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The Category Ethnography and Packaging of Energy Bars

When we stumbled upon the energy bar aisle, we couldn’t help but stare. The category is huge and with this sizable amount of high-protein, low fat and gluten-free options comes a lot of competition for the shopper’s attention. How do these brands meet their consumers’ long lists of needs? And how does the functionality of Read more

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When Is a Rebrand Not a Rebrand?

It may sound pithy, it may sound obvious, especially obvious when I consider my audience, but I’m going to say it anyway. A logo is not a brand. It’s the mark of a brand. So when researching examples of a good rebrand, why does the communications community keep throwing me logo redesigns? Are consumers really Read more

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A Monumental Goal for Major League Soccer

Looks like North America’s soccer fever is heating up again. Major League Soccer recently unveiled a new brand identity, titled “#MLSnext.” Not only is MLS gaining new clubs, media partnerships, stadiums, and key players like Clint Dempsey and Michael Bradley, but their crest has been completely transformed. The relatively young league, established only 20 years Read more

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Top Need-to-Know’s Regarding Clear Channel’s Rebrand as iHeartMedia

We know we’re bound to see numerous reviews regarding Clear Channel‘s recent decision to rebrand as iHeartMedia. In case you were considering joining the conversation, here are some key points to remember regarding the rebrand: The company just dropped “radio” from its name two years ago. Clear Channel has 840 radio stations sitting at the Read more

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Why The Best Kind of Customer Feedback is Negative

Most of us don’t go out looking for problems in business. We do our best to avoid them, and when we are unsuccessful, we might try to navigate the quickest way back to business-as-usual. But what if in our rush to get back on track, we’re missing the most valuable lessons for our company’s growth? Read more

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Branding Roundtable No. 4: How Branding Agencies Brand Themselves

The opening salvo in the latest Branding Roundtable describes the industry problem perfectly, as fired off by Veb Anand of Brand Union: “Ad agencies, media companies, digital shops, HR consultants, research houses – all [are] taking the initiative to go upstream and claim brand-building as a value-adding component of their offers… we [need] to differentiate our own credentials and Read more

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These Are The World’s Top 25 Brands You Should Be Working For

When daydreaming about your perfect job, what do you find utterly important in an employer: paycheck, working hours, corporate culture or reputation? Glassdoor, a job and career website, has recently unveiled their list of Top 25 Companies estimated on the basis of Culture and Values. The source of this survey were the employees themselves, and they say that Twitter Read more

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Is It the Message ON the Bottle or IN the Bottle that Counts?

I was prompted to write this article after having seen the image above on a friend’s FB wall. This photograph really portrayed for me the power of this campaign on many levels. Firstly, because of the touching post after having received this very timely, personalised gift from her sister. In addition, the way her “Sis” Read more

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Volvo Fine Tunes its Logo Along with the Premiere of a New SUV

Ever since it was acquired by Geely Holding of China in 2010, Volvo has made a push for more luxurious looks as a special edition to already well-known brand for the safest vehicle on the market. The long-awaited, all new 2015 Volvo XC90 Series was available for purchase only online, and vanished within 48 hours of the Read more

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Are You Selling a Product or a Mission?

When arriving to a company website, it’s safe to assume that the homepage will tell quite a bit about its positioning and goals. Naturally, most for-profit companies will make selling products a primary focus. However, the way in which companies structure their messaging to sell can be quite interesting. Brands often lean towards using one Read more

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