Emojis have become ubiquitous in digital communications, but their use in marketing campaigns hasn’t always been successful. Canvas8 spoke to Dr. Sara Kim, an associate professor at the University of Hong Kong, to learn how people interpret and react to brands that use these symbols.

Memes are a staple of internet culture – but what happens when brands try to get in on the action? As part of its #TFW campaign, Gucci collaborated with artists to create branded memes, but was this co-opting of digital youth culture an inspired decision, or just cringeworthy?

Trolls are near-omnipresent across social media platforms and forums, purposefully seeking to derail how people and brands communicate online. Yet while these interactions are usually seen as malicious, how can brands use trolling tactics to create a unique voice and win over the public?

With 51% of Britons unable to name a favourite brand, people’s connections to the products they buy are seemingly changing. Canvas8 spoke to Pankaj Aggarwal, professor of marketing at the University of Toronto, to learn how different types of brand relationships impact consumer behaviour.