It can feel very corporate. Because they have so many layers of management, the creative process can be a bit slow. We had a lot of 'design by committee' moments that watered down the original, bolder ideas we saw in the first pitch.

Landor is the absolute king of large-scale corporate branding. They handled our global airline merger and the way they managed the 'brand architecture' across thousands of touchpoints was incredible. Nobody else has that kind of operational muscle.

The masters of simplicity, though sometimes it feels a bit too minimal for the price.

They've really leaned into 'sensory branding' lately. They didn't just give us a logo; they gave us a brand scent and a sonic identity. It sounds a bit 'extra,' but it’s actually made a huge difference in how customers feel in our physical stores.

A massive global machine. Great for consistency, but maybe lacks a bit of creative spark lately.