To Survive Brands Must Sell Utility Over Desire
As growth stalls and the planet strains, the brands that will remain won’t be the most desirable, but the most useful. These essential brands should rely on systems, values and quality which people trust and use, says designer David Johnston, founder of Accept & Proceed.
Branded Entertainment’s Second Act
Branded entertainment didn't live up to the early hype. Now, with ad performance dropping off and entertainment financing under strain, brands and producers are starting to look for each other once more. But how can these partnerships truly work for both parties in the future? Hannah Bowler reports.
Hannah Bowler
What the Languages of Football Can Teach Brands About Cultural Nuance
Global campaigns don’t fail on grammar when it comes to translations, they fail on nuance. This piece argues that translation gets you on the pitch, but only real cultural fluency turns a global brand into a local one people actually care about.
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