Ethnography, a research method long used in social sciences like anthropology, has gradually crept into various disciplines of design, but has only recently begun to be formally adopted by marketers. It is especially useful in product design. Because so much of digital brand marketing crosses...
Great brands are genuine. To be perceived as a genuine brand, it takes more than a smart, differentiating market position, a well-conceived brand strategy, a world-class identity system, sharp advertising, and quality products. Beyond those foundational elements, it’s the employees that have the capability of...
Content is king. It always has been and it always will be. It is generally accepted that delivering valuable content is imperative in order to actualize a successful brand experience through any channel. Then why are the details around content planning, design and execution so...
Consumers are becoming more concerned about how the products they’re choosing impact society and the environment. Increasing consumer demand for things like ethical production methods and lower carbon footprints is driving brands to become more transparent and accountable. In an effort to understand this trend, in...
The most successful marketing initiatives don’t just happen. Many smart minds from a variety of disciplines and skill sets must come together at each step of a well-structured process and apply their best thinking and professionalism. But no amount of talent can bring great results...
It can be argued that today many people, especially those in the developed world, enjoy a better quality of living on average than any previous era. Yet through all of the abundance resulting from industrialization, technological progress, and globalization, we have become further removed from...