Porto: a masterclass in city branding

Eduardo Aires, the man behind the rebranding campaign for Portugal’s second city, explores the importance of messaging and visual identity

Fashion influencers lead the industry

How consumers view and engage with fashion brands is being transformed by high-profile influencers, who are now gracing the red carpets of the most elite events and deepening their commercial ties in the industry

Are brands exploiting the modest fashion trend?

The rise of modest fashion has arguably changed the representation of Muslims in Western popular culture, but the convergence of ideology and corporatisation raises important questions for the industry

Brands must speak out to change the world, says Patagonia founder

Renowned environmentalist and billionaire clothing entrepreneur Yvon Chouinard says brands must show honesty and transparency in their efforts to be sustainable, and demonstrate responsibility to save the planet

Brands struggle to make ‘woke’ marketing work

billboard with Colin Kaepernick on it

Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?

CMOs must not lose sight of the power of brand

people walking past car showroom, car brand visible

After years of exponential growth in digital ad revenues have marketers swum out too far into the performance-driven sea and lost sight of the importance of brand-building?

Can brands separate ethics from politics?

Pepsi pulled its controversial, politically charged TV ad featuring Kendall Jenner after widespread criticism that it trivialised civil rights movements

In a world often driven by social media, brands are increasingly projecting an ethical stance

Why marketing needs to reflect a modern and diverse UK

Maltesers’ Look on the light side adverts, created by AMV BBDO in collaboration with Scope, starred actors with a range of disabilities

For marketing and advertising to be effective, it should reflect its audience or people will not buy in