While it may seem intimidating to enter the political arena as a brand hoping to remain uncontroversial for customers, neutrality is no longer an option.  Today, brands are increasingly expected to approach social responsibility with the same passion once reserved only for selling product and making profits. Seeing as businesses have significantly more power and influence than the average consumer, integrating corporate social responsibility into marketing strategies is a crucial way for major positive change to be initiated within our …

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Colour is a complex arena of subtle nuances and inconsistencies; everyone is aware of its importance, but do we ever consider how we can maintain and control consistency of brand colours once they enter the supply chain? As the clichéd saying goes “beauty lies in the eye of the beholder” and with packaging the visual impact of a product is the difference between success and failure. Research reveals that it …

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Content. Do you really know what it is and what it means for your brand? When you think about the customers shopping for your brand, have you considered what that journey looks like? We live in a world overrun with so many different channels, all demanding some kind of content. During that path to purchase, a customer will touch or see your brand a multitude of times and that content …

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Traditionally, luxury beauty brands have strived to strike a balance between providing impeccable service and consumer experience, while retaining brand history and integrity in a swiftly changing market.  One of the biggest changes to the luxury beauty competitive landscape is the rise of “masstige” brands, which market products that are considered premium yet attainable. Pre-Covid their popularity was rising, particularly for Millennials who sought high-end beauty products still within their …

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Now is a perfect time for brands to reflect on how they can better respond to and prepare for unexpected culture shifts. Just four years ago, TikTok was not a part of the mainstream social media landscape. However, after it became globally available in 2018, the app has emerged as a fierce competitor to established social media platforms like Instagram, Facebook, and Twitter, with over 1 billion active global users. …

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Marketing ecosystems in pharma can be highly complex. They can be tightly regulated, involve multiple validated systems and require the participation of numerous internal departments, from engineering to legal to regulatory to marketing, each with different agendas. Multiple approval cycles and supply chain partners are needed to help deliver your products to market. Added to these requirements is a rapidly accelerating marketplace exacerbated by the Covid-19 pandemic. It is no …

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The idea of “brand purpose” has been around for some time but in light of the events of the past year, it has been thrown into the spotlight even more so.    Where 20 years ago the brand-to-consumer communication was very much one way in favour of the brand, the rise of the digital age, and more recently Covid-19, has given consumers a strong voice with brands having no choice …

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