607564955_4776591306_o

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 …

McDonald's sunset

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 …

Empty_bread_shelf_at_supermarket (1)

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 …