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The Kodak Moment: Why big brands are afraid of innovation (and why they shouldn’t be)

The Kodak Moment: Why big brands are afraid of innovation (and why they shouldn’t be) For international heritage brands, the rules of play have changed. Before the web, an established corporate business could grow slowly and strategically, spreading their global influence one region at a time. Today, best-laid plans and years of hard-fought expansion can be undone in months. Thanks …

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FMCG trends: Where next for healthy eating?

FMCG trends: Where next for healthy eating? What does “healthy eating” actually mean? Ten years ago, “organic” was the buzzword. Today, the focus is very much on “clean” ways of masticating. Now, though, there’s a whole host of healthy food trends making waves – and a generation of savvy, educated consumers who have the ability to make or break these …

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FMCG design cliches: And why they suck

FMCG design cliches: And why they suck Let’s face it – we all know that advertisers make their big bucks by selling a fantasy. The thing is, it always seems to be the same fantasy. No matter what the product, the same clichés get trotted out – tired old tropes that have very little bearing on reality. Consider the holiday …

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Rare Design interview Francesco Tortora, Marketing Director for the Gillette Global Brand Franchise

Rare Design interview Francesco Tortora, Marketing Director for the Gillette Global Brand Franchise “I don’t want to tell people what we’ve done. We’d rather be caught doing it” – Francesco Tortora on the future for Gillette and the grooming sector Marketing director for Gillette’s global brand franchise, Francesco Tortora knows more than most what it takes to build success within …

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Plain packaging in FMCG: How soft and hard power can future-proof brands

Plain packaging in FMCG: How soft and hard power can future-proof brands FMCG merchandising is about visually seducing the consumer at point-of-sale (POS). Products vie for consumer attention with loud, smart or innovative packaging, and the challenge is to build a shelf-defining visual identity. But what if that identity was stolen away? That’s the challenge facing big tobacco. Recent regulations …

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Design-led innovation in the service sector

Design-led innovation in the service sector Be honest: when you see the word ‘design’, what do you think? People often think of design as purely aesthetic; in truth, it’s practical too, a matter of form and function. The phrase “form follows function” is attributed to Victorian polymath William Morris, or modernist architect Louis Sullivan, or sometimes to Braun designer Dieter …

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Love it or hate it? Deconstructing Marmite as a brand

Love it or hate it? Deconstructing Marmite as a brand On October 13th 2016, Marmite-gate came to a head. The much loved (or hated) yeast extract forced a retail giant to accept its post-Brexit price hike following a frosty 24 hour standoff. OK, so it’s hardly a David versus Goliath story when Unilever, one of the world’s largest consumer-goods suppliers, …

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Getting down and dirty: Brand-building in the post-trust era

Getting down and dirty: Brand-building in the post-trust era Last week, we were fortunate enough to lead a panel on brand-building in the post-trust era at the London edition of innovation festival Millennial 20/20. Amidst a plethora of fast-moving international brands including Facebook, Airbnb, Swarovski and Vice Media, Rare Design were on hand to offer our take on brand-building in …