Posts Tagged: Branding


4
Nov 13

Absolut’s New Look

Absolut

I found this excellent post at Brand New. It is very thorough and if you want even more in depth the article contains a link to Absolut.

Just have a go at it and get inspired.

This is what Absolut’s saying in their press release:

“This is one of the most dramatic changes we’ve ever made, and our biggest and most transformative design project ever. Our goal was to give our customers distinctive designs that are unlike anything one has ever seen. Vibrant, captivating bottles that bring energy to any occasion and celebrate the fact that every flavour in the Absolut Vodka range is something extraordinary,” says Anna Kamjou, Global Design Director at Absolut. “The standard thinking says a fruit-flavoured vodka requires a picture of the fruit on the bottle. We wanted to break that convention. We asked our design team to reach into the symbolism and myths tied to the ingredients to find each flavour’s core essence — and then amplify that essence through art.”


26
Mar 13

B2B/B2C Branding & Simplicity. Meaty Stuff.

Read this really meaty article on branding and simplicity when it comes to B2B and B2C. It’s written by Valerie Tan, Head of Digital Marketing (Global) at Dropmyemail.

One example is purchase motivation. In B2C businesses, the buyer is typically the end user in B2C, but that is not the case in B2B setups. This leads to vastly different sales cycles and marketing messaging.

B2C requires the traditional approach of convincing the user on the benefits of owning the product. It usually involves mass messaging and a single step to minimize e-commerce drop-off.

Meanwhile, the purchasing process in B2B is much longer, requiring several consultative discussions and sometimes bespoke work that lasts many months. The B2B approach is also more complex due to having multiple consideration parties (end users, influencers, and decision makers).

But while B2C and B2C marketing may look vastly different, both involve the same basic concepts: Customer Satisfaction and Cognitive Fluency.

Read full article

 


29
Jan 13

Excellent Facelift Made by BVD

This is an excellent example of a well made face lift. It still feels very much like the old 7-Eleven but at the same time completely new. And that is not an easy task to accomplish. See more at BVD’s site.


16
Aug 12

Living the Brand

If you do a google search on ‘brand’ what you get is mostly logotypes. If you widen the search to ‘design as brand’ you get more logotypes, some consultancies and tips on ‘designing a brand’.

If you do a search on ‘living the brand’ you get books and scientific research material. Highly interesting stuff but I am amazed that the gap between design and brand is so wide.

In my opinion brand and design is interlaced. And living the brand is not really complicated.

To live the brand you need dedication. -Dedication to the company idea and vision. Having the strenght to do whatever you do thoroughly: the design work, recruitment, training, communication, leadership. If all parts move in the same direction you will have a strong living brand. It’s as easy as that but you have to work with it everyday.


13
Jun 12

What is Good Branding?

Branding is not just exposure. –Being seen or heard of. Branding goes further than that.

Brand strength is three dimensional. The dimensions are:

DIFFERENTIATION: What we stand for is different from others

RELEVANCE: What we stand for is important to people

REACH: A lot of (for us relevant) people know about us

When one sees it like this, it’s quite self explanatory. If you take away one or two of the dimensions the brand will fail. And not only the brand but also the sales.


22
Mar 12

A thought…

Branding is reputation. It’s not a logo or corporate colours. A brand is actually determined by everthing it does and says. It’s as simple as that… And that’s the hard part. It’s so easy to say and do the wrong things.

GAP rebranding is an excellent example of doing the wrong thing. With a huge effort they managed to rectify their mistake though. (see earlier posts on GAP) What it cost them we can only imagine…

 


25
Nov 11

Goodie 3 from WOW Branding, Naming Evaluation

This is a good way to evaluate your names in a more objective way. What will they actually do or say about your company or product?

 

Free Download

Just try those names...