Branding

New on BMB: Lifestyle Brand Plan

A strategy is the best position for success, and tactics are how you plan to get from where you are to that ideal strategic position. How do you create a plan to build a lifestyle brand? Work backward. You may not have the domain knowledge to know every step. Ask your suppliers and hire consultants. Write action-oriented steps; resources and timing will come later. This can be overwhelming work so take your time.

Branding

New on BMB: Product Titles and Customer Expectations

A product label is what you name your product in to communicate to customers what they are buying. The product label sets the customer’s expectations.

Some industries have set product labels that rank in a hierarchy, e.g., motel, hotel, resort. Marketers can add adjectives to product labels that modify expectations, e.g., performance tires.

Setting an expectation and not meeting it in reality damages a brand. It is common sense that delivering a level lower than expected is harmful, but it is also wrong to deliver a higher level. People are most comfortable when they receive what they were expecting, and a higher level of service is not repeatable because it becomes a new standard. Instead, we want to aim to meet expectations plus add elements of surprise and delight. Just be honest with your product labels.

Branding

In Store Photo Blitz

One of the nicest things about designing for the merchandising industry is seeing the fruits of your labour in store. Most of these pictures are from in store, but all of these (and many others) displays were mass produced. These were the displays I found in store and shot with Read more…