written by Shze Hui Tjoa and Foivos Dousos At the end of 2018, Balmain became the latest in a long list of fashion houses to unveil its new logo. To no one’s surprise, this logo looks extremely similar to the other revamps that we have seen this year. From Balenciaga…

By Foivos Dousos and Shze Hui Tjoa After a month of poor sales, the online retail giant Asos has just issued a profit warning out of the blue, and put all of brand-world on edge. Most analysts were caught off-guard by Asos’ announcement of bad news. This is because popular…

Written by Foivos Dousos and Hunadda Sabbagh While the role of multi-sensory stimuli is understood as important in consumer experiences, it’s often visual representations and images that are considered the most important aspect of marketing communications. …

A booted foot is stomping on a burning union flag. It’s 2012 and I’m standing in the Dr Martens’ flagship store in Soho, watching in awe. How could that be a product ad? It’s too provocative, too aggressive, too much. I look down. …

When Starbucks introduced ‘cappuccino freddo’ to their menu in 2016, a group of Greeks started a petition requesting the coffee chain to acknowledge the drink’s Greek origin. And in fact, despite its Italian name, this iced coffee beverage did originate in Greece, where it remains extremely popular. A cappuccino freddo…

As this year’s sun-baked summer turns into a distant memory I collected some thoughts on the different grand narratives around summer in media and branding in an attempt to reveal the darkest secrets of the sunny months of the year. After analysing a series of iconic portrayals of summer in pop culture, I identified two main oppositional narrative structures. On one hand, we have the “transformative / coming of age” summer where the protagonist experiences a meaningful internal change. And on the other hand, we have the “melancholic / escapist” summer where the protagonist enjoys an idealised, but static, time off. After I present examples of the two different summer narratives, I will then reflect on ways that brands can use them in their campaigns and product designs.

The age of the selfie is inextricably linked to the mass adoption of smartphones and social media platforms. Selfie as a word made its first appearances in mainstream vocabulary ten years ago with an ostensibly negative undertone: a picture with no artistic merit; a narcissistic self-portrait taken by a vacuous…

After ten years of continuous crisis, greek economy is at the worst place it has ever been. With both experts and common people being pessimistic about the future, can we really envision a recovery for greece and if so, what would that look like? …

co-written by Aimée Lê 1. Your value depends on your social media presence Raise the number of followers and your organic reach by developing a communication strategy around your personal brand. Produce high quality content for your friends and family and observe what posts get you most likes.