The retail market today is a highly competitive and fast moving, online shopping has changed consumer culture and is a significant threat to traditional bricks and mortar-shops. Customers are enjoying the convenience of sitting at home and having access to fashion and goods from all over the world at discounted prices. This space is becoming highly competitive and online retail brands require focusing on building a strong and unique brand presence, to differentiate themselves from competitors and encourage long-term customer loyalty. We have the obvious big success stories of online business and brands such as Amazon and Net – A –Porter.
Brand Extensions: Is it for you?
Chanel, one of fashion’s most iconic houses that once only specialized in fine apparel and accessories, today specializes in cosmetics & fragrances alike. Similarly, Ralph Lauren that once only specialized in apparel now also offers linens, beddings and home accessories. In other words, extending from their “core” product offering, these brands ventured into new product categories under the same brand name. Seeming like quite the simple approach, other brands too, such as Ferrari with its caps and perfumes or Mont Blanc with its wallets and belts, adopted this technique, but with little success – why so?
Sonic Branding: Does Sound = Sales?
According to Wikipedia, “sound branding (also known as audio branding, music branding, sonic branding, acoustic branding or sonic mnemonics) is the use of sound to reinforce brand identity. Sound branding is increasingly becoming a vehicle for conveying a memorable message to targeted consumers, taking advantage of the powerful memory sense of sound“.
Where are they now? A review of the biggest corporate rebrands in 2014
In a day and age where people are always competing to look newer, younger, fresher, brands are no exception. 2014 was a year of big facelifts, and not just on our favourite celebrities—some of these makeovers were on our favourite brands!
Memorable Brand Experiences through Beautiful Retail Spaces
In today’s saturated markets, the process and methodology through which we communicate brands requires constant innovation and evolvement, methods of reaching out to consumers are required to make the brands stand out and communicate effectively. Retail brands have taken efforts and investments in building environments and spaces that inspire and encourage pleasant customer experiences.
A look into Real Time Marketing
Last week wasn’t the first time Uruguay’s Suarez made headlines for biting an opponent team player. Last week, however, was most definitely when Suarez’s infamous bite gave the FIFA world cup its major social media moment. Jumping on to the ‘real-time marketing’ (RTM) bandwagon, several brands capitalized on the ‘bite’ to market their products.
BRANDING FOR KIDS: Why Companies Are Now Tapping into the Youth Market
Oscar Wilde famously said “Youth is wasted on the young.” Today’s market research, however, suggests otherwise…and companies are sitting up and taking notice.
Kids are an incredibly influential consumer group having both a direct and an indirect impact on a wide range of product categories. Over the past few decades this power has been extended by the principle of “family democracy”, where parents now actively encourage the involvement of kids in brand decision making, whether it be for lunchbox snacks, technology or the family holiday.
“Internal” Branding
Amazon CEO, Jeff Bezos once famously said, “Your brand is what they say about you when you’ve left the room”; ‘they’ in which case can be your customers, your competitors, your stakeholders, and – an important but easily forgotten category – your employees.
If It Ain’t Broke, Don’t Fix It: A Look At Global Rebranding Fails
Branding any company is a huge challenge, but rebranding one of the world’s biggest companies is a project that many a design agency would love to take on. However, with massive projects comes massive risk, and at times, even the best of brand strategists get it wrong.
