Types.
Strategy
How to Create A “Unique” Brand Voice That Stands Out.
Your brand constantly battles to win over customers, build equity, and encourage brand recall. So, ideally, you want to communicate in a way your customers find immediately appealing. But while many brands only focus on design systems, fonts, and colors to showcase their differentiation, they often overlook the central, critical glue of it all: the…
Design
Consumer Demand for Sustainable Packaging Is On The Rise.
If you could point out the “boogeyman” of the modern era, what would it be? Aside from COVID-19-which might take the title-it would probably be waste from plastics. With visions of sea turtles trapped by plastic rings and straws filling whales’ stomachs, consumers are turning their backs on the evils of plastic. Their attention has…
Strategy
The Basics of Brand Positioning.
How do brands become household names? For example, when some people sneeze, they don’t ask for a tissue; they ask for a Kleenex. There’s no such thing as “a Kleenex.” Kleenex is a brand name. But the company has positioned itself so well that its brand has become synonymous with the product. Brand positioning is…
Strategy, Testing
Consumer Testing, Brand Strategy, and Messaging.
Launching a new brand or rebranding can be risky. How can you be sure that consumers will like the “new you” or whether it’ll end up driving people away? Some businesses have lost hundreds of millions of dollars on ill-advised rebranding decisions. Consumer testing is an important part of any brand strategy. You need to…
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