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Good branding builds equity, not just sales
Good branding builds equity, not just sales

Posted on 21/03/2022 by

Branding Equity and Sales: a balancing act. Good branding builds equity, not just sales, but we have an equity problem if sales do not materialize! The relationship between branding, equity, and sales is at most controversial. In the era of growth hacking, branding and marketing are expected to drive traffic and improve conversions. However, branding […]

Is Brand Image that important?
Is Brand Image that important?

Posted on 11/03/2022 by

Detractors of branding, the ones who keep repeating “the lipstick on the pig,” focus on the brand image as a metaphor for how branding is a useless accessory. So what is the fundamental role of Brand Image? Brand Image: historical development Since the early 60s, consumer research has stumbled upon the insight that consumers’ perception […]

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. Naturally, they are interconnected, but we can assume that each post indirectly supports the brand. From a top perspective, one could argue that brand architecture established the relationship between the brand, its products, ranges, and services […]

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 your sailing towards your target or facilitate a smooth ride. Brands are the byproduct of our actions, execution, and vision. And what consumers’ of a brand today is […]

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 self 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 […]

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Boutique Advisory for a Beverage Company.

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Cases compilated and reviewed by Clutch