Archive for the ‘Branding’ Category
Is a sale too complex to measure ROI on design, accurately?
If most prospect design clients share the same sentiment, with Tom De Marco, that “you can’t control what you can’t measure,” then it’s inevitable that most will believe that investing in professional design is not that much of a necessity. One of the hardest (and in most cases, impossible) thing to measure, accurately, is the...
How Avis made the best of — not being the best
We all want to be known as the first, best, or biggest — don’t we? If someone has already been labeled that before us, what do we do? We work hard, in trying to overtake them. Well not Avis. Instead, Avis searched for a silver lining in the cloud they found themselves in. Avis admitted that Hertz was...
Is humour the new sex in advertising?
I’m not sure if I am alone on this one, but whenever I watch TV most of the ads I see tend to aim at leaving the viewers laughing more than anything else. Sex has been employed in advertising since the beginning of advertising. It has been predominantly used to draw attention to a product,...
Can a brand really ‘own’ a certain colour?
Colour plays a big role in visual communications (signs, typography, drawing, graphic design, illustration), there are emotional connections that are personal to each colour we see. For almost all brands colour application only initiates during the development of their logo design, and then the colour/s used will be applied consistently to their marketing collaterals. In logo design, colour also plays a huge role in...
Packaging protects your product; Great packaging protects your brand
Packaging is an important component on the marketing of a brand. Certainly, it provides important functional benefits to the product. It keeps the product safe, protects it, provides a means for displaying it and is a communication vehicle. But, stop there, and packaging is not providing its potential value. Great packaging contributes to the success of the...
Is your brand different? If not, why will someone buy it?
A brand has a special meaning when it is unique. By being unique, a brand is differentiated from others and is, therefore, more memorable. Consumers use the brand to assist them in distinguishing products and services. As such, if your brand does not communicate the difference you provide, the consumer will see little reason other...