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Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Article

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This article posits that challenger brands don't need the huge budgets of established competitors to break into the market - by concentrating on craft and attention to detail, and understanding certain principles of neuroscience, new brands can carve out a niche.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Article

This case study describes how United Arab Emirates banking brand Emirates NBD came up with an innovative product that kept construction workers cool to attract SME clients.

Case Study

This case study describes how Duang Prateep Foundation, a non-profit charity, used motorcycles to tackle the mosquito problem in Thailand's slums.

Article

This case study describes how the Thai Health Promotion Foundation invented HELPMET, the world's first helmet that can detect a serious head impact and call for help when riders are unconscious.

Article

This article looks at an exciting new entrant into the growing Indian soft drinks market - Paper Boat, a brand launched in 2013, which originally intended to market an energy drink named Tzinga, but instead recreated some of the traditional fruit drinks of the subcontinent as packaged drinks.

Opinion

Over a century ago, William James argued that the self includes many things outside of one's self, including social relationships and material things.  More recently, cognitive science has shown that we do indeed subsume the personality and values of the people we feel close to.  The result is self-other overlap, whereby the mental representations of our own identity begin to merge with our perceptions of someone else.

News

LONDON: Polyseam, a UK manufacturer of own-label sealants and adhesives, and design agency The Engine Room have won the Grand Prix at the DBA Design Effectiveness Awards.

Case Study

This case study describes how Booth's, the British retailer, overcame UK legislation that saw shoppers charged 5p for plastic bags by creating bespoke fabric bags - a new product category capable of growing sales.

Case Study

This case study describes how Unilever launched a new format of concentrated fabric conditioner, Comfort Intense, in the UK, Ireland, France, and the Netherlands with a smaller package for a higher price.

Case Study

This case study describes how the shoe brand Dune redesigned its stores to bring a 'wow' factor, drive footfall and communicate its fashion credentials alongside its affordability with allusions to the catwalk that drew focus to the product itself.

Case Study

This case study describes how Hooq, a Singtel-owned on-demand streaming service, was launched in partnership with Sony and Warner bros using bold design, and reaching the number one spot in the region.

Case Study

This case study describes how McVitie's, a snack food brand, redesigned its cake portfolio for the UK market to drive penetration.

Case Study

This case study describes how the NHS Leeds CCG (clinical commissioning group), part of the UK's health service, created a safe space for young people called 'MindMate;' a website to make Leeds' mental health services more accessible.

Case Study

This case study shows how Flora ProActiv, a Unilever-owned margarine brand, halted declining sales in the UK by redesigning the product to stimulate emotions, reassure consumers, and reverse the decline.

Case Study

This case study describes how Monty Bojangles, a UK confectionery brand, redesigned the packaging for its seasonal gifting portfolio.

Case Study

This case study details how Orangina, the Suntory-owned French juice drink, reversed a decline in sales in the UK by calling back to the brand's history, harnessing its vibrancy and restoring its premium status.

Case Study

This case study describes how the Donkey Sanctuary, a British charity, used a new design language to align its various brands to help grow the charity in a declining market.

Case Study

This case study describes how Mercury Hard Cider, an Australian cider brand, utilised packaging to reinvigorate sales in the Australian market.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.

Case Study

This case study describes how Twinings, a tea marketer, packaged its new premium Discovery Collection to appeal across multiple global markets.