Opinion

At most branding events, there is a creative buzz in the air. The creative brand agencies are the ones that are celebrated for the development of strong visual identities and inspiring values. However, It was interest...

A brand name is the cornerstone of its positioning, the hook on which to hang its unique proposition and the definition of the brand’s distinctive tone of voice. It p...

Some brands rely on what has worked in the past, instead of looking to the future. Vince Kerrigan discusses the importance of rebranding for a new generation. Recent...

Customer experience has become more important as brands, B2B and B2C alike seek to make their offer more diverse and more carefully catered to the needs of their stakeholders. Cameron Gunn examines this evolution...

Digital transformation is essential, but it's not always easy. Andy Budd says that companies must commit if they want to see results. Digital transformation is a...

The oil and gas industry is in a state of flux. With oil prices at their lowest for decades, there is a need for urgent and decisive change. Although years of high prices allowed companies across the supply chain to o...

Brand environment is a worthwhile investment, argues Micheal Longmore. But it's nothing without the right proposition to back it up. Why do some retail concepts t...

Following a year of numerous television rebrands, Alasdair Lennox looks at the role idents continue to play in the communication of a TV brand. Television branding is...

Brand implementation specialists are the unsung heroes of the brand development journey, says Max Spiegelberg You will have heard of Lewis Hamilton.  You may know Seb...

The ways in which people connect to each other and to their environments are fundamentally changing. The use of public spaces, dominance of mobile, social media, explosion of live events and other factors are affectin...