Experience is the new… Wait… that’s not right… Experience isn’t new. Let’s face it; people have always experienced brands, products, services, and organisations. What has changed is that marketers and business people have now become aware of – and more importantly, concerned with – those experiences. The focus has shifted from positioning ourselves in people’s …

What do you think when you hear “B2B”? There’s a constant flow of articles, reports and research that tells us that B2B is different. It’s hard. It’s not social or digital. That it’s not fun. “Business to business” is both very easy to define and entirely unhelpful to the brands who are working within it. …

What makes a brand iconic? For me, it is the story behind the brand that draws me toward it. And it isn’t just about the story of the brand’s formation that intrigues me, but more about how the founders of the company believed so much in their brand that they left no stone unturned to …

Every day, artificial intelligence is becoming more empathy than pure logic, more face than interface. Soon, AI will be able to listen to the tenor of a customer’s voice, analyze their emotional state, and use this information to deliver appropriate responses – and become more finely tuned through each of those interactions. For brand marketers, …

The regulatory environment is changing based on a society that is more health conscious, advocating for the preservation of life. Increasing of taxes on products such as tobacco, alcohol and now sugar-sweetened beverages are a result of increased lobbying from non-profit organisations who are pushing governments to penalise consumers, in order to protect themselves from themselves, by making it relatively unaffordable to purchase these products. …

As Managing Director of a design agency, much of my time is spent convincing clients that we can offer so much more than creating pretty pictures. It goes without saying that clients expect good design teams to be capable of interpreting strategy, but they don’t necessarily believe they are capable of creating it. While all …

Many people have heard the warnings about not falling in love at first sight. While those warnings are certainly applicable in matters of affection, they are just as, if not more, relevant when assisting a client with the selection of a trademark. The trademark a client chooses will serve as its brand identifier; the symbol, …

As consumers, we tend to be blissfully unaware of how much colour impacts our decision-making and thought process because it plays to our sub-conscious. When looking down the confectionary aisle of the supermarket, you’re likely to see swathes of purple, but do any of us consciously take that in and analyse why that is? Probably …

In this modern socially connected world, brands are more transparent than ever before, whether your company likes it or not. Without doubt, brand identity has been the single most important factor for increasing sales and ensuring growth since the dawn of capitalism. But, a brand is not simply a name, symbol, logo, tagline, audio jingle, …

The fashion industry has always relied heavily on marketing, advertising, and public relations to sell their brands, with tactics ranging from extravagant photo shoots, bold concepts in attention-getting advertisements, and participation in high-profile runway events and launch parties. Brands without big ad budgets never got off the ground, and brands without the chops to make …