James Fooks-Bale, the director of brand at Frontify, discusses the significance of branding awards while highlighting their judging complexities. He expresses concern that diverse projects are hard to evaluate fairly, as they may not fit within the same judging criteria. Fooks-Bale advocates for awards like the Brand Impact Awards, which focus on the effectiveness and underlying reasons behind branding efforts. He believes that the industry should prioritize evaluating branding's deeper impact rather than simply trending aesthetics.
James Fooks-Bale emphasizes the importance of branding awards, highlighting the challenges of judging diverse projects fairly without recognizing their unique contexts.
He expresses a belief in focusing on the effectiveness and impact of branding, urging the industry to prioritize deeper understanding over superficial assessments.
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