Continuing its “Futures” series of thought-provoking trend forecasts, the branding agency Dragon Rouge has conducted a study on urban space and the future of build environments in the UK. Together with Travis Perkins, a British builders’ merchant and home improvement retailer, they have identified six continuous forces that will shape digital and physical environment by 2030.
Delivering a great product or service multiplied by irresistible visual identity and creative brand messaging is no longer enough to be a stable leader on the market. Long-term commercial success of any brand lies in a sustainable way of thinking with a positive impact on society and the environment.
The article is written by Barbra Wright, Director of Consumer Brand Identity and Packaging at Dragon Rouge, London
For decades marketers have been using Archetype theory to better understand their brand personality and character and thus to shape their communications by pinning the characteristics of the brand around one, well-understood, character archetype.