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The World's 17 Best Print Campaigns of 2013-14

The World's 17 Best Print Campaigns of 2013-14 | Brand blah blah. | Scoop.it
With the 2014 Cannes Lions festival now over, we're going to spend a few days recapping some of the winners you might not have seen.
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Will Online Reviews & Testimonials Kill Traditional Branding? - Business 2 Community

Will Online Reviews & Testimonials Kill Traditional Branding? - Business 2 Community | Brand blah blah. | Scoop.it
Will Online Reviews & Testimonials Kill Traditional Branding?
Business 2 Community
Over the last few weeks I've noticed a handful of articles discussing the devaluation of brands in a world of near perfect information.
Matt Petersen's insight:

I particularly like Tom's comments about the timing of launch media - it makes so much sense to have the grass-roots consumer contacts made and commented on via social media/WOM  before the big-blast media kicks off.

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Vafo - Petit on Packaging of the World - Creative Package Design ...

Vafo - Petit on Packaging of the World - Creative Package Design ... | Brand blah blah. | Scoop.it
Brand and packaging design development for a range of dog food, snacks and supplements. This product line is a unique concept aimed at small dogs. Together with the client we have built a new category, not only in Europe ...
Matt Petersen's insight:

A really interesting approach to the category, using fashion mag layouts as inspiration for the pack designs. Will it work? Only time and sales will tell!

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Check Out The Top 100 Beloved Brands in The Last Decade | Adweek

The Top 100 Beloved Brands of The Last Decade http://t.co/Ecdha1N605
Matt Petersen's insight:

Who doesn't enjoy a list? OK, despite the 'Worldwide' claim this is obviously a US-skewed study (Walgreens included, Virgin not - wha...?), it does raise the question - does anyone actually 'Love' a company?

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Kit Kat takes Android branding a bit too seriously

Kit Kat takes Android branding a bit too seriously | Brand blah blah. | Scoop.it
Just after Google officially announced that its latest operating system, Android 4.4, will be named after the famous chocolate brand Kit Kat, it seemed as if Ki (Kit Kat takes Android branding a bit too seriously - BrandSynario:
Matt Petersen's insight:

....and the Google/Kit Kat story continues. You'd have to question the logic of this creative approach - it just seems too heavy-handed in a category where taste and emotion rule supreme. Australian readers wll no doubt recall Kraft's execrable i-Snack 2.0 launch. (If not, Google it - great for a laugh).

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Consumers suffer 'wrap rage' and injuries from packaging - Design Week

Consumers suffer 'wrap rage' and injuries from packaging - Design Week | Brand blah blah. | Scoop.it
Design Week
Consumers suffer 'wrap rage' and injuries from packaging
Design Week
He says, 'Heat-sealed PVC clam shells are the most hated packaging and should be avoided by manufacturers at all costs.
Matt Petersen's insight:

Just thought I'd add my own perspective on this: - http://www.smh.com.au/comment/design-not-at-cutting-edge-just-when-i-could-use-one-20130214-2efwb.html

My piece was meant to be light-hearted but I'm dead serious about how much poor industrial and packaging design is out there.It's really up to the marketers to stand between the design team and the consumer to ensure that there's a balance between economic pressures and the real world.

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Branding ≠ Bullshit: Why Branding Should Matter To Entrepreneurs - Branding Magazine

Branding ≠ Bullshit: Why Branding Should Matter To Entrepreneurs - Branding Magazine | Brand blah blah. | Scoop.it
Branding ≠ Bullshit: Why Branding Should Matter To Entrepreneurs
Branding Magazine
Many entrepreneurs equate branding to excess, prodigality and even bullshit.
Matt Petersen's insight:

Jeremiah's article is on the money  - as much as we all like to think that brand development is a 'scence' or a 'craft', if you don't get the undefinable emotional bit right and really connect with your target, than all you have is a logo.

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This incredible idea might eliminate packaging waste forever - Greener Ideal

This incredible idea might eliminate packaging waste forever - Greener Ideal | Brand blah blah. | Scoop.it
Greener Ideal
This incredible idea might eliminate packaging waste forever
Greener Ideal
According to statistics, Americans alone throw away 70 million tons of packaging every year, that's 140,000,000,000,000 lbs of waste!
Matt Petersen's insight:

Breathtaking simplicity combined with a green strategy that is really do -able. Are there more thinkers like Aaron Mickelson out there? Are there packaged goods companies prepared to make a start?

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Ad of the Day: Congo's Sapeurs Star in the Best-Dressed Guinness Commercial Ever

Ad of the Day: Congo's Sapeurs Star in the Best-Dressed Guinness Commercial Ever | Brand blah blah. | Scoop.it
When global marketers portray Africa, the goal is usually humor or pity. Rarely do brands treat Africans as cultural equals, much less as inspirational role models.
Matt Petersen's insight:

Wonderful piece of work, beautifully filmed, strategically on the money and shareable. These stars don't align very often!

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The booming hipster hotel business, from Brooklyn to Paris - The Week Magazine

The booming hipster hotel business, from Brooklyn to Paris - The Week Magazine | Brand blah blah. | Scoop.it
The Week Magazine The booming hipster hotel business, from Brooklyn to Paris The Week Magazine Having visited both the Wythe and brand new Hotel FABRIC in Canal St-Martin recently, it's easy to see the commonalities between the two hotels and their...
Matt Petersen's insight:

So now it's official - 'Hipster' is a brand. It has a name, visual cues (facial hair, ironic clothing, fedoras, anyone?), a target market - um....Hipsters, I guess - and is now being used by hotel designers to attract flocks of Hipsters to enjoy the company of other Hipsters surrounded by Hipster decor and to eat Hipster food. This then raises the philosophical question - if a Hipster is part of such a significant social segment, is he or she still Hip? Or is the next big brand the 'Mainstreamster'?

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The Definition of Advertising Has Never Been More Unclear

The Definition of Advertising Has Never Been More Unclear | Brand blah blah. | Scoop.it
For most of the past 100 years, if a marketer said he needed a new advertising campaign, everybody knew what that meant. The machine turned on. The marketer called the agency of record’s account team.
Matt Petersen's insight:

Randall's article could start a thousand discussions about what advertising is, what it should be, how it has changed even in ten years, and who (or what!) is driving this change. Worth a read and definitely worth some considered thought.

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Android 4.4 KitKat: What's the point of co-branding?

Android 4.4 KitKat: What's the point of co-branding? | Brand blah blah. | Scoop.it
Google doesn't need the money, and it certainly has no problem with awareness. So why partner with a candy company at all? Read this article by Scott Webster on CNET. (Android 4.4 KitKat: What's the point of co-branding?
Matt Petersen's insight:

My first reaction was 'Is it April 1?". But thinking about it, this isn't a bad move by Nestlé/Hershey. A limited edition chocolate bar, tied in with one of the biggest product launches of the year, a cutesy, consumer-friendly mould and a zillion new alternative channel distribution points. I just can't quite work out what Google gets out of it. But the Google guys are all filthy rich and I'm not, so who am I to judge?

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Connecting to consumers with OTC packaging - Healthcare Packaging

Connecting to consumers with OTC packaging - Healthcare Packaging | Brand blah blah. | Scoop.it
Connecting to consumers with OTC packaging
Healthcare Packaging
For Bayer Aspirin and Aleve, Schmitz's team developed a “soft touch” cap, using a softer material to incorporate the sense of touch into the package design.
Matt Petersen's insight:

It might sound obvious, but FMCG marketers aren't the only ones who need to be diligent about their packaging. In Europe last month, I noted that phramaceutical packaging also included braille embossing - a fairly simple thing to implement but right on target to a specific segment of shoppers.

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