BRANDING BRIEFS: Woolworths revamps identity and branding
25 Apr 2002
Woolworths has revamped its visual identity and branding in-store, following last month
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Brand Trust-Leverage it or Lose it
01 Mar 2002 | by Diane Perlman, Marketing & Branding Consultant
A brand is more than a product, a logo or an identity - it is a promise, and key to this promise..., the focus of trust has begun to shift from the process of transacting online to the actual brand itself. The issue affects newer online brands and existing offline brands alike. Interestingly, well-known and trusted offline brands are generally considered more trustworthy than well-known online brands ...
BRANDING: COI in healthy eating branding campaign
11 Apr 2002 | by MATTHEW ARNOLD
COI Communications has appointed Identica to handle a branding brief for a Department of Health
Common sense in branding
21 Oct 2002
Branding doesn't need to be rocket science, says Stefan Engeseth . In hard times we all find...approach: talk to people who DO NOT work with branding. Simplicity is a great tool for common sense in branding. Use only basic words to describe your brand. These days there are so many copy brands in retail shops, private labels create problems for the original brands. Try searching for new distribution ...
Celebrity branding Bollywood style
16 Jul 2002
celebrity endorsement of a brand. On a bad day, you will see India's favourite batsman Sachin Tendulkar bat...the field being a big draw. Celebrity endorsements of brands is an age-old practice -- many Indians have ... 's brand. Maybe advertising and brand professionals were more imaginative too. To quote an agency professional: "Earlier, when advertising agencies were bereft of ideas they used sex to promote brands. Today ...
BRANDING: Design Choice - Concorde
30 May 2002 | by MARK HABIS, Partner, Spinner
British Airways will tell you that Concorde is its flagship, 'a potent symbol of its brand as a.... These days we're bombarded by brand building and hype and it's often a struggle to identify a USP. Concorde ...
BRANDING: Design Choice - 3
24 Oct 2002 | by SIMON EDWARDS, International marketing director, Intervoice
Given the normally hysterical reaction to a major brand launch, the comparatively mute reaction...'s high-spend repositioning, commentators are simply suffering mobile brand fatigue. It's a shame ... suffixes allow a single number), but why create a non-web-friendly brand? ...
BRANDING: Design Choice - Oscar
21 Mar 2002 | by PAUL GORDON, Managing director, CCHM
Although 'The Oscars' is the branded name and face of the ceremony, the Oscar itself is, of course, a statuette. A 13-inch stamp of sophistication from the Academy of Motion Picture Arts & Sciences ... to the power of the brand that when 12 of the statuettes went missing, it made headline news across the world ...
BRANDING: Design Choice - Kikkoman
12 Dec 2002 | by GEOFF HOLLINGTON, Senior partner, Hollington Associates
The Kikkoman bottle defines the brand. If this product is good enough and unique enough to merit being sold in this extraordinary container, then it must be special indeed. The Kikkoman bottle was designed by Japan's most celebrated industrial designer, Kenji Ekuan, designer of the Akita bullet train ...
BRANDING: Design Choice - Barbie
21 Nov 2002 | by CHRIS PARRY, Group director, DirectionGroup
The 50s heralded a new age. For the first time, teenagers had their own fashions and life was more fun. The upbeat feel pervaded every aspect of life, particularly in the exciting new rock'n'roll music that transcended class barriers.
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Making the most of mobile
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
