Branding at Play

Banks called Atom, N26, Bunq, and Monzo. Insurers named Lemonade and Oscar. In their efforts to distinguish themselves from long-time industry stalwarts, new entrants into the fields of banking and insurance are choosing playful, whimsical names that make no reference to the space they’re trying to disrupt. Previous nomenclature in these business spaces has revolved…

Down with BASES!

Nielsen BASES. Whether you swear by it or swear at it, if you work in consumer products innovation, chances are Nielsen BASES has consumed – and perhaps cost you – more than a few days of your life. Founded nearly four decades ago to help large consumer packaged goods (CPG) companies mitigate the risks of…

More Brands to Watch

By now we all know brand is not a logo (we do, right?), it’s the sum of all experiences. Here, in our second installation of our semi-regular series of brands we're watching, we identify five more cases where that sum amounts to greater than its parts. / Nest – seeding the idea of smart homes…

De-Fictionalized Brands

Imaginary Made Real Rob Walker, the author and former The New York Times Magazine "Consumed" columnist, is one of my favorite brand thinkers. In my opinion, his various works have pushed public discourse on our relationships with brands as far as anyone currently in the industry. Significant Objects, one notable initiative, paired writers with interesting objects…

Brands to Watch

It’s easy to critique brands. From weak storytelling to missed opportunities, when it comes to branding we are all born critics. But what about the brands that are doing it well? The brands that push categories further, that in fact inspire the rest of us toward innovation and reinvention. MISC magazine’s brand team give you…