Branding

As brands rush to “be in culture,” many still cling to the safety of neutrality – but you can’t have the reach of culture without accepting its consequences. If you want real emotional connection, you need a point of view.

Switzerland didn’t advertise its way into trust but instead it built and protected it. It turned a minimal flag, strict origin standards, and consistent performance into the world’s neatest quality mark desired by other brands.

Voice is becoming the primary interface, forcing brands to define how they sound, not just how they look.

Three brand and marketing specialists from Skyscanner, Ancient + Brave and Veed, on making space for play, smart experiments, and fast failure so innovation lasts beyond the trend cycle.