Where brands learn to earn attention, not buy it. 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.
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
In a culture hooked on scroll-stopping tricks, the real competitive edge for brands isn’t understanding and playing into the algorithm, it’s about being brave enough to lean into a niche, be a bit weird, and show up unmistakably themselves.
Sam Hollis
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.
Alex Zeevalkink
