branding
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Vocal heroes
When Qantas wedded its brand to an Australian anthem, it was an ad man’s dream. After nearly 20 years, the campaign is still strong thanks to the children’s choirs that bring it to life.
The fine print
What can the art world learn from a Hollywood agent? Monocle inspects the chances of a team pairing brands and blue-chip artists.
In safe hands
UBS Group CEO Sergio Ermotti speaks to Monocle’s Tyler Brûlé about the bank’s new direction for its customers, focusing on loyalty, long-term performance and impeccable service.
Hook, line and sinker
Alaska may be stuck all the way up there but people around the world know full well what its brand values are – all thanks to the soft power of fish.
Creative kicks
World Cup fever is about to break in Brazil so Monocle visits the South American agencies matching the host team’s footballing flair with bold advertising campaigns.
Flying colours
Italian family business Benetton is about more than fashion. From breathing new life into a roadside food chain to funding creative projects, the brand has diversified its global portfolio in unique ways.
Get some fresh air
South Tyrol, Italy’s mountainous northern border region, requires an air service reflecting its remote beauty and high quality of life. Here’s our fantasy Italian Alpine carrier, Air Südtirol, designed by Monocle.
Sign language
As a country renowned for taste and style it is little surprise that Italy’s brands have such a strong aesthetic identity. Monocle delves into the nation’s visual history and charts its most striking logos.
Brand leaders
We meet Artek CEO Mirkku Kullberg, Tod’s Group CEO Diego Della Valle and Indonesia’s tourism minister to hear how they're putting the design industry at the heart of their countries' brand image.
Sweetness and might
The German confectioner Haribo is more than a cute gummy bear. Behind the playful facade is a corporate powerhouse that aggressively defends its brand, takes rivals to court, and expands its global empire.
