Brand authenticity: why brands need to get real

When marketing teams meet to discuss strategies to differentiate and give their brands more resonance, increased attention goes to the topic of brand authenticity. More than a simple attribute, brand authenticity has psychological and symbolic dimensions – authentic brands know what they stand for and make it clear across all consumer touch points.

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Brand Extensions: Three Takeaways for Success

There are multiple ways to create competitive advantage. One is through brand extensions, when companies leverage an existing brand’s equity to launch a product in a different category. With additional ad placements, shelf space, and conversations, an extension gives the brand more visibility and more reasons to buy. But before you walk down that road, here are three things you should know.

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Eastern Europe: Brand Opportunities

While many Western European countries and other large world economies are experiencing lower performance in their goods sector due to consumers scaling back on spending, Eastern Europe’s economic growth is relatively strong as they are benefiting from high “real wage” rises. This opens many doors for companies looking to get into this thriving market. Here are a few takeaways:

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Lack of differentiation keeps you out of the spotlight.

Being “better” than the competition is no longer enough to create sustainable advantage in today’s business environment. To rise above the sea of sameness in your product category, your brand must show it’s different. Let’s take a look at 3 ways to get there.

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3 Ways to Make Packaging Design Stand Out

Packaging design builds your brand – at least at the promotion and sales stages. But creating the right design can be a challenge. Not only does it need to stand out in a busy marketplace, it needs to tell your brand story and align with your brand purpose. Let’s look at 3 approaches to create packaging design that will get your audience’s attention and set the stage for increased sales.

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Branding: A Little Logo Goes a Long Way

A logo is not a brand. But that doesn’t mean it doesn’t have one of the most important roles when it comes to expressing the brand’s identity and positioning. Because it goes out with every one of your marketing materials, the logo is the face of your brand. It makes it stand out, builds your reputation, and helps you connect with your audience.

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Christmas Packaging. Getting Into the Spirit.

It is barely November but stores are already slowly trickling in holiday themed products. It seems that each year Christmas comes earlier and earlier in the year. Because consumers are drawn to the unique packaging styles, gift combinations, and interesting color palettes, holiday packaging has enormous benefits for brands and retailers.

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Driving Value With Connectivity

Just a few years ago, connectivity was the future. Today it’s everywhere – and it’s even expected to be everywhere. But how can brands incorporate connectivity into their products?

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