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Katie Ewer

The future of strategy lies with the generalist, not the specialist.
5th March 20205th May 2020

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…

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How much is that logo worth?
5th July 20195th May 2020

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…

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Retail Safari: Fearless despatches from the frontier of consumerism, Decathlon edition.
5th July 20195th May 2020

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…

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Brand purpose doesn’t build brand distinctiveness. Brand ideas do.
5th June 20195th May 2020

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…

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Outdoor advertising is saving social media
11th April 201912th June 2019

Outdoor advertising is saving social media

In the 10 years since the iPhone was launched, gum sales globally dropped 15%, according to Euromonitor. Why?…

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When to make it easy, and when to make it thinky
16th October 201812th June 2019

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….

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Specificity is a powerful tool that hides in plain sight
21st September 201814th October 2018

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…

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A sense of place: at the crossroads of brand experience and urban planning
16th August 201814th October 2018

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…

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Unbranding Is Dumb
11th April 201819th May 2019

Unbranding Is Dumb

Brand-free branding is the latest marketing trend, but it ignores the qualities that make companies like Patagonia, Glossier,…

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Don’t speak to me in that typeface!
18th January 201814th October 2018

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…

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How even the most uncool brands swag with swagger
5th January 201814th October 2018

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,…

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The age of the internet is the age of the image: the rise and rise of design
15th November 201719th May 2019

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,…

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Old news: the future is yesterday
11th September 201714th October 2018

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…

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Retail Safari: Fearless dispatches from the frontier of consumerism: Daiso edition
10th July 201712th June 2019

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…

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Do as I say, not as I do
11th April 201714th October 2018

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…

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‘Your hair is unruly’: The most annoying idea from CES
10th January 201714th October 2018

‘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…

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Any colour, as long as it’s blue
18th December 20163rd June 2019

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…

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Retail safari: Fearless dispatches from the frontier of consumerism – Innisfree edition
21st October 201614th October 2018

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…

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How do you design for China? Designing across cultures
11th October 201612th June 2019

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…

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One for the girls?
10th October 201614th October 2018

One for the girls?

So I’m in the corner store buying some ‘Kinder Eggs’ for my child’s birthday party. In attendance will…

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