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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 […]
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 […]
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 […]
What is a Brand Ambassador? Not everybody can be called the greatest tennis player of all time. However, with 17 Grand Slam trophies in a professional career beginning in the last century, Roger Federer has the most impressive endorsement portfolio in sports. Image via www.moet.com ©Moet His grace under pressure and winning smile positions […]
Got a brand? Just like a person, your brand has a reputation to establish and uphold. The identity of your brand, of course, begins with its name. Your product or service is your brand’s body and mind, and you must use all five senses to reach out in appealing ways to old and new friends […]
Household brands bearing the “Made in America” tag were in big trouble in the mid-1980s. Shivers ran down the spines of Detroit automakers as efficient Japanese models filled the U.S. highways. Sony Walkmans, Nintendo and Atari video games were on everyone’s shopping list. America lost ownership of household brand names as well as bricks and […]
This may sound obvious but how people feel about your company significantly impacts how much they’ll spend on, or refer your products or services. If you want customers or prospective customers to feel positively inclined towards your brand, or indeed to become enthusiastic brand advocates, then you need a really solid and consistently applied […]
There a literally thousands of excellent products and services available in the market that very few people ever purchase — even though they’ve been developed with them in mind. This behaviour might seem perplexing, but it is actually quite simple: great products and services alone are not enough to motivate people to engage in […]
Openly, honestly admitting your brand’s flaws is a daunting prospect, but it just might save your bottom line or even help grow it! Few companies willingly confess their problems, but most customers notice those problems. Whether it’s an unclear label on some packaging that makes it difficult to read the ingredients, a supply […]
The Christmas season is an important time for any brand. In the UK, Christmas spending online is expected to reach more than £13 billion – an estimated 18 percent increase over last year’s online spend. What’s more, online spending and marketing typically increases retail and in-store spending, as more of your customers reach and connect […]
Persona Branding & Design Consultants
Contact: Lorraine Carter
T: +353 1 832 2724
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