30 11月 2016 — It takes more than data to see what’s coming. We’ve called on decades of branding insight and experience to give you a glimpse of what’s on the horizon.
28 11月 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.
21 11月 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.
11 11月 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.
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.
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.
28 10月 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.
28 10月 2016 — What can CMOs do to navigate the marketing paradoxes and challenges that face their brands? Thomas Ordahl offers three strategies for success.
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.