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.
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.
7 10月 2016 — How can CMOs prove to CEOs that marketing can make a massive difference—both in terms of brand and revenue? Stuart Sproule, president of Landor North America, shares seven tips for marketers to consider.
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.
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.
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.
30 8月 2016 — New markets, new audiences, new global perspective. Indonesian brands are stepping onto the international stage more frequently than ever before. But how can they best resonate with consumers? Thomas Sutton explains why authenticity is critical for global success.
11 8月 2016 — When brand gets lost amidst a company’s economic and leadership challenges, how can it be recovered? In this letter to an airline CEO, Shradha Bhatia explains why purpose is fundamental to a brand’s success.
4 8月 2016 — How will car brands coexist with the era of the self-driving car? Nick Foley delves into automotive branding and discusses its future if drivers really become obsolete.