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.
Hannah Bowler
A brand has always been a static thing. But now, as AI matures, agencies and brands are experimenting with “brand brains” that turn decades of explicit and tacit knowledge into something teams can actually use in any situation, making the concept of a brand something far more adaptable.
Hannah Bowler
ITV knows it can’t out-Netflix Netflix. Instead, the brand and marketing team at the broadcaster are betting on a sense of belonging: truly British, deeply relatable shows that give its audiences the sense of coming home – and a marketing playbook built to fan the flames when a show catches fire.
Hannah Bowler
Modern sports sponsorships are shifting from logos on shirts to culture‑first partnerships. In a packed Soho pub, Chivas Regal, Snapchat and a Premier League club discussed how brands can build stories that resonate with real fans – and how to actually make it into their closed communities.
Alex Zeevalkink
