Specsavers: What’s in a word?

28 November 2016 — Is owning one word the new litmus test for a good brand? Joe Hewitt discusses Specsavers’ recent trademarking of “should’ve” and “shouldve” and explains when brands should—and shouldn’t—take a one-word approach to verbal identity.

By Joe Hewitt

What if…healing and medicine become instantaneous?

21 November 2016 — In celebration of our 75th anniversary, we’re taking inspiration from Día de los Muertos, or Day of the Dead, and thinking about how changes in medicine and healing could impact the future of branding.


Why insights trump data

11 November 2016 — If this U.S. presidential election taught us anything, it’s that data isn’t always right. Here’s why insights are more important than numbers, and why current research methods need to adapt.

By Maarten Lagae

Why Netflix’s new icon is a lesson in mobile branding

9 November 2016 — For many companies, branding began with a wordmark. It expanded into logos, visual assets, and even experiences. But in a world of tech, how should brands adapt? Nick Foley discusses Netflix’s new icon built specifically for mobile.

By Nick Foley

Uplifting the airline experience: On-brand, not bland

28 October 2016 — Trapped in small seats, with hundreds of strangers, for hours on end. It’s no wonder so many people hate flying. How can airlines make the flying experience more enjoyable? Peter Knapp weighs in.

By Peter Knapp

Brand-led business transformation

25 October 2016 — Should companies focus on building a strong brand or building a strong business? Lulu Raghavan and Ruchi Gunewardene explain why brand-led business transformation results in both stronger brands and increased business value.

By Lulu Raghavan and Ruchi Gunewardene