Magazine | Industry

Welcome to Industry Magazine, an online publication dedicated to new thinking on the subject of brand.

Each month we feature thought provoking articles from guest writers, including journalists, academics, business leaders and top creative talents from design and allied disciplines.

Future Series

The Ghost Writer in the Machine. The Future of brand storytelling

Bringing clarity to complexity: The power of brand in navigating uncertain times

Guest Author

Eleanor Winton

Founder, Foresightfully

From sustainability to impact

Guest Authors

Surj Deuer (Senior ESG Manager) and Rob Neal (Head of Communications), Mills & Reeve

A leaf surrounded by the infinity symbol

Rethinking employer brands: Gen Z and the Future of Work

Guest Author

Rares Man

Soft power and brands

Guest Author

Nicholas Ind

Form Follows Future

Guest Author

Phil Garnham

Executive Creative Director at Monotype

50 years back, 50 years on

What gives brands staying power and which of today’s brands will endure and why?

Guest Author

Jim Northover

Articles

Back to your roots

In a competition for the most-recognisable tagline of the past 50 years, ‘The world’s local bank’ would surely be a leading contender. There can be few people who didn’t wish they’d thought of it first. Yet this catchy line has been quietly dropped by HSBC. Why, and what does it tell us about the growing […]

Everything is design

“Everything”, wrote Paul Rand, “is design.” That is a terrific soundbite. An almost imperial statement. Like man landing on the moon and sticking a flag in its surface, it claims for design…

What’s in a name?

Choosing a company or product name is a minefield. Is it memorable? Available? Trade markable? Does it tell our story, or reflect our organisation’s values and those of our customers?

The perils of groupthink

So how do we find out what our customers need? Ask them, right?

How designers gained the keys to the boardroom

Today all CEOs, from those running transnational corporations to fast-track entrepreneurial start-ups, are under immense pressure to deliver results.

Motherhood and apple pie

A crisis in consumer confidence has provoked a reappraisal of corporate values. But many companies are still talking platitudes, says Sholto Lindsay-Smith.

Robert Samuel Hanson

Berlin-based designer and illustrator Robert Samuel Hanson’s creations are sharp, crisp and clever, which is why he counts M&C Saatchi, The New York Times and the Museum of Modern Art as clients. We found out how he forged a career from his love of drawing.