In the second of three interviews about branding, DMI's global brand director, John Hurley, chats with venturethree, the branding agency that helped us to rebrand our own presence in 2019. Here Regine Stefan-Aboud (Creative Director) and Tim Jones (Strategy Director) go into detail on how any brand actually gets developed.

Some of the issues they address are:

• How do you put uniqueness into brand development?
• What is a brand look and feel? What is the tone of voice?
• What is the role of naming and how do you create a name?
• Does the brand have to change if a business or category changes?

Listen to the interview on audio below:

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Interview 1: Brand Strategy and Planning with venturethree

Interview 3: Delivering the Brand Experience with venturethree

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