Opinion: How can brand build reputation in the financial sector?
Though the recession is waning, tough times are still in store for financial services brands. With the pressures of the global economy affecting business in Russia, VTB Capital has had to focus on a strategic communic...
Opinion: How can a brand stand out and build a set of brand crown jewels?
The word ‘iconic’ is often bandied around with reference to pack design – and it is frequently overused. Genuine icon status, such as is attributable to the Coca-Colas, McDonalds, Nikes and Marlboros of the marketing...
Opinion: When is a brand strategy not a brand strategy?
There’s a pattern to many branding projects. From global powerhouses to plucky start-ups, there’s a bell curve that most experienced brand agencies will recognise all too well; from optimism and confidence to inevitab...
Opinion: How can brands survive in the age of the driverless car?
With driverless cars now being trialled from Milton Keynes to California, the automotive industry is set to face its biggest revolution in the past 100 years. At last...
- Opinion
