The Brand Union discusses the agency’s business at its global conference in Dubai, but does branding itself need a makeover?

Originally published in Communicate, May 2010

The Brand Union last month hosted 45 of its global bosses in Dubai for the branding agency’s annual conference. No doubt if we’d asked, there would have been talk of what an important growth market the Middle East is, and how some of the most exciting brands of tomorrow will come out of this region. We suspect that cheap hotel rooms and the plush Media City offices that house Hermann Behrens and his team might have slightly more to do with it. Since we were invited – along with other journos and clients – to a round table on branding – with free food and drink – we decided not to ask. Read the rest of this entry »