What is the purpose of brand purpose?

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As a design agency approaching a new client brief, our first challenge is to get to grips with (or in some cases define) the company’s brand purpose, because this should be at the heart of any communication.

But what is brand purpose?

Simply put, it’s the reason your brand exists – not just what you do, i.e. sell a product, but something you can offer consumers that no one else can.

Most brands offer something very similar to other companies in the same sector, but...

By Simon Wright, 17 November 2016, 0 comments. Categories: Branding.

Avast CMO: How we revamped our logo

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Discovering, understanding and constantly honing your company’s brand identity is essential in today’s fast-moving technology industry. After all, if you can appreciate what your brand really means to your customers, you can always be sure to keep it fresh, relevant and front-of-mind.

Since joining the company in late 2015, one of my first key marketing projects was to look at ways in which we might revitalise the Avast brand, which has been no small feat.

Avast has been...

By Robin Selden, 07 November 2016, 0 comments. Categories: Branding.

The reinvention of brand storytelling in a VR, AR, and AI age

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The last few weeks have been abuzz with news stories across the digital and marketing technology industries, as Dmexco 2016 and the ninth annual Social Media Week London has snatched the headlines of the marketing trade press. From Twitter reclassifying its 140-character limit to Facebook Live taking centre stage at Burberry’s SS17 catwalk show and UAE-based bank, Emirates NBD launching AI robot in-branch assistants, one thing is certainly clear – the way we communicate...

By Dan Staples, 28 October 2016, 0 comments. Categories: Advertising Technology, Branding, Content Marketing.

Why you should put people first with branded content

Nowadays the world is awash with publishers. News and entertainment broadcasters generate content to be disseminated across TV, print, and online; friends and family post personal histories on our social platforms, and of course brands have looked to connect with their audiences in a similar way.

This took the form of advertisements originally, but more recently brands have looked to grow audiences by marketing to the public through content production.

Naturally we react to these different publishers in a...

By Georgina Williams, 17 October 2016, 0 comments. Categories: Branding, Content Marketing.

How tech brands can market to consumers from an unknown sector

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We now live in a world where new technology is popping up left, right and centre, with whole new sectors building and emerging faster than ever before.

But as the pace of technological developments continues to increase, tech businesses can find it hard to market new innovations to an audience that is not familiar with their sector.

For instance, most people now know about Uber and Airbnb, companies that operate in the emerging sector that is the sharing economy. However, according...

By Morgan Young, 07 October 2016, 0 comments. Categories: Branding.

Lessons in building a brand from the former CEO of EE

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Changing a brand or introducing a new brand can be an expensive and risky adventure. It’s an area where the success stories are sparse. 

was lucky enough to lead a team through one of them; the launch of EE. 

Some of the decisions we took go against the stated...

By Olaf Swantee, 05 October 2016, 0 comments. Categories: Branding.

How to avoid brand fatigue and stay relevant

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The relationship between your brand and the customer is susceptible to change. Loyalty is short lived and customers are easily distracted. Unless you keep up with the market’s ever-changing needs and habits, something better will come along and your brand will, inevitably, get dumped.

Where once your brand inspired fond feelings and thrilled its customers, brand fatigue evokes the opposite. It doesn’t happen overnight, but if left unchecked it can damage your business beyond...

By Guy White, 03 October 2016, 0 comments. Categories: Best Practice, Branding, Case Studies.

Why gamification could be the answer to your marketing woes

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It’s not often you leave your office in the City and see suited and booted business professionals immersed in their mobile phones, searching for an invisible object. Nor is it the case that teenagers have been excitable about leaving the house to go on a wild-goose chase, rather than watching the newest episode of Made in Chelsea.

Then came Pokémon Go.

Only a couple a months ago we saw the launch of this viral game and people headed out to the streets in a bid to hunt all the Pikachus...

By Luca Pagano, 30 September 2016, 0 comments. Categories: Branding, Data-driven marketing, Gamification.

Lush, first direct and Amazon top customer experience brand list - but why?

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Financial institution first direct has topped the list of brands which excel in consumer experience in the UK.

KPMG Nunwood’s 7th customer experience analysis report this year took a look at over 280 brands and 10,000 customer reviews to narrow down exemplar 20 companies in the UK who were treating their customers the best.

While in general KPMG says there has been an...

By Rachael Power, 23 September 2016, 0 comments. Categories: Branding, Customer Experience.

DMEXCO: A recap from last week's marketing expo

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If you have not been to DMEXCO (the Digital Marketing Exposition and Conference), it is difficult to describe; colleagues who had been before described it as 'a digital jumble sale' and 'everyone you’ve ever heard of, all in one place'.

All of these proved true on our visit to Cologne last week. More than anywhere else, DMEXCO embodies the continued explosion in marketing technologies and digital capability, with over 1,000 exhibitors from automotive, augmented reality and search, through to...

By Sophie Wooller, 22 September 2016, 0 comments. Categories: Branding.