As the old adage goes, better to light a candle than curse the darkness. With so much sadness, fear and devastation, we must keep a strong head and recognise silver linings. One such lining is the high probability that this crises will pass. Just as other major historical, health, political, social and economic…
With the constant change of new marketing methods, digital systems and social platforms, it is challenging for organisations to know what brand efforts will yield the best return for their business. While there is no one size fits all approach to developing an effective brand strategy, there certainly are popular trends to be…
Is Your Brand Authentic? For a long time, branding and marketing professionals were grossly seen as architects of beautiful lies. Eventually, consumers smartened-up and lawmakers held brands liable for misleading, empty promises that failed to deliver. And with the rapid rise of social media, brands were exposed. So was their bad behaviour. Consumers…
The Real Cost of a Logo Symbols are as ancient as we are. In fact, they are older than the written word. Used as markers, to aid us in perceiving and navigating the world, symbols are a communication shorthand. Over that last 150 years, businesses have understood the importance of…
So how do we tap into the sub conscious mind? No, it’s not about planting subliminal messages and ‘brain washing’ our audience. Which by the way is often misunderstood. For example, playing French music in a bottle shop may influence the shopper to select the French champagne, however, as the music is clearly…
“A brand is a set of expectations, memories, stories and relationships that, taken together, account for a customer’s decision to buy one product or service over another.” Seth Godin. Contrary to popular belief, ‘branding’ is more than just the development of distinguishable colours and memorable logos. Those are branding devices that help with recognition.…