Rich Gersten’s Post

Here are the five key takeaways from BeautyMatter’s FUTURE50 panel discussion on three-dimensional storytelling featuring Akash Mehta, Co-Founder and CEO at Fable and Mane, Lach Hall, Founding Partner and Executive Chair of Marketing at Vacation Inc., and Monica Arnaudo, Chief Merchandising Officer at Ulta Beauty. 🌟 What is Ulta looking for when it’s bringing on a new brand? First, what’s the reason for being? What's the value add that the brand is bringing? What's the consumer gap that the brand is solving for? Next, and maybe most important is PRODUCT. It has to be efficacious, innovative, and give consumers the results they’re looking for. Finally, Ulta is looking for brands that have the ability to connect to the consumer across all social and digital spaces. 🌟 Think of your brand as the kingdom. The products are the citizens, and you’re inviting consumers to come and visit you on your personal little island. Everything you do has to tie back to this ecosystem that you’re building. Fable and Mane once hosted a safari-themed pop up where consumers had to scavenge for samples. Every touchpoint should make consumers feel like they’re visiting that island. 🌟 Vacation’s the brand aesthetic harkens back to a time when sunscreen was more fun. They sift every single aspect of the brand through this unique filter, which imbues their marketing efforts with a sense of fun that also feels incredibly cohesive. 🌟 What consumers love most about Ulta is its assortment. Approximately 80% of Ulta guests actually want to shop in stores. From a merchandising standpoint, Ulta works with a brand founder to understand what product or aspect of the brand needs to stand out. For a brand like Half Magic, the pigments and shimmer within the products is very important. Ulta created unique lighting to highlight the shimmer in the formula. 🌟 When it comes to finding inspiration for creative campaign ideas, Vacation often starts by asking “What would we do if we didn’t have any money?” This kind of restraint leads to the most creative ideas that don’t break the bank. 🌟 “We’re overflowing with inspiration at Vacation. It almost feels like an art project. It’s an artistic endeavor, what we’re doing. Many brands are created in a formulaic way. We did the opposite. We created a brand that’s almost like a radio signal to see if other people would resonate with it, and thankfully they did. By doing that, we attracted an incredible team that also think in that same wavelength. We have an abundance of creative ideas for the brand, because it’s just natural,” - Lach Hall, Founding Partner and Executive Chair of Marketing at Vacation. #storytelling #indiebeauty #beautyretail #beautyindustry #retailactivations

Asda Unveils New Brand Identity Asda rolls out a new brand identity alongside a summer advertising campaign entitled ‘Serious about summer’ to try to win back shoppers after a period of weak performance. The campaign introduces Asda's new logo as part of its broader brand strategy, across TV, social media, press executions, CRM and its website. They said the new branding came from customer research to help regain its relevance and individuality in the market. The retailer noted that its light-hearted, northern humour and warmth – along with its iconic green colour – were consistently shared as the most unique traits of the brand. These are said to be reflected in the updated logo, typography and colour palette – adding a new dark green tone to the existing Asda green. The new identity also features ‘stickers’ to allow the supermarket to showcase its range of offers and ranges in a consistent way. They will roll out the new branding across stores, vehicles and staff uniforms as part of an investment programme for its estate. Meanwhile, the new marketing campaign “brings to life the serious business that is making the most of the Summer months” and features a series of tongue-in-cheek TV ads that each give different takes on staple seasonal experiences. Asda will also be running a ‘Nan-poline’ ad to highlight the retailers ‘midweek meals’ offers and a Sports Day-themed ad showcasing its picnic lines. David Hills, Chief Customer Officer at Asda, commented: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has tremendous heritage and is much loved by the Great British public. We hope this new look and feel will help us stand out in the grocery market – bringing to life our personality and reigniting the strong emotional connection customers have for the Asda brand.” He added: “Our Summer campaign is light-hearted, fun and highlights the uncompromising value promise we make to our customers whenever they shop with us, so we believe it’s the perfect platform to launch our new brand.” Developed in partnership with its lead creative agency Havas London, where Lorenzo Fruzza, Chief Design Officer at Havas London, said: “When developing identities for brands like Asda, it’s important to remember that the channels they live in have evolved so much in recent years – they no longer just show up in traditional media channels. NamNews Implications: * Rebranding takes time, perhaps too long? * Asda needs speed, especially vs. the discounters… * ‘Price is what you pay, value is what you get’ –  Buffett * i.e. again, it takes time to appreciate value. * Asda does not have time... * i.e. Asda needs discounter prices to re-grab ground. * All else is detail… Asda ads in comments below #Asda #Discounters

You may feel a bit lost in the landscape of brand strategy at present.* Here’s why: Brand strategy has been made unnecessarily complicated by agencies and consultants trying to differentiate themselves with proprietary models and jargon. And it’s often skewed to the end deliverable the agency makes their most money from, missing out critical parts. The result? Clients end up with strategies that don’t engage the C-suite or the broader organisation in the brand. The brand strategy sits as a PPT deck with the marketing team and does little to help drive business growth. This is a missed opportunity. ⭐️Brand strategy has been proven to lead to faster growth, better talent acquisition and retention, more engaged employees, and more successful innovation –– when it’s done right. To do it right, you need a clear process as much as a clear framework. One that gets the right insights to shape the strategy and gains the confidence and engagement of the whole organisation to ensure you get the business results they’re looking for. I teach this and give away all my tools in Brand Strategy Academy. 🟡 Over 260 people have taken the course to date and say lovely things like: "I love your approach, it's been a game changer for me. After years as a strategist, I have really found my stride and am making huge progress for myself and my company. Hands down the best money I've ever spent."  Jody Frost, Brand Strategist "Off the back of your Brand Strategy Academy course, we just won our biggest rebranding project in our 14 year business history. "  Andrew Hope, Creative Director "I have taken 5 other brand strategy courses and this is the first time I feel like I actually get it!. I feel so much more confident now in trying to help clients with brand strategy." Nasheela Khan, Brand Strategist I also continue to work with select clients to create their brand strategy. To date I’ve worked with over 63 brands across the A to Z of industries. Brands like Ambien, BP, Claridge’s, Diageo, Dorchester Collection, EY, Gatorade, HPE, Oracle, PepsiCo, Sage, Viagra, Wilkinson Sword, Ronald McDonald House Charities. I’d love to help you like I’ve helped them. Drop me a message on here, take my free starter course – Brand Strategy in 7 Simple Steps - to get you over the jargon, and join my Brand Strategy Smarter weekly newsletter. Or just decide, right now, that it’s time to get clear and confident once and for all, and grab your spot in Brand Strategy Academy. 🚀 All accessible through my website button above. Just rewrote the above in my profile so thought I'd pop it on here too. Much clearer than I'd written before. We can all work on being clearer - even those of us who deliver it as a job...! * Can't claim this phrase 'lost in the landscape of brand strategy' as my own. It was something said to me last week in the mentoring I do on ADP list. Really captures the feeling though, right? #brandstrategy #branding #marketing #marketingstrategy #strategy

In the bustling realm of marketing and brand promotions, branded merchandise plays a pivotal role in connecting with your audience. However, it's not just about slapping your logo on a product and hoping for the best. Design, when executed correctly, can transform a simple item into a memorable piece that resonates with your audience. https://lnkd.in/eAQ6fW9s

The Power of Professional Design in Successful Branding - A Case Study One of the most compelling case studies of successful branding transformation comes from the global coffee giant, Starbucks. The Challenge In the early 2000s, Starbucks faced a significant challenge. Despite its rapid expansion and global presence, the company’s brand identity was becoming diluted. The market was becoming increasingly competitive, and Starbucks needed to reinvigorate its image to maintain its leading position. Recognizing the need for a fresh and cohesive brand identity, Starbucks decided to hire a professional design agency, Lippincott. The Solution Lippincott, a renowned design and brand strategy agency, took on the task of revitalizing Starbucks’ brand. The agency’s approach was holistic, focusing on both visual and experiential elements to create a unified brand identity. Logo Redesign: One of the most noticeable changes was the redesign of the Starbucks logo. Lippincott simplified the iconic mermaid logo, removing the text and creating a more versatile and modern look. This change was not just aesthetic but strategic, allowing the logo to be recognizable and adaptable across various platforms and merchandise. Store Experience: Lippincott also worked on enhancing the in-store experience. The design agency introduced new store layouts, colour schemes, and materials that reflected the brand’s heritage and commitment to quality. The goal was to create a welcoming and consistent environment that would resonate with customers globally. Packaging and Merchandising: The design agency revamped the packaging and merchandising strategy. New designs were introduced that were not only visually appealing but also communicated the brand’s values and story. This included sustainable packaging options that aligned with Starbucks’ commitment to environmental responsibility. The Impact The results of the rebranding effort were profound. Starbucks saw a significant increase in brand loyalty and customer engagement. The new visual identity helped reinforce the company’s premium positioning and differentiate it from competitors. The consistency in branding across all touchpoints created a cohesive and memorable experience for customers. Quantifiable Success Brand Recognition: Post-rebranding, Starbucks’ brand recognition soared. The simplified logo became an iconic symbol recognized worldwide, contributing to a stronger brand presence. Customer Loyalty: The enhanced in-store experience and cohesive branding led to increased customer loyalty. Starbucks reported higher repeat customer rates and greater customer satisfaction scores. Revenue Growth: The strategic rebranding played a crucial role in driving revenue growth. Starbucks saw a steady increase in sales and market share, reaffirming its position as a leader in the global coffee market. #Branding #DesignAgency #Starbucks #BrandIdentity #BusinessGrowth #CustomerLoyalty #ProfessionalDesign

Colgate instead of toothpaste. Frigidaire, not refrigerator. Kleenex or tissue? Google it! These brand names have endured for so many generations that they’ve earned the generic names of consumer goods. But how did they achieve such status? Branding. One powerful tool that can help brands attain this is branded signage. Through strategic placement and design, branded signage bridges the gap between a brand’s promise and the consumer’s impression, turning spaces into storylines and visits into journeys. Discover more and partner with Bordertown for a comprehensive review of your current signage landscape. https://lnkd.in/gccKqxPv

Episode 4: Brand Architecture - Building Your House in the Brandscape! Hey marketing amigos! We've explored Tone of Voice, Brand Personality, and Brand Promise in the previous episodes. Now, we're heading to the construction zone of the marketing jungle to tackle… Brand Architecture! Imagine your brand as a bustling city. You have different "districts" like product lines, sub-brands, or even individual products. Brand architecture is the map that guides how these districts are connected, organized, and presented to the world. It's about ensuring clarity, consistency, and synergy across your entire brand portfolio. Why does a strong brand architecture matter? Because it helps your audience navigate your offerings with ease, understand your hierarchy, and trust your overall vision. Just like Virgin Group's diverse ventures united under its adventurous spirit, or Unilever's household giants all aligned with sustainability goals, a clear architecture strengthens your brand identity and drives growth. Building your brand city: Think of your brand's core values as the city's foundation. Then, consider these questions: What "districts" make up your brand? Products, services, sub-brands? How are these districts connected? Do they share similar values or target audiences? What hierarchy exists? Is there a parent brand with distinct sub-brands or a collection of independent offerings? Once you have the blueprint, start building: - Maintain consistency: Use unified visual identities, messaging tones, and core values across all districts. - Clarify relationships: Make it clear how your offerings are connected and complement each other. - Embrace flexibility: Adapt your architecture as your brand evolves and new districts emerge. Global architecture masters: Look at Tata Group's diverse ventures united under a focus on social responsibility, or Google's expanding umbrella of products and services all connected by the power of information. These brands use their architecture to tell a cohesive story, build trust, and navigate the ever-changing market landscape. Remember: Your brand architecture is a living document, not a fixed blueprint. Regularly assess and adapt it to ensure your city remains vibrant, connected, and attractive to your audience. With a well-planned architecture, you can turn your brand into a thriving metropolis, where every district complements the others and your overall identity shines through. Found this helpful? Click the like button and share with your folks! Any marketing terms giving you trouble? Leave 'em in the comments, and I might explain them next time Stay tuned for Episode 5: Brand Positioning - Finding Your Sweet Spot in the Crowded Jungle! #JargonBusters #BrandArchitecture #Branding #Clarity #Marketing

How Popular Snack Brand Logos Have Changed https://ift.tt/MhZaETy See this visualization first on the Voronoi app. How Popular Snack Brand Logos Have Changed This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources. Branding and logos are vital elements of a successful snack product, shaping consumer perceptions, purchasing choices, and fostering long-term brand loyalty. From Coca-Cola’s evolution since 1890, to Pepsi’s recent nostalgia rebranding, this graphic illustrates the development of logos for popular snack brands. The data is from 1000 Logos. Pepsi vs. Coke Pepsi’s latest logo released in 2023 delivered a hit of nostalgia, reverting to the “globe” design of previous decades. The wordmark is also much bolder, reminiscent of the company’s logo from the early 1900s. Due to the brand’s many logo changes, we weren’t able to fit logos further back than 1991. In contrast, Coca-Cola, its rival, has kept its iconic script logotype, which first emerged at the end of the 1880s, pretty much untouched since the early 1900s. The current rendition of the symbol was unveiled in 1903, featuring an intensified shade of red by 1934. Since then, the logotype has been refined, but always keeping the same style and mood. Famous Cookie, Many Logos Oreo is perhaps the iconic snack brand with the most logo redesigns in history. There have been more than ten different versions of the emblem for the famous cookies. The very first logo for Oreo was introduced in 1912 and stayed with the brand for almost a decade. It was an elegant and ornate black inscription in all capitals with the first “O” enlarged. Over time, the logo changed to the three-dimensional badge that has identified the cookies since 2001. The post How Popular Snack Brand Logos Have Changed appeared first on Visual Capitalist. INFO via Visual Capitalist https://ift.tt/JcHBs6w May 11, 2024 at 07:15AM

What we can learn from Tropicana’s re-branding failure Rebranding can be a powerful tool for companies seeking to refresh their image and connect with audiences in new ways. However, not all rebranding efforts yield positive results, as evidenced by one of the most infamous rebranding disasters in history—the Tropicana redesign of 2009. Tropicana, a well-established brand in the juice industry, embarked on a rebranding journey with the help of ad agency Arnell. What followed was a costly misstep that led to a significant loss in sales and brand equity. Let’s delve into the key mistakes made during this rebranding process and extract valuable lessons for successful rebranding strategies. 1. Disconnecting from Core Brand Elements One of the critical errors in Tropicana’s rebranding was deviating too far from their core brand elements. The iconic image of an orange and white striped straw, synonymous with Tropicana, was inexplicably removed from the packaging. This decision resulted in a loss of brand recognition and left consumers confused in the crowded juice aisle. 2. Neglecting Consumer Preferences The Tropicana rebranding failed to consider the preferences and expectations of its target audience. By prioritizing a modern and edgy aesthetic over customer familiarity and trust, the new packaging alienated loyal consumers who valued the brand's traditional image. 3. Lack of Clear Brand Purpose A successful rebranding strategy requires a clear understanding of the brand’s purpose and identity. Tropicana’s rebranding lacked a cohesive narrative or purposeful direction, leading to confusion among consumers and a disconnect from the brand's heritage. 4. Overlooking Packaging Practicality Effective packaging design goes beyond aesthetics; it must also consider practicality and functionality. Tropicana’s redesigned packaging, with its split image and challenging-to-read branding placement, failed to account for how consumers interact with product packaging on retail shelves. Lesson Learned: Test potential packaging designs in real-world scenarios, considering shelf visibility, readability, and overall consumer experience. A visually appealing design is essential, but it should also enhance usability and convenience for consumers. The Tropicana rebranding fiasco serves as a cautionary tale for businesses embarking on rebranding initiatives. By learning from their missteps and following these key lessons—preserving core brand elements, understanding consumer preferences, defining clear brand purpose, and prioritizing practical packaging design—companies can execute successful rebranding strategies that resonate with audiences and drive positive brand perception. Have you experienced a successful rebranding effort, or do you have insights on effective rebranding strategies? Share your thoughts and experiences in the comments below! #Marketing #Branding #Rebranding #Sales #Brand

Whilst we're talking about brand planning.... All we are saying is give (all 4) Ps a chance. Price Product Promotion Place John Lennon knew it. I know it. Proper marketers know it. And they’re as relevant today as they were when they were first proposed in the 1960s by E. Jerome McCarthy. All of them are important, and none are mutually exclusive. It’s well documented that strong brand investment reduces price sensitivity. But you knew that anyway, right? (more on this next week).... A strong promotional plan is also likely to help gain or secure distribution. And there’s no point in deploying a national advertising campaign if you’ve only got one SKU listed in Booth’s (as lovely as their stores are). Some marketers underestimate the impact that distribution and in-store visibility has on mental availability. According to Kantar, a strong, rapid, and aligned distribution in the major grocers is critical for the success of your NPD launch. It used to be that c60% distribution was their benchmark, but I believe that's closer to 50% now. Whilst that's still a big ask for most brands, the principle remains true. If you can get your distribution to build in as many retailers as possible, as quickly as possible at broadly the same time, then you have critical mass.. And, you'll now have something meaningful to advertise towards. At Weetabix we knew that in store visibility was key for the penetration growth we wanted. Weetabix has incredible depth and breadth of distribution in the major grocers, but that’s not enough. We needed to improve our share of promotional space. That's why we did the Wildcats sponsorship deal with the FA unlocking brilliant visibility in store. Price is the most neglected P by marketers. Whilst it is often led by the sales team, it’s a marketer’s duty to be the voice of the consumer within the business and to bring facts to what can become an opinion-based debate. Our job is to *know* what premium our brand can command, to understand what an acceptable price is, when it becomes too cheap or too expensive. That sounds complicated, but it’s not really that tricky. There’s a thing called a Van Westendorp pricing model (Google it), and you can run it yourself with minimal investment. But the magic really happens when we consciously combine the Ps to maximise results. So, what does all this mean for scale-up brands? It’s important to consider *ALL* four Ps. Yes, all of them, even the less glamorous ones or ones where you feel less comfy. Bring some consumer data to support your points, it needn’t be expensive. Don’t forget that maximising your visibility in store, is a massive driver of brand awareness. And finally, if you want to turbo-charge your marketing, combine a couple of the Ps. So, far from being an outdated concept, the 4 Ps are a fundamental tool for modern marketers to make sure we have considered the full marketing mix, and not been blinded by a shiny new tactic.