NEWS
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Article
How brands can connect with Gen Z – without sounding cringe
Gen Z is driving the trend of mass casualisation across society. But while every brand must respond to the shift from a formal to a casual tone, there is a line. Hayley Read explains how to walk it.
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Article
What makes shoppers truly loyal? It’s not price – it’s brand love
Kmart, Mecca and Bonds prove that the future of retail belongs to brands we love, Grant explains.
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News
Introducing our new specialist Consumer Brands capability
With the team from Davidson Branding now part of Principals, we’ve added a specialist capability in consumer brands.
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Article
WiseTech and the problem with founder-led B2B brands
Despite what WiseTech Global boss Richard White says, if you can’t separate the founder from the brand, that’s a massive corporate risk. Especially for B2B brands. Tim Riches explains.
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Article
What’s the point of brand when there’s no choice?
Moensie Rossier argues that branding is essential even for “low-touch brands” which also need to actively build trust and relevance by demonstrating their value and engaging with the public.
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Article
Is your brand voice in the clutches of cultural cringe?
Alex Moore explains how the generational cycle influences your brand’s tone of voice and how to avoid getting left behind.
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Latest opinions
Gen Z: The paradox generation
