Blind loyalty to a brand can come back to bite you. I’ve known I’ve been getting ripped off for a while. But I just never did anything about it. Now I feel violated.
In business and design we often develop a products by thinking about our customer target and then creating something we think they will want. But often we land far off the mark and wonder what went wrong.
In a world of failing small town main street businesses, this little soft-serve stand is rock solid. Why?
Companies trying to create brand strategies internally are hampered by the same thing: a lack of perspective. They’re just too close. Strategic accuracy requires an aerial view
He sent me a detailed project brief. I sent him a proposal. He accepted it no questions asked. I thought this was a little odd, but I told myself everyone deserves an easy client once in a while. Don’t they?
Branding 101: When you speak to someone’s emotional center rather than their logical mind you solicit a response that is stronger, deeper, longer-lasting and primal.
It's estimated that 80% of all content consumed on the web will be video by 2020. To the entrepreneur, brand owner or creative professional, “video is the new black”. The once nice-to-have is now a requirement to remain competitive.
If you take a proven concept and place it in a new context, you may find out things about your audience that you didn’t know. What actually motivates them. What they are really thinking. Why they are responding the way they do.
The athletic marketplace is looking a lot like a reef these days. With the imminent demise of traditional sporting goods retailer Sports Authority, there is blood in the water.
Branding is a lot like tattooing. It’s far better to think it through and make the investment than to cobble it together bit by bit.
Peanut butter is the ticket with mice. The trick is to put the trap out without setting it and let them get used to eating from it. Then one day you set it. Brands do the same thing with us.
Brands have always capitalized on societal trends. But many covet the prospect of having a deeper relevance, so they weave cultural trigger points into their messages.
The cost and risk of opening a retail presence has always been a significant barrier for brands just getting started. You used to have to go it alone. But now you don’t have to.
“Surprise and delight” is a phrase you hear in branding an awful lot. For good reason. Turns out, if a brand can make you feel surprise and delight, chances are you’ll part with some cash.
The more distant our daily business transactions become, the more we need to reach out and touch people on a personal level.
Brands that are built on celebrity rise and fall on the actions of the ambassador’s associations. When that persons name becomes synonymous with a chaotic and negative narrative, is it any wonder the brand is damaged?
A powerful new touchpoint for reflecting brand personality is appearing. Not only does talking to a ‘bot need to feel “normal” but ideally you want to design a conversational brand voice that aligns with your brand’s positioning.
Rob Wallace's guest-post article on "Design ROI" represents the culmination of five years of independent research on empirically calculating design’s value and provides ground-breaking thought leadership on quantifying design’s return on investment.
In branding and design you have to understand what people do in order to fulfill their desires. The challenge is getting the truth.
What are these, “Mom jeans” for men? How could it be that a giant in denim, one with 50 years of experience in making jeans be so off the mark?