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Q&A with Toby Southgate, CEO, UK & Ireland at The Brand Union: “For an average consumer the value of brand is down to making the right choice”
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Expert Board

  • Fred Richards

    Global Executive Creative Director ,
    Interbrand, USA


    Fred Richards joined Interbrand in 2004 and has worked in the international design industry for more than 20 years. He has been profiled in local, national and international publications such as Design Week, Communication Arts, BusinessWeek, Brandweek and Shelf Impact!.

    With a degree in graphic design from Salisbury College in England, Richards has led Interbrand's creative work for Cascade, Duracell, Aspirin, Charmin, Aussie and Bounty, among others.

Articles

  • Irish for a Day

    Hoisting a pint of Guinness beer has become synonymous with celebrating St. Patrick’s Day, “the friendliest day of the year.” What is it about Guinness—this creamy black liquid with froth on top — that makes the brand so unique and enables it to unite the world and turn everyone Irish, if only for a day?

    Instinctive Design: Moving Brand Purchase Beyond Rational Decision-Making

    By understanding, leveraging and connecting shopper, consumer, brand and design insights, companies can develop powerful, instinctive packaging designs that connect with key emotions and produce as much as an 80 percent conversion rate.

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Call for interviewees 2012

Tell us your story and be heard by Popsop global 200,000 reader audience!

To schedule an interview, email at talktome@popsop.com

Call for interviewees 2012

Interview

Toby Southgate, CEO, UK & Ireland at The Brand Union:

“For an average consumer the value of branding is down to making the right choice”

Interview

Trends

Top 10 consumer trends in 2012

Research by Euromonitor International

Trends

Expert Columns

Sara Jones
Anthem Worldwide

The Top Five Print Innovations for Packaging

Sara Jones, Creative Director at brand development and packaging design agency Anthem Worldwide, shares her round up of the top five print innovations, which have the potential to create real standout, as long as they’re used to enhance –- rather than ‘be’ -- the brand idea.

Emily Stubbins
Hyperquake

Agility: The Business Super Power

If you had to choose the ultimate business super power, what would it be? Big budgets, global reach, an innovation pipeline full to bursting, a PR machine capable of generating positive press 24/7? Without hesitation, I answered “agility.”

Cheryl Swanson
Toniq LLC

Toniq Trending: Age Groups

Cheryl Swanson, Head of Toniq, once again explores the consumer trends for different age groups in the USA.

Darren Foley
Pearlfisher

The Digital Craft

Before we had Apple Macs, Photoshop and a myriad of other programmes, design centered on tradition and craftsmanship, on the physical and the tactile. Yet now, we see the worlds of digital design and physical craftsmanship joining to create new expressions and celebrations of the power of making.

Greg Taylor
Elmwood

Future Homestyle

There’s a natural relationship between the style of our daily surroundings and how we feel. A great space can make us feel better, more hopeful and even more productive. And we often use our own space to express a vision of ourselves.

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