Own label baby care has grown up David Rogers, founder and creative partner of brand & packaging agency Pure says that baby care is one of the sectors where own label has caught up requiring designers to think like marketers. Continue reading →
Brave new (client) world The big, successful brands of the future will be the preserve of the brave client. Continue reading →
Embracing the dark side in product placement You can always count on blockbuster films to be home to a veritable smorgasbord of branded tie-ins. Yet from the Audi advert that is Iron Man 3 to The Man of Steel keeping his chiselled jaw smooth with Gillette, it seems that brands always overlook the bad guys. Continue reading →
Generation Youth: the Baby Boomers and everyone else In 1963, Pepsi-Cola kicked off a TV, radio, print and billboard campaign that made advertising history. Pepsi showed young people motorcycling, skiing, surfboarding, flirting. The product itself was barely described except as the choice of “livelier, active people,” with “the young view of things.” The campaign’s tagline: “Come alive! You’re in the Pepsi generation!” Continue reading →
Why swing? How contrarian human nature drives design innovations Last week I was having coffee with Adam Morgan from Eat Big Fish, and conversation turned to the contrasting architecture of the Shard versus the Tower of London. What seemed to us to be a delicious juxtaposition of the past and the future is a blot on the landscape to UNESCO. Continue reading →
How quiet brands can speak volumes There’s a curious movement happening in brand design at the moment. When it comes to logos, the traditional logic has always been ‘bigger is better’; bigger is louder, more branded, better advertising. Continue reading →
Personalisation—it’s got your name on it Fans of Coca-Cola’s personalised bottles can now order their chosen name from Ocado.com—hurrah says I who (admittedly) have been really hoping that the list of names on Coca-Cola’s ‘personalised’ bottles will eventually include mine. Continue reading →
Changing the landscape of the beer aisle These days, a trip down the beer aisle can be a bit overwhelming—with mainstream and craft brewers vying […]
Brand and business. Do brands know the difference? Historically brands were created to act as business tools with a view to developing sustainable competitive advantage and future profitability. The financial and accounting communities acknowledge the value of brand as expressed as intangibles, rather good will, on corporate financials. Continue reading →
What shape is branding in? As consumer perceptions of shape change, so must brands’ perspectives on form and aesthetics. New ideals, new concepts of structure and new innovations in materials are shifting consumer perceptions of the physical form; steering new directions for brands and culture as a whole. Continue reading →