brand name

How to name a new brand in an age of global business
Feb 19, 2019
Louise George Kittaka

How to name a new brand in an age of global business

We explore the tricky business of christening a company or product destined for various different markets, without getting egg on your face.

Throwing the donuts out with the bathwater: in defense of elaborate brand names
Aug 15, 2017
Chris Moody

Throwing the donuts out with the bathwater: in defense of elaborate brand names

The chief design officer and global principal at Wolff Olins explain why when it comes to brand names, length really does matter.

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Labubu, the art toy craze and why grown-ups can’t get enough

1 Labubu, the art toy craze and why grown-ups can’t get enough

Is Publicis’ dismissal of staff for return-to-office violations a sign of things to come?

2 Is Publicis’ dismissal of staff for return-to-office violations a sign of things to come?

Googlies on Google: A curiosity-driven game for search

3 Googlies on Google: A curiosity-driven game for search

Malaysia's FashionValet faces corruption probe after US$10 million loss of public funds

4 Malaysia's FashionValet faces corruption probe after US$10 million loss of public funds

Top 10 fashion brands in Southeast Asia

5 Top 10 fashion brands in Southeast Asia

Why Gut’s Singapore office means so much to the challenger agency

6 Why Gut’s Singapore office means so much to the challenger agency

The return of Donald Trump: What it means for APAC's marketing industry

7 The return of Donald Trump: What it means for APAC's marketing industry

Top 10 food brands in Southeast Asia

8 Top 10 food brands in Southeast Asia

Is impulse buy on deathbed in Indonesia?

9 Is impulse buy on deathbed in Indonesia?

Diwali 2024: Campaigns lighting up the festive season

10 Diwali 2024: Campaigns lighting up the festive season