2021 has become a breakthrough year for the beauty industry. Major cosmetics companies and startups had to adapt […]
The article is written by Sherwood MacVeigh, Director, Senior Brand Strategist Hyperquake
My relationship with my eye cream is over.
I loved my eye cream; I used it faithfully for years, every morning and night. But those days are history; I am breaking up with my brand. To paraphrase a country superstar’s current hit song, my brand and I “are never, ever getting back together.” Why? This brand just isn’t working for me anymore. I’ve changed; it hasn’t.
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.
Twice a year Pearlfisher, leading international brand and design consultancy, unveils new reports within their Insights program, an initiative that the company has developed to understand the creative and strategic opportunities for brands in the areas of food and drink, the body, luxury and connection.