The Sameness Tax: What Brands Pay for Following the Category
Walk through the skincare aisle of a modern retail store, scroll through Instagram advertisements for direct-to-consumer brands, or browse the websites of competing food delivery …
Tag: brand identity
When Brands Become Part of Who We Are: The New Frontier of Competitive Advantage
For decades, marketers have competed for attention. The formula was relatively straightforward: get noticed, build awareness, communicate a proposition and convert attention i…
Categories Marketing
The Smash Test: Would Your Brand Survive Without Its Logo?
In 1915, Root Glass Company designed a Coca-Cola bottle meant to be recognised in the dark and identifiable even in shards. The brief was unusual: make a shape that survives break…
Why Your Brand Sounds Like Everyone Else – And How to Fix It
(Hint: "Minimal vibes" aren't a strategy.)
Would Anyone Recognise Your Brand Without a Logo?
Open ten DTC websites and you'll see the same template:
Muted pastels
Saf…
The Brand Image & Identity & The Strategy To Take
Brand image and brand identity—I realised that most people do not have a firm grasp of these concepts. Frequently, I have discovered that businesses turn to agencies for assistanc…