記事

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

9 11月 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
記事

Smell, taste, sound: Getting sensory branding right

7 11月 2016 — It’s no longer enough for a brand to be seen—it has to be experienced. Charlie Cookson explains why smell, taste, and sound are all attributes brands need to consider in today’s world.

By Charlie Cookson
記事

Brand-led business transformation

25 10月 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
記事

Branding artificial intelligence

6 10月 2016 — Since the days of the Terminator and the Jetsons, artificial intelligence has been a long-predicted invention. With day-to-day use of AI on the rise, Thomas Sauvage weighs in on what’s to come with the future of branding and AI.

By Thomas Sauvage
記事

When brands and iconic landmarks merge

15 9月 2016 — Finding relevant brand extensions can be hard, but successful brands capitalize on their principles and heritage while reaching audiences in unique ways. Peter Knapp discusses when brands and iconic landmarks merge to create strong brand associations.

By Peter Knapp
記事

Unwrapping the candy: What matters most for brands today

14 9月 2016 — When it comes to selling a product, what really matters to consumers? Should brands focus on packaging, user experience, or a combination? Lulu Raghavan explains how a simple piece of candy illuminates the best approach for brands.

By Lulu Raghavan