"SOME UK BRANDS ARE DEFINITELY TIRED," KOTO'S JAMES GREENFIELD ON THE STATE OF BRANDING TODAY

Summary from the TLDR Design newsletter

Koto's James Greenfield argues that strong branding requires discipline, distinctiveness, and context—work should feel “uncopyable,” evolve or revolutionize depending on a brand's state, and reflect real consumer experiences. From lessons in Amazon's refresh to critiques of UK legacy brands, he stresses that creativity with attitude, long-term thinking, and storytelling rooted in culture and business realities are what make brands memorable and trusted.