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 …
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 …
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 …
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. …
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 …
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 …
Since 2021, mental health has been placed front-and-center of sporting events across the globe. Most notably, in July of that year Simone Biles cited protecting her mental health as the reason she stepped down from competing in the individual all-around gymnastics final Tokyo Summer Olympics; and Naomi Osaka withdrew from the French Open while publicly identifying the affect that the sport and media challenges have had on her mental health. …
People love their pets. This is neither a surprising nor profound observation, but consumers’ love of their pets is responsible for the largest growth in the pet care market ever seen. The pet care industry has been on an upward trajectory for several years, growing in line with other CPG categories. But as Mintel notes, when the pandemic began, changes in routines impacted consumers’ relationships with their pets. For many …
When a brand goes through a period of rapid growth, taking it from a regionally established name to global status, it can be challenging for the marketing operational strategy to adapt and evolve with the speed required to support this newfound status as a global player. Knowledge, experience, and expertise can be concentrated within the central resources that helped drive the expansive growth in the first place, but …
Healthcare players must recognise consumer shifts and position themselves to optimise their marketing communication models within the virtual healthcare paradigm. Long before the global pandemic accelerated significant changes in our everyday lives, populations were already switching to consumption models that were increasingly available at home and on demand. You need to shop? You have Amazon. You need to eat? Then Just Eat. How about a movie? Netflix has thousands. For …