Campaigns, Colours & Catchphrases: Pendulum's international award-winning creative director, Ben Purkiss, talks branding with co-founder Yaroslav Baran. Want to know what kind of thinking goes into the look and feel of a campaign? In a word — authenticity. To be competitive, do the research, get to know the person behind the politician, and build the brand to complement the candidate. Among the good brands, the one that captures the public mood will likely win the race. Then there are the duds. Ben and Yaro cover them all in 14 minutes.