News and views

A growing number of people, and especially younger generations, are no longer opening a search engine when they want to find something. They are asking an AI. Not to read a list of results, but to get an answer, and preferably just one, with a direct link. What started as a shift in how people search has evolved into something more significant: agentic AI. Systems that do not just answer questions but take action. An AI that monitors your household supplies and reorders them

Imagine your brand is expanding into a new market. Everything looks right. The strategy is clear. The visuals are polished. And then something goes wrong, not because the product is bad, but because a detail in the campaign quietly offended the very audience you were trying to reach. This happens more often than people expect. And it is rarely about a big, obvious mistake. It is about the small things. The things that feel neutral in one culture and carry deep meaning in an

You have created a solid brief and received several proposals. At first glance, the scope looks similar. The prices are not. Where do you start? Most people start with the price. That is understandable. But a number alone tells you very little about what you are actually comparing. Let's start with an example: You have approached agencies because you are looking for a new brand identity. Agency A presents you a great price, or a shinier apple, for what appears to be the same

When your business is in a competitive market, it is tempting to put your time, money, or effort into getting as much attention as possible. But being visible is not the same as standing out. Being louder is not the answer. Being clearer is. Many companies offer similar products or services. Yet the real difference lies in how people perceive a company’s brand, what it stands for, and whether its offer feels made for them. That is where positioning comes in. Why positioning m

One of the first things people often say when they want to launch a business is: “I need a logo.” It makes sense. Logos are tangible. They are visual. They feel like a sign that things are becoming real. While a logo is an important part of the brand, it is not the starting point. Before you design anything, it helps to understand what your brand stands for. When there is clarity around your brand, decisions like colour, tone or visual style become easier to make. Why strateg

AI is rapidly changing how we approach marketing and branding. With just a few prompts, it is now possible to generate taglines, create logos or outline messaging frameworks. What once took a team of creatives can now be done in minutes. But when many businesses are using the same platforms, trained on the same data and guided by similar prompts, it raises a question. Would every brand start to look and sound the same? What makes your brand feel different? Why brand thinking