Lessons on how brands can earn attention. We explore identity systems, positioning, and the craft of distinctiveness – from sonic logos to service design – so brand marketers and makers can build brands people actually care about.
This episode of the agency leadership series Uncut sees The Subthread sit down with Jonathan Emmins, founder and global CEO of Amplify. He unpacks what it takes to run a global creative agency that builds worlds for global brands and still feel, in Jonathan’s words, “like a kid in a sweet shop.”
Alex Zeevalkink
What happens to your brand when most people never visit your website again? In a recent talk, R/GA’s executive creative director Rob Northam argued that the internet we’ve been designing for is built on assumptions that no longer hold, and that AI is about to make those faults impossible to ignore.
Alex Zeevalkink
In an era of fragmented media, brands are tempted to be everywhere at once. Pandora's marketing director Stephanie Legg argues for doing fewer things better. Here she discusses Schuh’s fight to regain cultural relevance to why CMOs must own the full funnel.
Hannah Bowler
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
