How Online Retailers Can Recreate The High Street Experience
Nowadays more and more people are opting to stay in and do their shopping online, with customer convenience being a key motivator for this. Innovations such as one-click ordering and next day delivery have made online shopping the preferred method for consumers who wish to avoid the hassle of shopping on the high street with …
What Would You Do If No One Would Ever Know? Disaster Relief & Brand Relations
Texas rivers had barely begun to rise when almost 800 WalMart trucks loaded with emergency supplies hit the highway. Brewing giants Anheuser-Busch and Miller-Coors suspended regular operations in key facilities to begin canning fresh water instead. Home Depot mobilized its standing army of Team Depot volunteers to deliver materials and manpower for recovery efforts. These …
The Importance Of A Brand’s Voice: Metaphorically And Physically
Every business needs to have a strong brand voice from the outset. It helps to form a concrete vision moving forwards, and keeps all marketing communications – both internally and externally – as consistent as possible. But when we think about the concept of a brand voice, it is typically in a metaphorical, content marketing …
Why Context Matters: The Power Of Ethnography In Design
, something that could have saved myself and others a great deal of time earlier in our careers. Which, as we’ll see, is ironic because many businesses regard ethnography itself as time-consuming and costly. The Wrong Research Methodology To appreciate the role of ethnography in creating brand experience, it’s important to first consider how research …
What Brands Need To Understand About Consumer Perception
Consumer perception of brands has evolved greatly since we have entered into the digital age. Traditionally, there was a simple formula for how brands could project an image through the combination of three basic things: have a great product, toss in some good values, and present it all through a compelling advertising campaign. Fast forward …
The Rise Of The Consultative Brand
Marketing modernization is allowing brands to connect with customers with more agility and scale than ever before. But to what end? With all this power and capability – from machine learning and data-driven decision-making, to personalized content experiences – marketers have had to rethink their engagement approach. They can no longer blast message after message into the …
Empathy, Distillation, Clarity: The Principles Of Brand Simplicity
Research shows that consumers are willing to pay a ‘simplicity premium’ for products and services, like cars, cell phones, and travel and fitness offerings that make life easier while delivering premium performance. Yet, the majority of products, services, and messages consumers get from business, health and financial services, and the government tend to have the opposite effect – …
Branding For Scale: Future-Proofing Your Brand Growth
Launching a new brand; rebranding to turn around a failing one; consolidating for a concerted market push; merging multiple entities together. What do these all have in common? Their end goals are all about success and growth. With this in mind, it should be obvious you need to focus on more than just building (or …
How To Develop A Consistent Brand Voice
Consistency is key to every successful marketing strategy. Branding is based on developing a specific voice for a company’s external communications, and that voice needs to be consistent across all the marketing channels. Before buying your product, customers will want to understand your company and see what kind of value you provide. If you keep …
How To Reclaim Brand Authenticity Via Brand Archeology
Is the foundation of your brand strong enough to support a lasting success? Are you authentically delivering on your brand promise? Or are you suffering from what research calls the current “crisis of trust” in business? If you answered “yes” to that last question, it’s time to do some digging down to your brand’s base …