Luxury branding first emerged during the 1920s; now over 100 years later, there has been a vast number of advancements in the world that have elevated this market. One is social media, which, within 20 years, has changed the way the world presents brands. These digital marketing techniques are targeted for all generations, but many new strategies catch the eye of Millennials and Generation Z. These younger generations have a major …

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The beauty industry has undergone significant transformations in recent years, largely influenced by technology, the COVID-19 pandemic, and evolving societal perspectives. As consumers’ needs and expectations continue to rise, beauty brands face the challenge of adapting to these changing dynamics, which can often seem contradictory. In this blog post, we will explore the five contradictions that are shaping beauty industry trends and delve into the various factors that have contributed to …

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If you are responsible for marketing a product or service that is either complex, new to market or invisible to the naked eye then you are all too aware of the challenges that this task presents. What do we mean by a complex product or service? Think data or connectivity, or financial products and services as examples. We find that often businesses fall into the trap of making their prospective …

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Festivals hold great cultural significance for Chinese consumers, but it doesn’t end there. Over the past few decades, a rise in economic growth, increase in purchasing power and changing attitudes have seen Chinese consumers and brands alike embrace festivals as a vehicle to express new social values.  To meet consumers in conversation about the things they care about, festivals have become a strategic platform for brands to immerse themselves in …

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Hi Bennett, it’s a pleasure to talk to you today. I am genuinely excited about reviewing our journey with Fever-Tree and exploring the collaborative efforts we’ve undertaken with their team to drive their global expansion swiftly. Before we delve into that, I would love to hear more about your industry experience and your role at SGK. Kicking off with graphic design & print during my teens, I’ve gone from mounting …

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Branded influencer seeding kits cater to the growing consumer demand for authentic and personalized connections in today’s saturated digital world. This relatively new advertising strategy unpacks creative ways to align brand identity with influencer appeal, strategically capturing and resonating with new target audiences. At SGK, our brand experience experts worked with General Mills on its “The Cereal Man” campaign and seeding kits, which generated metrics surpassing 74 million+ impressions across …

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D2C as a business model has always been around. We’ve seen it from the street sellers who sold door-to-door, knowing us by name and preferences. In current times, D2C refers to brands selling directly to consumers rather of the more traditional approach of selling through retailers.   The D2C business model no longer only represents the value proposition for brands, but now also encompasses the tactics that they have creatively …

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The pet industry has undergone a massive transformation in recent years, evolving into a multi-faceted market that goes far beyond basic pet care. Today, the industry encompasses not only traditional products such as food and toys, but also reflects a broader lifestyle and hobby culture among pet owners. Consumer hobbies and preferences are central to the growth of the pet market, driving innovation and influencing industry trends. Humanisation and its …

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In the fast-paced world of in-store marketing, the ability to cut through complexity and deliver clear, impactful graphics is integral. Getting store-specific solutions to multiple locations on time and on budget is a multifaceted process that can easily become overcomplicated. This post explores how SGK (formerly IDL) uses agility, speed and technology to simplify complexity and sell sleep to our clients. Change Management Ready   In an industry where change …

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In an era where the echo of environmental consciousness resounds louder than ever, our industry finds itself at a crossroads. A cursory internet search sheds light on its key concerns, from energy consumption, water usage and waste disposal, to the environmental demands of paper production. As businesses and consumers alike grow increasingly eco-conscious, the imperative to pivot towards sustainability is not just an ethical choice but a strategic necessity. Embracing …

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