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Cross border branding: How we speak to European audiences through design led innovation

Cross border branding: How we speak to European audiences through design led innovation When your business operates across national boundaries, some ideas…don’t translate well. Whether it’s the Vauxhall Nova – the name means “won’t go” in Spanish – or the Pepsi slogan that translates as “will bring your ancestors back from the dead” in Chinese, it’s all too easy for …

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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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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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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 …