The Prerequisite for Creativity and Innovation in Marketing

When Raja Rajamannar first approached colleagues and agencies to discuss the need for a ‘sonic brand’ they suspected he had been “smoking something”. Today, however, Rajamannar is spearheading the rollout of Mastercard’s sonic brand identity to its 1.8 billion customers around the globe.  At the heart of their sonic brand is a short melody and […]

Adidas is Bruised, But Others Will Fall

Bleached white. Made from cotton. Named ‘Uncaged’. Even a novice marketer would struggle to deem the latest sneaker in the Adidas Ultraboost range to be an appropriate inlay to Black History Month for the German brand. It seems, however, that nobody in the room saw the blatantly obvious flaw to their newest product throughout the […]