How much we spend on life’s little luxuries has defined brand extensions in recent years, and nowhere is this more true than occasion or treat products, including Easter eggs.
Yes, the Apple Watch is inevitably challenging the way we use technology, but I just can’t swallow that as challenger behavior at a brand level.
What can the famous ‘Reassuringly Expensive’ Stella Artois advertising campaign teach us about the way branding has changed and have we seen the end of the third person pronoun?’
The task for Getbrand was to develop a brand for dairy products made of natural traditional ingredients. The client company already had a name for the brand—cheerful and emotional—Don Bidon.
Millennials, Gen Y, or whatever you want to call them, are not the beer-drinking, cigarette-smoking partygoers of yesteryear.
This proposition is now subject to a greater clarity of messaging as it is not spread thinly across a disparate portfolio of products. Instead, the “One brand” approach hinges everything that makes Coca-Cola famous on the core product benefits of each drink.
Linking brands that work well together can be a challenge. If you have one brand that is instantly recognisable to the public, combining with an unknown, or perhaps only locally known brand, it is easy for all the attention, good and bad to be focused on the known brand.
Getting products to stand out is definitely harder than ever. It’s not just about great looking packs, but about ensuring that brands express their values more via packaging than ever before.