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OTC, POS and on-shelf: The challenges and opportunities for consumer healthcare

OTC, POS and on-shelf: The challenges and opportunities for consumer healthcare Getting a product onto a buyer’s shopping list is easy. Getting them to purchase your brand? That’s the hard part. A beautiful brand story doesn’t always correlate with an over-the-counter, point of sale presence that generates business. Consumers only consider packaging in the last ten seconds before they commit …

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The brand manager’s guide to Millennial 20/20

The brand manager’s guide to Millennial 20/20 ‘Bringing together world-leading consumer brands and retailers to shape and realise the future of commerce.’ From the off, Millennial 20/20 gave itself some very big boots to fill. Having returned from the first of the 2017 summits in New York, we’re happy to report the event delivered on its promises – offering a …

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Food of the future: The next 50 years for FMCG

Food of the future: The next 50 years for FMCG Innovation is about the long view. To develop the stories and values of FMCG brands, we have to think about current trends and where they’ll take us in five, ten, or even fifty years’ time. This long-term trajectory helps a brand establish itself as future-proof and cutting-edge, and provides a …

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Why McDonald’s is taking their brand back to basics

Why McDonald’s is taking their brand back to basics “Werde, der du bist” (Or “Become who you are”) – Friedrich Nietzsche Last week, McDonald’s – a company worth more than $100 billion, with real estate under the Eiffel Tower and at Guantanamo Bay – came to a startling conclusion about its brand identity. According to the Wall Street Journal, after …

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Experiential branding: How do brands communicate in the real world?

Experiential branding: How do brands communicate in the real world? A brand is shorthand for something bigger. Behind the Nike swoosh is a business dedicated to performance, to athleticism, to inspiration – ‘Just Doing It’. Behind the Apple logo is 30 years of confounding expectations, quality, simplicity, and shunning compromise. These things are inherent but intangible. With a design-led approach …

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Is the organic bubble set to burst?

Is the organic bubble set to burst? If we had to pick a single defining food trend of the 21st century so far, organic would be the natural – in more ways than one – choice. From humble roots in health food shops and independent retailers, over the last 20 years, organic has made a seamless transition from a niche …

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5 future FMCG innovation trends from the FDIN

5 future FMCG innovation trends from the FDIN For those unaware, the Food and Drink Innovation Network (FDIN) is a community for successful innovation professionals in FMCG. Once every two months or so, they hold summits, conferences, talks and workshops aimed at sparking debate and networking. On February 8, they hosted their first event of the year: a seminar of …

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Who owns your brand in a personalised world?

Who owns your brand in a personalised world? When Cadbury’s ended their classic Creme Egg adverts with “How do you eat yours?”, they were asking a rhetorical question. To all intents and purposes they’d answered the question before they asked it. Times change. Kellogg’s’ new Corn Flakes ads – their first for five years – are built from user-generated footage, …

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White space: brand problem, or brand opportunity?

White space: brand problem, or brand opportunity? The term “white space” can mean a wealth of different things. For designers, it’s a beautiful thing: white space on a page separates the elements, improves readability and creates balance. For brands, we believe “white space” has different connotations altogether, one of gaps in a brand’s portfolio. That might mean an entirely new …