Category Archives: branding
American retailers with their own private label products face a unique challenge: how to compete with the other big-brand players already on their shelves. It used to be that house brands were often generic in appearance, creating a low quality impression among consumers. Not so anymore.
Interacting with your favorite brand has never been a more personal experience. With today’s mobile technology, consumers and brands walk together—literally.
Some New Yorkers are in an uproar—at least, more so than usual. The issue? City street signs are changing fonts. Reasonably, some are angry about the unnecessary expense—at $110 per sign, the total cost for the state will be $27.6 million over the next five years.
Over the years many companies have come to us looking to unify their brand. Whether a company is planning to refresh its packaging, develop a website, or create new marketing pieces, we know how important it is to develop a cohesive system that will capture the essence of the brand across all touchpoints. When a brand has several distinct products or sub-brands, it becomes even more of a challenge to establish this unified system.
Think of a truly global brand: which companies immediately jump to mind? How long did it take for a logo or product to pop into your brain?
Club stores have become an everyday destination for the average retail shopper. Gone are the days where the idea of belonging to a club store was to obtain oversized jars of mayo and a year’s supply of paper goods for your small business. Now consumers are walking the aisles to find the latest in home décor or that must have to fulfill a weekend hobby.
You may have experienced this first-hand: the value of your brand lies in consumers’ perception of it.
As a marketer, I am in complete awe as to how our world of commerce has been transformed in recent years by the smartphone and other digital mobile devices. Accessing product information has never been so easy. With the quick scroll of a finger, voila—everything you’d want to know about products, prices, locations, and how to buy instantaneously appears on your screen. It’s a smorgasbord for the research-craving consumer!
Starting a business is one thing. Determine a need, find some funds, create a solution you can sell, and sell it. Then, somewhere along the way, find a logo and some stationery and start promoting your business. And now, with places like Vistaprint and Tiny Prints, you don’t even need a logo—you can start from a template and have a legitimate company in 1-2 business days. But starting a brand? Well, that’s a little bit harder.