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Entries in brand strategy (2)

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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Tuesday
Aug162016

Solving the Content Conundrum

Cadillac House. Image © Gensler.

As the retail landscape continues to evolve, brick-and-mortar stores seek to provide new experiences that will lure consumers away from their smart phones, and inevitably towards the cashwrap. Our clients are always in search of that “wow” moment and, in turn, so are we. This often results in a heightened sense of retail theater, with technology and digital media taking the front seat.

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