Leveraging on his experience reinvigorating B2B brands, Paul Stoddart, CMO of software corporation Epicor, shares three top tips on how to drive successful brand transformation....
Opinion
Is eco-labelling the solution to greenwashing?
With a new labelling system coming into play that allows shoppers to measure environmental impact of what they eat, Nick Vaus, partner and creative director at Free The Birds. , unpacks how the new system might affect...
Branding for the brave new world of English wine
Richard Village, strategy director of brand consultancy Smith&+Village, argues that the brand identities of English wines should strive to be rebellious, creative and distinctively English rather than follow the t...
Digital health ecosystems: the new golden opportunity for brands
As the health and wellness market becomes saturated with apps, devices, wearables and trackers, global branding agency Tom Wrigley, digital and social communications strategy director at global brand design agency, 1H...
Purpose is more than a statement; it’s an action plan
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...
Brand Architecture – Hanging it all together
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....
Brand value, measured in human capital
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....
It’s time to get real about brands in big pharma
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...
Creating connections through design
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...
The sustainability of the Tokyo 2020 Olympic and Paralympic Games should be judged by one word: legacy
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...
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