Brand Guidelines vs Creativity

Some are very comprehensive and cover everything from logo usage to type style, website layout, and editorial tone. Brand guidelines – also known as brand standards, style guides, brand books, even brand bibles – are an essential tool to help design a successful brand. They specify how the different elements of a brand work together to form a brand identity. They help make sure everyone involved in the making of a brand is looking in the same direction.

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Emojis in Brand Messaging ;-)

They started out as keyboard character combinations to help bring meaning and emotion to the online chat rooms of the late nineties. They’ve now evolved into a full crowd of pictograms able to convey specific non-verbal meanings and some of the most complex human emotions. Like it or not, emojis are taking over text-based communication. And the Oxford Dictionary’s selection of “Face with Tears of Joy” as Word of the Year 2015 is the ultimate confirmation these small-scale images are here to stay.

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When Nostalgia Sells

Using past memories is a powerful marketing strategy. It brings us back to an idealized past where life was easier and simpler. On packaging, retro artwork not only serves to express the brand’s heritage, it also helps kick up its perception of authenticity and quality.

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Brand Naming: When Bad Names Make Good Brands

Creating new brand names is no easy task. Names have to be short to be remembered and distinctive enough to break through the clutter. Looking for potential negative connotations is best-practice as no global brand manager wants a name that means poop in a relevant language. But are all bad names, or names with some negative association, an automatic no-go?

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CONNECTED PACKAGING: PACKAGING THAT “DOES”

Wouldn’t it be nice to get a text from your fridge reminding you to get milk on the way home? Or an app that turns the light on and controls the temperature of your living room remotely? What about a toothbrush that tells you when you’ve brushed long enough? Thanks to the Internet of Things (IoT) – that ecosystem of internet-connected objects that interact with one another –, this is now a reality. Not only in home appliances but also in healthcare, public safety, transportation, or retail. And because of the increased availability of printed electronics combined with real-time cloud software, IoT is quickly giving packaging a chance to be interactive, too.

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The Unboxing Experience

Tiffany & Co. for some, is one of the most desired name to wear around the finger. For marketers, it’s also one of the most recognizable retail boxes of all time. Here’s a company that understood early on that the way a product is packed contributes to brand distinctiveness, and the way that product is unpacked helps forge a unique brand experience. That sense of excitement and anticipation many brides-to-be feel when presented a Tiffany’s would not be quite the same would they not go through the process – ritual even – of lifting the lid of that pretty robin’s egg blue box after having carefully untied the white satin ribbon laced around it.

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Country of Origin and How It Affects Purchasing Behavior

In brand development, country of origin has been shown to have a significant influence on the attitudes and perceptions consumers hold toward a brand. It clues them in on that brand’s quality, performance, or suitability based on the country’s image and stereotypes. And in a world offering increasingly internationalized product selection, country of origin has never been more relevant – so much that some companies even consider it a brand in itself.

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Three Takeaways to Drug Branding

Imagine that your job is to maximize value and revenue for a brand whose name can’t be pronounced on the first try, whose packaging can’t reference a single product feature or benefits, and - above all -, a brand that can’t be promoted to its end users directly.

 

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