The article is written by Simon Wright, Managing Director of Greenwich Design, London
Design in the B2B sector is greatly overshadowed by the high-impact, big budget campaigns of its B2C counterpart, and over the years has gained a reputation for lacking the creativity and quality that the consumer marketing world has in spades. But is this really the case?
The article is written by Ted Mininni, President of Design Force, Inc., USA
Packaging has to deliver the brand and deliver positive consumer experiences. It can’t do that or sell the product unless it tells the brand story. Brands, licensed or not, have equitable assets that must be leveraged. It’s important to delve deeply into these properties to uncover both overt and hidden values to deliver the essence of the property.
The article is written by Greg Taylor, Director of Brand Provocation at Elmwood, London
You can sense the financial strain from Berlin to Athens, London to Paris, New York to Tokyo. These magnificent cities and their people with a world that’s been turned upside down. With this new world view comes the need for a new methodology.
Article by Sylvie Saunders, Head of Words Pearlfisher
From energy brands to home furnishings, the pros and cons of renaming is something of a hot topic in the brand industry. With a recent influx of self-explanatory, simple naming, we could start seeing a backlash if brand stretch isn’t considered and built into the name from the start. A great name needs to have the courage of its convictions and if brands aren’t buying into their own monikers, what hope for consumer buy in?
The article is written by Cheryl Swanson, Principal at Toniq, USA
Here at Toniq, we are heavily rooted in the ongoing study of semiotics. Semiotics is a study of the elements of communication in our culture that we create, evolve and interact with on a daily basis. This includes symbols and signs, linguistics and semantics, and the effects of how these codes come to define trends and shape cultures. With methodologies stemming from anthropology and social sciences, we are able to uncover the semiotics that defines current generational trends. Here are a few examples.
We are in the grip of a making movement. A new generation of makers fuelled by digital know-how and technological advances have given a boost to manufacturing and business with online start-ups launching hourly. The opportunities for co-creation and interaction between the branding community and its consumers has also changed forever due to the advent of shared social media devices. The BBC is forecasting that our next revolution will be ‘home-made’ and whilst hi-tech has undoubtedly been the facilitator of this creativity, many of the ideas and innovations themselves are low-tech. And as the growing momentum of a new-low tech movement will testify, truly creative and low-tech ideas and innovations can showcase a very different—but just as radical—form of progress.