Establishing a credo can be one of the most powerful things a brand can create. It guides every brand decision and action. It keeps you and your employees grounded in the brand values. Sometimes those values are tested.
When I talk about branding, I often talk about the 3 R’s: recognized, remembered and revered. The success of any brand can be measured by how well it has achieved those three simple words. But how do you get there?
Marketing folks know that any time you create a line extension, one consideration is whether or not it will cannibalize your mainline product. However, the greatest worry is always: “Will it degrade the brand?”.
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.
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?
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.
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.
There is a trend happening in the branding and design world. Large client companies are divesting themselves of their big agency relationships and hiring much smaller agencies. And the big agencies are freaking out.
Your brand narrative needs to capture your passions, but what's key is how you will fulfill your customers desires. Great brands weave the two seamlessly together in a motivating and emotionally evocative way.