Julian Saunders discusses why brands need to focus on their duty to their customers, rather than touting their purpose.
Is Elon Musk committing ‘brandicide’?
Julian Saunders on how brands should navigate the next few years.
After reading From Marginal to Mainstream, Julian Saunders thinks future profits will be found in the margins of society.
Mary Quant – Fashion Designer (1930-2023)
Ask and listen, advises Julian Saunders.
Astute brands should opt for a media philosophy rather than succumb to lazy offensive marketing.
Has Elon Musk bitten off more than he can chew?
Aurora’s royal correspondent on the latest instalment of the ‘HazMeg’ saga.
How to prepare for what will eventually be the next big thing.
Pitches are (mostly) an expensive waste of time and the fault is both the agency’s
and the client’s.
Julian Saunders provides his methodology on how to generate plentiful ideas.
To be healthy, dynamic and successful, building in sustainability as a core brand
value is the only way forward.
Julian Saunders presents, exclusively for Aurora readers, his knowledge bank on living with the compulsions of procurement.
Vaccinated or not, Covid-19 continues to plunge us into radical uncertainties, argues Julian Saunders.
How could have brands invested in the Olympics?
Julian Saunders on the rise of the content creator.
In a world of online activism, brands need to exercise more transparency, honesty and better practices to survive.