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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 …