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Brand Naming and Sound Symbolism
Brand Naming and Sound Symbolism

Posted on 08/03/2022 by

Developing a brand name is a mix of creative and analytical efforts: the brand name needs to deliver on three critical components (i.e., promise, personality, and performance).  The three most common archetypes on which creative agencies develop brand names are semantics, phonetics, and sound symbolism.  However, all influential brand names combine all three, with sound symbolism the most […]

What is a Brand Pyramid?
What is a Brand Pyramid?

Posted on 08/03/2022 by

Brand Pyramid: where does it fit? The branding domain has, in our view, three pillars: architecture, positioning, and design. They are interconnected, but we can assume that each post indirectly supports the brand. From a top perspective, one could argue that brand architecture establishes the relationship between the brand, its products, ranges, and services, and […]

Design Thinking for Sustainability
Design Thinking for Sustainability

Posted on 04/03/2022 by

Before sustainability: Design Thinking, in a nutshell Design thinking is an innovative, creative approach to solving some of today’s most complex problems. Design thinking aims to develop creative and user-relevant ideas to find a resolution that positively impacts the future. Design thinking is also referred to as “solution-focused” thinking. Today, design or solution-focused thinking plays […]

Brand Roots
Brand Roots

Posted on 28/02/2022 by

What are Brand Roots? We always include Brand Roots as part of our brand positioning work in our advisory practice. Brand roots are a critical component that can drag you sailing toward your target or facilitate a smooth ride. Brands are the byproduct of our actions, execution, and vision. And what consumers think of a brand […]

What is Brand Personality
What is Brand Personality

Posted on 28/02/2022 by

The brand personality construct has deep origins in consumer behavior. In particular, consumers tend to project their true or aspirational selves through their brands, and likewise, they tend to humanize brands to describe their differences beyond product attributes. The most common example is the personification of brands through celebrities, which is, of course, at the […]

The emergence of The Helix
The emergence of The Helix

Posted on 28/02/2022 by

Background: Agility, Flexibility, and Empowerment So many trends have emerged in the last few years. New technologies are changing how we work, shop, and consumer products and brands. The rapidity with whom they appear is unprecedented in history. Technology is also responsible for blurring category boundaries and the edges of work and leisure. Companies face […]

Brand Identity Traps
Brand Identity Traps

Posted on 28/02/2022 by

What is a brand identity? The brand identity combines the strategic and execution elements that make a brand. So it includes both the name and the logo design, the choice of colors and the tone of voice, the Personality, and its related design elements, like typeface and shapes, icons, and graphic elements. The most apparent manifestation of […]

What is Brand Salience?
What is Brand Salience?

Posted on 27/02/2022 by

What is Brand Salience? In marketing measures, brand salience is a KPI that gauges how well respondents notice a brand. In cognitive psychology, “salience” defines the domain of the most prominent or noticeable. A Salient brand is a brand that consumers see and – more importantly – remember. This measure is particularly effective in assessing […]

The era of Bold Innovators
The era of Bold Innovators

Posted on 21/03/2021 by

Bold Innovators Thrive in a crisis. It is a very well-known fact that the COVID-19 pandemic has played a pivotal role in accelerating the adoption of digital technologies in all its tragedy. A very well-known meme, which has been circulating in the past several months on social media posts, executive, choosing is COVID-19 as the leading […]

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Building a Communication Ecosystem

Building Brand and Markting for an AI Startup.

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Building a new brand from scratch

Advisory Project for a Pharma StartUp.

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Internationalizing a local Gem

Advisory for a Beverage Company.

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Cases compilated and reviewed by Clutch