By Kate Richling and Jouke Vuurmans

Branding is an art, not a science. What makes the best ones work? Following the network-wide rebrand of S4 Capital, Media.Monks’s chief marketing officer Kate Richling and chief creative officer Jouke Vuurmans explain how brands can sustain a strong brand amid a fragmented digital landscape.

What makes a brand? For a long time, it’s been a logo, a color palette, a typeface or a slogan. This traditional approach may make a brand recognizable, but it can also feel stagnant within a fast-moving world. The brand characteristics outlined above are largely reflective of how a brand wants to be seen Read full story ›

Source: The Drum