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Packaging for Children and Their Time-Poor Parents
Here’s what we need to be saying to the nation’s moms and dads: ‘Parents out there, we hear you. You’re constantly juggling, racing from place to place, and doing your best. We’re here to help.’...
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Seeking Sustainability, Finding True Brand Mission
The digital-consumerist culture instigated, on the one hand, a sophisticated and constant need to articulate and maintain our personal identity through symbols and aesthetics of the branded world, and...
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State of the Brand: Dawn of Europe
“During our quest for understanding the company, its clients, and the context in which they connect, we need to be in all communities, but to be part of none.” — Andrei Carcea, Studio kort Branding is...
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Nation-Branding Soft Power: The Case of Brand China
“Rest in Peace” posters of Dr. Li Wenliang, who warned authorities about the coronavirus outbreak, seen at Hosier Lane in Melbourne, Australia; by Adli Wahid. Until the Meiji Restoration (1868 –...
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The Power of Data Visualization in Finding Insights
Visualizing information is a critical part of data analysis. Being able to gain a visual understanding of information creates a solid foundation from which to base points on. This is especially...
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1,200 Post-It Notes to Fix a Broken Brand Culture
The production, collation, and consideration of 1,200 post-it notes of information may sound like ‘data overload’, but the depth of detail that can be uncovered from this exercise — plus the visual...
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The Exploration of the Human Psyche: Jung’s Archetypes
Did you hear the one about the hero and the outlaw? Jungian archetypes seem to have become a ubiquitous feature of modern marketing, so the chances are that you have. The subject of an immensely...
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Interview: Sonic Branding in Automotive with Marijn Roozemond, MassiveMusic
Sound is not a trend that’s shaking the commercial world; it’s something that’s been there all along, and brands are only now starting to realize its potential. We constantly experience different...
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Consumer Behavior in Post-Crisis Market Scenarios
In the last decade, retail has gone through more crises and subsequent periods of stagnation, with a marked shift in favor of the online channels and consequent reductions in sales points, the number...
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Find Your Purpose: Brand Advertising in a Crisis Market
An unexpected crisis has taken the world by storm, disrupting every aspect of life and business, as we have all experienced. This disruption has many brands wondering: Should I be advertising during...
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Female Archetypes and Brands of the Mind
“Products are made in a factory, but brands are created in the mind.” – Walter Landor Mocielli and Yuliya Dan Art are two brands that embody this principle to their core. Their two imaginative...
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Truth — the Anchor of Luxury
The outrageous nature of the world of luxury brands is no secret. It is a place where people will pay extraordinary prices, and originality is the shared lingua franca. A place to cultivate and...
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Globalizing Brands: A Strategic Roadmap for Branding Agencies
Branding agencies have incredible expertise in supporting clients to develop and grow their brands, even under the testing conditions of a global crisis. They can help companies achieve various...
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Interview: Republica of Great Advertising with Pedro Prado, Leo Burnett...
What is the greatest ad ever made? What about the best agency or creative director? Are we even truly capable of judging such things? Everyone is prone to being subjective, just like with art, so we...
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Leading In a Downturn
Although history teaches us that recessions may be predictable and inevitable, the world has witnessed a velocity of economic destruction in the past weeks, the likes of which we have never seen. The...
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Common Mistakes in Brand Awareness
Over 70% of brand managers consider building an audience more important than converting sales, with more and more CMOs seeing the importance of a solid brand strategy. Increasing brand awareness is...
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Luxury Retailing in Times of Crisis — Regaining the Crown
I read with interest about how Luxury Fashion Boutiques opened in Paris, one of the first capitals to do so. This created much excitement amongst those fashion-starved aficionados and trend-setters....
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Interview: Guiding Creativity with Charlotte Williams & Philip Thomas, Cannes...
Even if the world has been forced to change some of its ways, with events being one of the most affected industries by the pandemic, people managed to adapt. Cannes Lions, the festival all creatives...
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Interview: Luxury Retail in Motion with Robert Lockyer, Delta Global
Some would assume that, with the rise of the younger, more conscious generations and with global financial difficulties caused by the pandemic, the demise of the luxury sector is near. In truth,...
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Is Big Data Putting an End to Creativity in Marketing?
The marketing industry is going through massive changes at the moment; one where creativity is being merged with data in order to produce accurate results. But, to traditional marketers, this...
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