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Entries in Brand (34)

Wednesday
Jun212017

The Set List: RePatriotism 

Image: Jerry Kiesewetter

Following the U.S. Election and the U.K.’s vote to withdraw from the EU (aka Brexit), there’s a new era of distrust propelling people together towards ideas of community, activism and being part of a collective—a move toward taking a stand against segregational decisions in the world of politics.

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Monday
Dec192016

The Set List: Brand Nostalgia

Kodak's new logo, designed by Work Order, is a perfect example of how brands are using nostalgia for the recent past to forge powerful connections with consumers. Image © Eastman Kodak Company

Editor’s note: this blog is the fifth in a series discussing trends and insights into the world around us.

Think back to your childhood and to all the things you ate, drank, and played with. Think Action Man, Twister, Cola Bottles, The Chopper, or the Mini—a collection of memories that sits within your emotional psyche. Even at our most tender ages, we are exposed to the power of brands, and we subconsciously form a connection to them without any awareness of what’s taking place. Back in the 70’s and 80’s, brands solely relied on advertising to garner exposure and to instill a desire, on the part of consumers, to be involved with their products or services. So it’s fair to say that brands have always played a key role early in our childhood and helped shape the memories we made of those indelible early years.

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Saturday
Dec032016

What Is Your Brand Saying? 

Jonathan Adler NYC

These days, digital elements and social media touch points in brick & mortar retail environments are as essential as the interior finishes, and should be just as fully integrated. There’s no such thing as offline anymore, and shopping has become a bit of information overload, but it raises another issue for retailers—many seem to be a step behind on the actual digital content and messages they deliver. With digital’s constantly moving imagery providing a platform for multiple messages to be broadcast over a single spot, it becomes a rather tall order to maintain the content and keep it fresh. This is often more than some brands can afford in their operations budgets, especially after they’ve just spent large sums for the hardware and software in the first place.

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Thursday
Aug042016

Who Defines Your Brand, Anyway?

Airbnb headquarters. Image © Gensler.

How do you define a brand’s value? And who, ultimately, defines it? Despite common belief, a brand's value is not determined by how well its assets are engineered in a design studio or marketing department. In fact, overtly contrived marketing or branding strategies are unlikely to survive in any of today's increasingly competitive marketplaces. Instead, they require real world influence and application. The assets must be felt, either physically or emotionally, for its audience to assign the brand value and determine its worth. To quote the legendary Walter Landor, a pioneer in the world of branding: “Products are made in the factory, but brands are created in the mind.” Essentially, consumers define brands, not the other way around.

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Thursday
Jul142016

Stores Must Learn to Think Like Facebook

Cadillac House. Image © Gensler

Constant connectivity means people’s attentions are constantly divided, and the erosion of work-life balance has made free time more valuable than ever. As a result, people have divided their shopping habits into the “needs” and the “wants.” We source our needs online, saving our valuable free time for the wants. More often than not, the wants are experiences and not things.

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