I often find myself having to persuade people, especially in B2B, of the value that great design can add to a brand. It is a personal goal of mine to demonstrate to those that see design as a commodity that we do have a serious role to play.
Generation X, Y, and now Z? Why Z, because it’s the next logical letter in the alphabet? It’s about time this generation gets properly “named”.
As people’s needs, values and desires change, so too, must brands change. What changes should/can a brand make to reignite consumers’ passions?
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.
On November 2, 2011, Pearlfisher holds an event on the future of Taste in New York, where Sophie Maxwell, Head of Insight, will be unveiling the transatlantic insight study into the future world of food and drink.
We will always want our pleasures but, yes, health is an increasingly key driver and motivator and brands have a hard job to do to balance our needs and desires. The food and drinks market in particular has taken up this challenge in the past 5 years with the phenomenal launch and growth of, for example, vitamin waters, smoothies, raw food pots and superfruits.