AI is rewriting reputation – what happens when it gets you wrong? Opinion AI means companies can now lose their reputations in an instant, with brands now being defined by systems they neither control nor understand.
Formula 1 presents creativity conundrum for brands and sponsors Sport Business They know how to make noise in Formula 1. This week, motorsport’s premier championship explodes back into life across its ever-expanding media universe. Twenty-four high-glamour race weekends, driving peerless broadcast innovation. A mould-breaking, news-making Netflix docuseries. An official film starring Brad Pitt, the highest-grossing sports movie ever made and an Oscar nominee to boot. More [...]
Mind the G: Guinness takes over tube platforms in TfL brand deal Transport & Infrastructure Commuters with sore heads and a creeping sense of dread may fear they’ve seen a mirage when alighting from the Northern Line platforms at Tottenham Court Road for the next week. Eleven tube route maps in the station have been temporarily resigned to mimic a pint of Guinness in Transport for London’s (TfL) latest advertising [...]
The Debate: Should brands like Heineken be able to alter Tube signs? January 14, 2026 Heineken's temporary takeover of the Bakerloo line has got Londoners riled up. We get two experts to debate the pros and cons.
Luxury brands in sport: F1 leading the way, but for how long? October 5, 2025 Take one minute to watch some of the Formula 1 Singapore Grand Prix this weekend and you’ll struggle not to lock eyes with a luxury brand being splashed on an advertising hoarding or chassis panel. One year ago this month LVMH – parent company of the likes of Louis Vuitton, Dior, Moet & Chandon, Tiffany [...]
Rhode Beauty: How Hailey Bieber earned her $1bn payday June 6, 2025 Hailey Bieber bet on the power of community, not marketing, to build Rhode. Its $1bn exit last week is proof it worked, writes Viviane Paxinos
Burberry’s decline shows British brands can’t trade on heritage alone May 30, 2025 The decline of Burberry should be a cautionary tale for British luxury brands relying on heritage, writes Manfredi Ricca.
WH Smith’s decline: A cautionary tale of bad branding March 31, 2025 As WH Smith disappears from the high street, Will Bosanko looks at why the brand failed, and asks whether there is a future for TG Jones.
Jaguar rebrand shows the risk of embracing the fleeting ‘now’ November 22, 2024 The Jaguar rebrand has been dreadfully misconceived. The fatal mistake? Throwing away their heritage, writes Eliot Wilson.
How Samsung, Pampers and NBC struck gold at Paris 2024 Olympics August 14, 2024 The Paris 2024 Olympics marked a cultural shift in how brands connect with global audiences, with the games being dubbed the “TikTok Olympics” due to many sponsors’ digital-first approach. As the International Olympic Committee (IOC) acknowledges an ageing fanbase—the average age has risen by approximately 10 years in just a decade—the need to captivate younger [...]