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According to a Nielsen poll of consumers in 60 countries, 55 percent of purchasers are willing to pay more for products and services from companies that do their part to encourage positive social and environmental impacts.[1] Clearly, corporate social responsibility influences buying preferences, but how else is it important? We’ll examine the answer to […]
According to a 2013 publication by EY, the global consumer packaging market is valued at approximately $400 billion. That figure balloons to $500 billion when industrial end markets are included. [1] Packaging is clearly a big business, but it’s not just about the materials that cover a product or protect it prior to purchase. […]
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 […]
Are you curious which Persona Branding and Design articles have been the most popular over the past year? We’re always interested to see which of our posts resonate most with you, our reader. Even though we do lots of research and planning, there are no guarantees which topics will trigger the most interest. […]
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 […]
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 […]
The millennial generation is alternately revered and maligned by the media with many holding a skewed, stereotypical perception when in truth, millennials are a highly educated generation with fast-paced lifestyles. Typically they’re multi-taskers, highly connected, tech-savvy, enjoy instant gratification, want work-life balance and flexibility, are highly collaborative and value transparency i.e. openness and honesty in […]
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