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Archive for category: Business

Brand Audits: Why You Need Them and How to Perform One

January 12, 2016 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Health Check, Brand Personality, Brand Relevance, Brand Research, Branding, Business

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

January 5, 2016 /0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Champions, Brand Collateral, Brand Design, Brand Differentiation, Brand Health Check, Brand Identity Design, Brand Personality, Brand Profiling & Positioning, Brand Relaunch, Brand Relevance, Brand Reputation, Brand Research, Brand Revitalisation, Brand Strategy, Brand Values, Branding, Business, Customer Engagement, Graphic Design, Market Demographics, Market Insights, Market Research, Millennial Branding, Rebrand, Rebranding, Return On Investment, Revamped Design, Revitalized Design, Target Market

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

December 22, 2015 /0 Comments/in Branding, Branding Trends, Business, Trends

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. […]

What Customers Want: Top 16 Branding Trends in 2016

December 7, 2015 /0 Comments/in Brand Culture, Brand Experience, Brand Personality, Brand Story, Brand Strategy, Branding, Branding Trends, Business, Customer Engagement, Global Branding, Integrated Marketing, Interactive Marketing, Market Insights, Marketing, Millennial Branding, Mobile, Mobile Commerce, Online Marketing, Social Engagement, Technology, Video, YouTube

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 […]

Seasonal Branding: Tread Carefully with Christmas Themed Brand Strategies

November 24, 2015 /0 Comments/in Ambush Marketing, Brand Champions, Brand Collaboration, Brand Collateral, Brand Health Check, Brand Loyalty, Brand Personality, Brand Profiling & Positioning, Brand Relevance, Brand Reputation, Brand Sponsorship, Brand Story, Brand Values, Branding, Business, Cause Marketing, Co-Branding, Customer Engagement, YouTube

Fourth quarter commercialism looms large. Sparkly red and green Christmas displays are simultaneously mounted as spooky orange and black Halloween decorations come down. From Ireland to Illinois, consumers react in unpredictable ways to brand seasonal messages that creep in earlier and earlier every year. For retailers, that response can mean boom or bust for critical […]

Brand Loyalty: 5 Key Steps to Building Your Loyal Fan Base

November 3, 2015 /0 Comments/in Brand Affinity, Brand Ambassador, Brand Champions, Brand Collaboration, Brand Culture, Brand Design, Brand Experience, Brand Loyalty, Brand Personality, Brand Promise, Brand Relevance, Brand Strategy, Branding, Business, Social Engagement, Social Media

“80% of your company’s future revenue will come from just 20% of your existing customers” according to Gartner Group.[1] This means that brands need to devote more attention to building a loyal customer base, and in order to do this successfully they must inspire trust. Given the number of recent scandals relating to […]

Colour Psychology: Cracking the Colour Code for Profitable Branding

October 27, 2015 /0 Comments/in Brand Collateral, Brand Design, Brand Strategy, Branding, Business, Colour Psychology

Colour is incredible! From rainbows to coral reefs and from bluejays to goldfish, throughout the natural world, the phenomenon that we call colour is a vital source of stimulation and communication. When translated to the human sphere, its enormous power adds huge impact to communications, opinions, recall and emotional connections. In fact when used […]

Brand Household Names: 7 Lessons Learned from the Best Performers

October 19, 2015 /0 Comments/in Brand Strategy, Brand Values, Brand Voice, Branding, Business, Communication, Customer Engagement, Situation Analysis, Social Engagement

The top 200 U.S advertisers spent $137.8 billion on campaigns in 2014, an all-time high. Although this advertising expenditure sometimes translated into major returns on investment, there were other cases where a well-intentioned campaign turned into public relations nightmare at worst, and made consumers raise their eyebrows dubiously at best. Below, we’ll take a […]

Rugby World Cup Branding: 5 Ideas You Can Learn From Big Brand Marketers

September 28, 2015 /0 Comments/in Brand Ambassador, Brand Leadership, Brand Relevance, Brand Sponsorship, Brand Story, Brand Strategy, Branding, Business, Celebrity Endorsement, Global Branding, Integrated Marketing, Return On Investment, Storytelling, Video, YouTube

At the early Olympics, every four years triumphant athletes were lauded by having sponsorships called out (family name and native town), odes written and likenesses commissioned. These ancient versions of mass media frenzy were designed to create buzz and sing the virtues of the victorious. Today, major sporting events continue to represent big opportunities for […]

Millennial Branding: 6 Ways Your Brand Can Appeal to Millennial Customers

September 22, 2015 /0 Comments/in Brand Strategy, Branding, Business, Millennial Branding, Social Media, Trends

Millennials, the newest generation of influential consumers (also known as Generation Y or Gen Y), spend more than $600 billion dollars annually with spending power expected to reach $1.4 trillion by 2020, (or 30% of US sales) according to Accenture 2013 research. While these statistics might sound like ‘gold bullion’ for many brands, in […]