Repositioning, Brand restage, rebranding, and the quest to stay relevant
Repositioning, Brand restage, rebranding, and the quest to stay relevant

Posted on 09/05/2022 by

What is brand repositioning? A brand repositioning is a strategic marketing initiative that seeks to alter a company’s image, positioning, and message. This can involve changing how a company markets itself, adjusting its product line, or even revamping its entire corporate structure. Repositioning a brand is often done to improve its standing in the market. […]

What is color psychology?
What is color psychology?

Posted on 02/05/2022 by

Psychology of Color has become a potent tool in marketing and branding. The color choices can affect your brand image and even influence sales. And this is why Color psychology has become a part of our lives. From clothing to food packaging, color plays a crucial role in our daily life. The question is, why […]

What is visual identity?
What is visual identity?

Posted on 02/04/2022 by

Visual identity is everything you need to know to create a successful brand design. In terms of branding, what you see will be what you get. That is how potential customers will feel about it. They will not have any reason to give a visually unattractive brand the benefit of the doubt because it is […]

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 […]

Design Writing, a design process made of words only
Design Writing, a design process made of words only

Posted on 03/03/2021 by

Design Writing is a design management process based on a clear set of formats, a multidisciplinary view, and a talent that excels in writing. It is neither professional writing nor technical writing. The fundamental purpose is to translate and articulate the brand positioning into storytelling assets in actionable text formats. However, this is a process […]

Trends Matrix
Trends Matrix

Posted on 03/03/2020 by

Trends matrix: a holistic view of relevant trends The trends matrix is a vital tool in setting the scene for analyzing and understanding consumer insights. As a matter of fact, on one side, the trend matrix helps prioritize insights. But also provides a clear view of what drives a consumer behavior change. In most of […]

The art of – and the science behind – Brand naming
The art of – and the science behind – Brand naming

Posted on 03/03/2020 by

How do you go about brand naming? Brand naming is a very challenging process that is borderline art and science. It is an unbelievably important task, which requires creativity and a great dose of strategic thinking.   First and foremost, a brand naming exercise should deliver a brand name with 2+1 dimensions: 1) Promise: evoke […]

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