Ed­i­tor’s let­ter

Computer Arts - - Welcome - TOM MAY Act­ing ed­i­tor journo.tom­may@gmail.com

Are you the same per­son you were 20 years ago? Of course not. We all need to change and grow in or­der to pros­per — and the same ap­plies to brands.

But just as with per­sonal change, when change to a brand hap­pens too abruptly, or heads in the wrong di­rec­tion, it can be wildly coun­ter­pro­duc­tive... and the his­tory of brand­ing is lit­tered with cau­tion­ary ex­am­ples.

So in this is­sue, we take an in-depth look at how to rein­vent and rein­vig­o­rate a brand in the right way; build­ing on ex­ist­ing brand eq­uity and ex­tend­ing it, with­out throw­ing the baby out with the bath­wa­ter.

Oh and, by the way, when we say ‘in-depth’, we mean it. If you pre­fer short and snappy list fea­tures, then by all means head to the in­ter­net, where you’ll find them in abun­dance. But this mag­a­zine has al­ways set out to pro­vide com­ment and anal­y­sis that’s a lit­tle more heavy­weight, nu­anced and pro­fes­sion­ally fo­cused, via long­form ar­ti­cles that gather in­sights from some of the in­dus­try’s most re­spected ex­perts. And our main cover story ‘The Art of the Re­brand’, bril­liantly writ­ten by re­cent ex-ed­i­tor Nick Car­son, de­liv­ers all of that and more.

And that’s just for starters. This is­sue is packed with brand­ing in­sights, in­clud­ing a re­port from Emily Gosling on the use of il­lus­tra­tion in brand­ing (page 58); de­tails of how Bruce Mau Design goes about un­cov­er­ing a brand’s core mis­sion (page 76), and the tale of how Jo Gra­ham Con­sult­ing and Stu­dio Sutherl& breathed new life into a 226-year-old shoe brand (page 82).

But Com­puter Arts is not just a two-way street: we want to hear about your brand­ing sto­ries too! Good work de­serves recog­ni­tion, and en­ter­ing our an­nual Brand Im­pact Awards, which are open for en­tries un­til 5.30pm on 1 June, is a great way to achieve it. So please head to brandim­pactawards.com to­day, and sub­mit your best work!

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.