Posts from the crossroads
of branding and sarcasm.
![The future of strategy lies with the generalist, not the specialist.](https://katieewer.com/wp-content/uploads/2020/03/Screen-Shot-2020-05-05-at-2.31.55-PM-600x340.png)
The future of strategy lies with the generalist, not the specialist.
If, like me, you’ve at some point described yourself as a ‘jack of all trades’, you’ll know that…
![How much is that logo worth?](https://katieewer.com/wp-content/uploads/2020/05/gojek-new-600x360.jpg)
How much is that logo worth?
What is great branding worth? Will the new Gojek identity move the brand on? Will it help to grow the…
![Retail Safari: Fearless despatches from the frontier of consumerism, Decathlon edition.](https://katieewer.com/wp-content/uploads/2018/09/s3-news-tmp-116020-retail-safari_banner_forweb2-2x1-883-600x300.png)
Retail Safari: Fearless despatches from the frontier of consumerism, Decathlon edition.
The first step towards getting into shape, as everyone knows, is to make sure you have the right…
![Brand purpose doesn’t build brand distinctiveness. Brand ideas do.](https://katieewer.com/wp-content/uploads/2020/05/builders-of-tomorrow_499x375-300x300.jpg)
Brand purpose doesn’t build brand distinctiveness. Brand ideas do.
In a purpose-led world, it’s the how, not the why, that builds connected brands. Embraced and ridiculed in…
![Outdoor advertising is saving social media](https://katieewer.com/wp-content/uploads/2019/06/1_570_855_0_100_campaign-asia_content_mcdonalds_cossette_directions_3x2-600x400.png)
Outdoor advertising is saving social media
In the 10 years since the iPhone was launched, gum sales globally dropped 15%, according to Euromonitor. Why?…
![When to make it easy, and when to make it thinky](https://katieewer.com/wp-content/uploads/2019/06/make-it-easy-600x374.png)
When to make it easy, and when to make it thinky
The golden rule of hacking the mind of the shopper is perhaps easier than we think it is….
![Specificity is a powerful tool that hides in plain sight](https://katieewer.com/wp-content/uploads/2018/09/kracken-rum-600x279.png)
Specificity is a powerful tool that hides in plain sight
In the eye of the storm around the recent Burberry rebrand is the tradeoff between audience appeal and…
![A sense of place: at the crossroads of brand experience and urban planning](https://katieewer.com/wp-content/uploads/2018/08/0-600x400.jpeg)
A sense of place: at the crossroads of brand experience and urban planning
No longer content with sponsoring sports stadiums, staging art festivals and invading our social media newsfeeds, brands that…
![Unbranding Is Dumb](https://katieewer.com/wp-content/uploads/2018/09/p-1-unbranding-is-dumb-1-600x338.jpg)
Unbranding Is Dumb
Brand-free branding is the latest marketing trend, but it ignores the qualities that make companies like Patagonia, Glossier,…
![Don’t speak to me in that typeface!](https://katieewer.com/wp-content/uploads/2018/09/i-1-the-fire-and-fury-cover-is-hilariously-bad-hereand8217s-a-better-one-300x300.png)
Don’t speak to me in that typeface!
Every now and then, the esoteric world of graphic design comes crashing into everyday real life, and typography…
![How even the most uncool brands swag with swagger](https://katieewer.com/wp-content/uploads/2018/08/s3-googletshirt-default-940-600x315.png)
How even the most uncool brands swag with swagger
Brands are adopted shortcuts to an expression of our personal selves. We might not like to admit it,…
![The age of the internet is the age of the image: the rise and rise of design](https://katieewer.com/wp-content/uploads/2018/08/0-1-600x335.jpeg)
The age of the internet is the age of the image: the rise and rise of design
Design is marketing’s original media. Sure, it doesn’t have the allure of shiny new disciplines like influencer marketing,…
![Old news: the future is yesterday](https://katieewer.com/wp-content/uploads/2018/09/nokia-3310-hero-300x248.jpg)
Old news: the future is yesterday
It’s back! And it’s got Snake! If you’re old enough to know that those words refer to the…
![Retail Safari: Fearless dispatches from the frontier of consumerism: Daiso edition](https://katieewer.com/wp-content/uploads/2018/09/s3-news-tmp-116020-retail-safari_banner_forweb2-2x1-883-600x300.png)
Retail Safari: Fearless dispatches from the frontier of consumerism: Daiso edition
There are some Japanese cultural exports that romance us with their aura of understated elegance and artistry. There…
![Do as I say, not as I do](https://katieewer.com/wp-content/uploads/2018/08/1_570_855_0_100_campaign-asia_content_storytelling_book_1200x800_pizabay-600x400.jpg)
Do as I say, not as I do
Why storytelling and ‘story doing’ need to line up. There’s quite a bit of talk these days about…
![‘Your hair is unruly’: The most annoying idea from CES](https://katieewer.com/wp-content/uploads/2018/08/0_0_0_0_70_campaign-asia_content_loreal_brush_1000-600x328.png)
‘Your hair is unruly’: The most annoying idea from CES
The most valued technology is also the most invisible. It certainly doesn’t criticise your grooming habits and then…
![Any colour, as long as it’s blue](https://katieewer.com/wp-content/uploads/2018/08/bombay_sapphire_08-300x248.png)
Any colour, as long as it’s blue
Every now and then, some nonsense piece about colour psychology does the rounds on LinkedIn. Usually illustrated by…
![Retail safari: Fearless dispatches from the frontier of consumerism – Innisfree edition](https://katieewer.com/wp-content/uploads/2018/09/s3-news-tmp-116020-retail-safari_banner_forweb2-2x1-883-600x300.png)
Retail safari: Fearless dispatches from the frontier of consumerism – Innisfree edition
RETAIL SAFARI: fearless dispatches from the frontier of consumerism The first installment of ‘RETAIL SAFARI: fearless dispatches from…
![How do you design for China? Designing across cultures](https://katieewer.com/wp-content/uploads/2018/08/s3-image_18-default-610-600x736.png)
How do you design for China? Designing across cultures
Rene Chen, managing director of jones knowles ritchie (JKR) China, and Katie Ewer, JKR Singapore’s strategy director, discuss…
![One for the girls?](https://katieewer.com/wp-content/uploads/2018/09/CaRiAFqWwAAXm3i-300x248.jpg)
One for the girls?
So I’m in the corner store buying some ‘Kinder Eggs’ for my child’s birthday party. In attendance will…