What the Norwegian World Cup jersey teaches us about strong branding
Many companies invest heavily in campaigns, and little in their brand foundation. But some brands grow without shouting louder. How? By choosing more consistently instead of communicating louder.
Branding and marketing are often mentioned in the same breath or used as synonyms. This makes sense, because in practice they constantly interact: a campaign needs a brand, and a brand needs to be made visible through marketing. Without marketing, branding remains nothing more than a pretty concept on paper, and without branding, marketing becomes a collection of isolated actions.
Still, it’s important to keep making the distinction. If you don’t, you’ll quickly notice in practice that campaigns no longer really align with anything, your visual style starts to differ by channel, and your messages don’t speak to anyone in particular.
A rebrand often seems like the solution when a brand no longer feels right. But in most cases, the real problem lies deeper: in positioning, recognisability, internal alignment or brand maintenance.
What Oscar took away from two days at The Art Department 2026.
Studio Boiler designs a bottle for HOOOP Gin. Design never starts with just a brand or a product, but always with what the project, company, or team behind it makes possible.
Pricing is all about numbers, margins, and strategy. But how a price is presented also influences how it is perceived. And that is exactly where psychology intersects with the work of a graphic designer.
From product focus to strategic brand experience
The relevance of print in a digital world.
Love learning about branding, design, or strategy — but missing something? Let us know. We’ll do the research and turn it into a fresh article.
