Opinion

Brand mascots – like this year's latest casualty, British Gas' Wilbur the penguin – are going the way of the dodo, but that's not entirely a bad thing, says George Roberts. How can brands embrace the masco...

Disruption fatigue could be the best thing that happens to us this coming decade, Nick Liddell asserts I went to school long before being disruptive was considered a...

Brands can harness the power of recognition and exploit young people’s incessant desire for the new through clever use of limited editions Chantal Bordet and Emanuela Seminara say...

Ignoring disabled people in your marketing and communications means missing a multibillion-pound trick as Emma Gardner explains Including disabled people in your mark...

Memorable shapes and 3D brand touchpoints are key to the success of confectionery branding. How do iconic brands approach the brand and packaging decisions of the Christmas season?...

As the dust has settles around the social media giant’s three week old rebrand, Vincent Roffers argues that real work has yet to begin...

Asian brand owners are benefitting from an increasingly sophisticated understanding of the power of branding. Jolin Guan discusses changing approaches to creativity A...

The economic powerhouse of Asia is coming of age, heralding challenges and opportunities for brands that want a bigger piece of the action, Gareth Richardson writes....

People have always been fascinated by design. Since the earliest humans splashed paintings of their daily lives onto cave walls, right through to Dieter Rams at Braun or Steve Jobs placing design at the core of Apple’...

Brand owners are missing a trick by playing it safe with silver shoppers and our dysfunctional relationship with data is partly to blame, Antony Mayfield asserts “The...