Brand positioning; the race for space [in the mind of your customers]
Brand positioning is the component of brand strategy that you probably hear most about, yet many haven’t quite grasped its true definition or potential. Most consider it is a company’s position within a marketplace, when in fact the true power lies in how you position you have in the hearts
Unveiling the hidden power of a brand audit [Those who know, know]
Today's busy and rapidly evolving world requires businesses to continually assess and refine their strategies to stay competitive. It also ensures their brand continually connects and resonates with their customers. This article explores the significance of brand audits, their components and why they are so important when navigating tricky times and
Is gendered branding still relevant? [vive la difference!]
Gender stereotyping is alive and well, according to new research from Kantar. Its analysis of advertising creativity and media effectiveness – AdReaction: Getting Gender Right highlights that almost all (99%) of UK ads for laundry products are targeted at women, while 70% of ads for toiletries and food products are
Packaging design for clicks [and bricks]
Your brand researched brilliantly in focus groups, so why isn’t it flying out of your online store? The answer could be in your packaging design: There’s a big difference between designing for on-shelf – where shoppers get to pick up and closely examine your product, and online – where your
How brands can help consumers squeeze the most out of life [Are you a lifestyle ‘optimiser’?]
Living Life 2.0: How brands can help consumers squeeze the most out of life, was one of the Festival of Marketing’s insightful sessions revealing exclusive consumer research from the Evening Standard, that lifted the lid on this forward-thinking, influential set of consumers who “want to squeeze every last drop of enjoyment out
What Is Brand Architecture [and how can YOU Benefit from it]
If you’re new to the world of branding, the complex terminology might seem overwhelming at first. Sooner or later, you’ll meet the concept of “brand architecture”. Here’s a guide that explains what brand architecture is, how you can use it and gives a few examples of successful brand architecture. So what exactly
Rebranding, avoid the common pitfalls
If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.Coca-Cola ExecutiveThe above statement makes the value of
Innovate, not replicate [are we guided by research too much?]
The masses don’t come up with innovative ideas, individuals do, so why do we let the opinion of others influence the outcome of our vision? As designers, we thrive on feedback. We regularly question our original vision based on what other people think, and quite often those people are not experts
When pretty is pretty useless
It’s nice to look nice, but for a brand to succeed it needs more than aesthetics.It’s easy for us designers to get carried away and choose a format and design that will look great, but doesn’t always transpire to be the most effective. Not considering major factors like how it
Wellbeing, it’s the cultural shift that’s changing the business landscape
A state of being comfortable, healthy, or happy. As well as being the definition of ‘wellbeing’ they’re also attributes many brands are now striving to achieve.According to the recent World Resources Institute (WRI) report current food habits will lead to the destruction of all forests and catastrophic climate change by 2050.