Rebranding: Crisis Recovery and Brand Rebuild
In the first quarter of 2015, SDL conducted a survey of almost 3,000 customers and found four out of five would walk away from a brand and never give it another chance after experiencing a major issue. That statistic explains why some brands have no choice but to rebrand in an attempt to resolve […]
Brand Profiling: How Brand Performance and Purpose Are Inextricably Linked
Ask the people in any room for a show of hands for who leaves the house to go shopping for unheard of brands in nondescript shops. No hands will go up. Wishy washy products and unremarkable, generic services certainly don’t motivate anyone. However, instantly recognizable market leaders, famous brands, cults and classics pack in plenty […]
Brand CSR: The Business Case for Successful Branding and Social Good
According to a Nielsen poll of consumers in 60 countries, 55 percent of purchasers are willing to pay more for products and services from companies that do their part to encourage positive social and environmental impacts.[1] Clearly, corporate social responsibility influences buying preferences, but how else is it important? We’ll examine the answer to […]
What’s a Cult Lifestyle Brand, and How do You Create One?
When the Apple Corporation gave its annual report in 2015, it had a whopping $178 billion in cash, or enough to buy the Ford, Tesla, and General Motors car companies and have more than $41 billion left over. [1] Such is the power and worth of a so-called cult lifestyle brand. Here, we’ll look at […]
Top 10 Packaging Trends for 2016
According to a 2013 publication by EY, the global consumer packaging market is valued at approximately $400 billion. That figure balloons to $500 billion when industrial end markets are included. [1] Packaging is clearly a big business, but it’s not just about the materials that cover a product or protect it prior to purchase. […]
Brand Audits: Why You Need Them and How to Perform One
From public transit advertising to shop displays, analysts believe we are exposed to up to 5,000 instances of branding exposure messages per day.[1] That extreme saturation of the market place is why it’s so crucial to be aware of the health of your brand, and make changes if necessary. The first step in achieving […]
Rebranding Strategy: Gems of Wisdom from 5 Successful Brand Revitalizations
Rebranding is a relatively broad term, as it encompasses both large and small-scale changes to an existing brand, which aim to resurrect a failing brand, reposition the brand and allow the company to reach out to a new target market, or simply help the brand keep up with the times. While some brands adopt […]
Lorraine Carter Speaking at The Future Business Forum, Bucharest
Would you like some critical insights into the future trends of branding and business today? Join me at The Future Business Forum 2016, Romania, where I’ll be addressing the key trends in branding and how they’re impacting business so you’re empowered to make the right decisions for your future brand success. […]
Top 10 Branding Articles in 2015
Are you curious which Persona Branding and Design articles have been the most popular over the past year? We’re always interested to see which of our posts resonate most with you, our reader. Even though we do lots of research and planning, there are no guarantees which topics will trigger the most interest. […]
What Customers Want: Top 16 Branding Trends in 2016
More than a half century ago, the customer-centric branding pioneer Walter Landor said, “Products are made in the factory, but brands are created in the mind.” [1] In 2016, the path to that consumer experience is a two-way street, and guess who’s in the driver’s seat? Brands with strong personality are the winners, because customers […]
