Three quotes at three prices tell you very little. Here's what actually separates a good branding partner from an expensive mistake, and the questions that reveal the difference in one conversation.

London's best hotels are rarely the ones with the most striking logos. They're the ones where you know where you are before you've read a sign.

The Gulf has become one of the most competitive café markets anywhere, and almost all of it is well designed. Here are the brands doing it best, and what separates them from the rest.

The UAE and Saudi Arabia get talked about as one market. They aren't. Here's what's different about building brands in each, and what tends to go wrong when a concept is imported without being adapted.

Two businesses sell a similar thing at a similar price. One builds a following, the other doesn't. The difference is almost never the product, and it's rarely the logo.

The brand looks tired to you. That's not the same as it looking tired to your customers. Here's how to work out whether you need a rebrand, something smaller, or nothing at all.