The future of brand communications: this anniversary issue explores the challenges and opportunities facing the industry.
Neuroscience in marketing
How eight big brands have used neuroscience techniques to solve a range of marketing challenges, and where it might go next.
Total retail strategies demand a strong central brand, consistent experience across channels and customer-centric marketing.
The Admap Prize winners ask whether brands have adapted to the opportunities for brand-building offered by the digital era.
Uniquely personal, portable and interactive, mobile needs to be central in all brand communication strategies.
B2B brands should keep in mind that they are selling to people, and so need to humanise and tell their brand story.
As we begin to understand the role of the implicit mind in reacting to communications, the role of visual identity has become increasingly important.
Econometrics can be a valuable tool for predicting the effect that marketing spend will have on sales, and so is critical in demonstrating effectiveness.
Multiscreen TV challenge
Respond to the rise in multiscreening with ads that catch viewers' attention through targeting, sound triggers and social