SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Jeff Lapatine, strategy director, about brand migration strategies for APAC brands. These days the Asia-Pacific region is seeing a great deal of brand migration movement, with US and international companies seeking a foothold in local markets, and APAC companies seeking a more global presence. These case studies show that the creative use of acquisition, joint venture and licensed names can be effective tools for easing brand migrations.
Examining sporting successes and failures, Philip Davies, president of EMEA, talks about the importance of leadership, cohesiveness and clear objectives when building a brand.
Auckland Castle Trust today announced the appointment of AMV BBDO and Siegel+Gale to develop the brand identity and communications for Auckland Castle, one of Northern England’s most important historic buildings.
This week we were featured in AdAge, The Drum and MarketingProfs.
This week our experts were featured in Digiday, Marketing News and Design Taxi.
The greatest brands make life simple. Think Google, Amazon, or even Dunkin’ Donuts. They cut through the clutter by delivering what consumers want, when they want it, without hassle. By simplifying customer experience in a complex world, these brands win customer loyalty, which drives business results and creates value for shareholders.
Masterbranding, sub-branding, and portfolio branding (or some hybrid of these) are the main options in the brand architecture playbook. But determining which is the right approach can be very difficult. Each approach has its advantages and limitations based on the specific circumstances.
Jo Clarke talks branding, implementation, and the need to get your brand started on the right foot.
A version of this post appeared in CMO.com Marketing is going through a tremendous growth. The possibilities introduced by technology are manifold. In an effort to keep up, we can, at times, lose sight of why these changes make our industry so exciting. In the spirit of Thanksgiving, I asked more than a dozen leading CMOs […]
We continued our discussion about the future of branding during a lunchtime event in Atlanta last week, featuring senior and C-Level marketers from a variety of industries. We concluded this event by answering a critical question—given the challenges we as marketers are facing today, how can we prepare for the future?
What does simplicity mean to a rising star in the world of chocolate-making? In this episode of Simplifiers, we travel to the Lower East Side of Manhattan to visit with Aditi Malhotra, owner and chocolatier at Tache Artisan Chocolates. By marrying solid business instincts with a love of beautiful sweets, Aditi has created a unique brand with Tache—one that thrives on simplicity.