With the unparalleled embrace of digital during COVID-19, more and more consumer eyeballs have moved online and most markets are more diluted than ever before. Digital advertising costs are quickly rising as the number of advertisers increases and the quality of the...

Ever wondered how retail titans such as Nike have managed to stay relevant over all these years? Or how Disney makes waiting in line for hours magical rather than painful? What these companies have in common is that they place a great emphasis on design, and see it as a strategic tool to help them achieve their business goals. In other words, they use strategic design to dictate their strategy from start to finish.

Many software organisations are familiar with product-based marketing, with shiny lead funnels and sales teams – but in order to truly compete and stand out, you need to think bigger. Leading with a singular product as your brand simplifies your technology to solving a narrow set of problems, rather than creating a better reality for your audience to live in. It means that you are your product, and nothing more – and whilst this is a fabulous idea if your end-goal is acquisition – if you’re wanting to build something bigger, more sustainable and able to evolve with the times – you must lead with brand.

Being a super complex and non-tangible idea or “feeling”, there are many different models and frameworks to help people develop a brand strategy. One framework that is particularly useful during the brand ideation stage is the nine different brand types by Denise Lee Yohn. This exercise defines the nine different types of brands in existence, and how you can bolster your brand strategy by having a clear understanding of where your brand sits.

Purpose washing has been around for decades, however, with consumers becoming more aware of political issues and demanding accountability, trends have shown it has become an increasingly popular marketing tool. We unpack what purpose washing is, and how companies can avoid it.

Brand Archetypes are shorthand ways to reflect an organisation’s values, strengths, and sometimes weaknesses… in a way that is almost personified. The role that archetypes play in effective branding strategy is often overlooked, but it can have a significant impact on how you communicate with your audience and understand the role your brand plays in the bigger picture – in the marketplace, and in the world.

Subject to unpopular opinion, company culture is much more than table tennis tables and Friday drinks at your desk. And in fact, all those (somewhat stereotypical) attempts organisations have been implementing throughout their office refurb, or team calendar usually fall short of anything that is sustainable, or actually inspiring.

The digital age is bringing with it endless opportunities to reach your target customer from dusk till dawn! In fact, 84% of individuals aged 18-29 log onto social media every single day for an average of 2.4 hours. Hours of endless scrolling to making sure your brand stands out amongst your direct and indirect competition.