Tag Archives: brand


Industry News: Brand Marketing Trends for 2018


Dr. Robert Passikoff
founder and president


“Legends of prediction are common throughout the spectrum of mankind. Gods speak, spirits speak, and computers speak,” author Ursula Le Guin wrote. What she missed, however, were consumers. Consumers speak too. Volumes if you know how to listen.


Predictive brand loyalty and engagement metrics allow marketers to more accurately decipher consumers’ words, emotions and expectations, aspirations and inclinations, propensities and passions. And all those allow us market researchers to predict behaviors in the marketplace, which Brand Keys (www.brandkeys.com) has been doing for over two decades..


This year’s insights are based on over 100,000 consumer psychological assessments that measure the direction and velocity of category values 12 to 18 months in advance of the marketplace. That permits us to identify future trends with uncanny accuracy and we offer up 11 trends that will have direct consequences to the success – or failure – of 2018 branding and marketing initiatives.


1) Value Will Become What the Consumer Says It Is
How consumers define “value” will get more complex, and only the consumer will be able to tell you why they buy the way the do. Any appearance of ubiquity will create trouble for brands seen to have no authentic meaning or emotional resonance to engage consumers. The consumer “voice” will be more important that ever! Learn how to listen!


2) Establish A Brand Surrogacy
Brands will increasingly need to become surrogates for “value” based on what’s wrapped up in the brand promise and what consumers believe the brand means to them. In the consumer-owned, digitally-driven marketplace accomplishing that only gets harder. Brands will have to work much harder to avoid reliance on price-points.


3) Consumers Will Only Expect More (and More)
Over the past five years cross-category consumer expectations have increased 28% while brands generally keep up by only 7%, leaving a big gap between what is desired and what is delivered. Expectations will continue to increase. The ability to accurately measure unarticulated expectations will become critical for brand stewards.


4) Consumers Will Talk to Each Other Before Talking to the Brand, More and More Often
Social networking outside of the brand space will continue to increase as consumers become more and more comfortable with their power to get what they see as the truth from total strangers. Brands will have to drive positive feedback in the virtual world like never before, necessitating a deeper understanding of their categories – particularly the emotional aspects– than they currently possess.


5) The Funnel Will Continue to Flatten
What marketers call the “purchase funnel” has morphed into a “path-to-purchase,” and will become an extraordinarily category-specific “multi-path-to-purchase.” Content and communication with the right platforms in the right way will become the only way to create emotional engagement, which happily, always comes with significant brand profits.


6) Real Differentiation Will Become More Emotional
Differentiation will remain critical to brand success. Every marketer nods at that, but it’s just getting harder to achieve. While true innovation will continue surprise, increasingly differentiation will be dependent upon what the brand is able to offer consumers emotionally.


7) The Need For Emotional Engagement Will Not Be Going Away
Engagement is how consumers do business with you. Period. Marketers will need to continue to use the right platforms, programs, messages, and experiences to connect but brand engagement will be the ultimate objective that will guarantee future growth and customer loyalty.


8) The Ability to Distinguish Between Engagement and Entertainment Will Be Critical
Entertainment is the action of providing amusement. It’s a nice way to get consumer attention, and it’s fun, but it doesn’t guarantee engagement. Real engagement is the consequence of any marketing or communications effort that results in an increased level of how well your brand is seen by consumers to meet their very high expectations. See Trend #3.


9) Brands Will Need to Get More Emotional
(See Trends #6 and #7) If it makes your marketing folks feel less anxious tell them emotional engagement can be entertaining. Successful brands will need to identify which emotional values exist in their category first, and then worry about the entertainment factor.


10. Visuals Will Need to Enthrall the More Visually-Literate Consumers
Today’s consumers are more visually literate and agile than ever. Video will dominate social. Major platforms and social networking apps will need to improve feed quality and add interactive features.


11. You Won’t Be Able to Take Your Eye Off the Brand
Increased consumer expectations will come with a greater sense of commoditization. You may be known, but you will need to be known for something meaningful and important to consumers. This is already true for Baby Boomers and will be something you’ll need to worry about for Millennials.


Accommodating these trends will require changes in the way companies measure, manage, and market their brands. Yes, change can sometimes be terrifying, but change is, more or less, another chance. But if brands ignore these trends, it could very well be their last chance, as our What Happened? recording series proves every year.


One final prediction
The best way brands can manage change will be through validated and predictive loyalty and emotional engagement metrics. Such data can help marketers to accurately hear and interpret the voice of the consumer.


We wish brand stewards everywhere an accurate, engaging, and profitable 2018.


About Brand Keys:


Brand Keys is a world leader in brand equity, loyalty and emotional engagement metrics.


These metrics have been validated to be the most accurate brand assessments and benchmarks available for brand evaluation, architecture, tracking, media optimization, and strategic communications research applications. Brand Keys metrics are predictive of future in-market behavior. Independent validations have shown these assessments to to correlate highly (0.85+) with positive behavior, sales, and profitability.


Brand Keys’ independently validated research approach fuses emotional and rational aspects of the category where your brand competes and identifies the four behavioral drivers for the category-specific ‘Ideal.’ In addition, they identify the values that form the components of each category behavioral driver. These validated assessments measure how well brands are seen to meet expectations that consumers hold for each path-to-purchase driver that makes up the Ideal for a specific category.


The research, a combination of psychological inquiry and higher-order statistical analyses, has a test/re-test reliability of 0.93, and results generalizable at the 95% confidence level. It has been successfully used in B2B and B2C categories in 35 countries.


Dr. Passikoff can be reached at robertp@brandkeys.com or 212.532.6028







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Branding Spotlight: Globbing




The brand: Globbing is a lifestyle liberator that makes all that the world has to offer easily available. It is a disruptively radical start-up in the area of shopping, based in US and operating in the US and European markets. Globbing, for the first time ever, makes shopping online at American or European stores a viable possibility for people based in countries where shopping and traditional shipping options are limited.


The project: It was a very challenging and exciting experience. Since Globbing is an international project with a unique profile and revolutionary impact on the market, it required involvement of various international experts at different stages. In cooperation with our colleagues from the US, Maeutica came up with a logotype supported by a corporate character: a giraffe, as a part of brand visual identity. The choice of this mascot illustrated the unlimited opportunities Globbing offers to its customers: the giraffe is an animal with a unique ability to reach out to anything he wants and make those things easily available for the shoppers. Apart from being a part of the visual identity, the giraffe also allowed a wide space for gamification and functional use on the website.


Client: Globbing
Art Direction: Anna Margaryan
Brand Identity/Mascot Design: Hovhannes Papoyan
Project Director: Marina Ghazaryan
Photography: Arnos Martirosyan
Service: Brand visual concept, brand mascot, corporate style, business documentation design and communication materials design
Category: Shopping





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Packaging Spotlight: Nake Brand Packaging


Designed by
Goiânia, Brazil

Created to accompany the new consumption habits related to nourishment, Nake brings its product’s final purpose within its identity: Purity, simplicity and function. The project aims to bring personality in its communication to accomplish distinction in the segment of cold pressed juices, given the concept of purity and simplicity we developed the verbal/visual speech having the packaging as its main touchpoint. Objective cleanness which transmits how sophisticated the product’s preparation is, while still being perceived as friendly and natural.










Creative Direction / Design: Braz de Pina & Rodrigo Francisco
Strategy/Naming: Luís Feitoza
Support Design: Murilo Pascoal
Planning: Andrea Montoro & Rodrigo Lopes
Print Finalist: Flávio Forzany
Product/Still Photography: Edgard Soares


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Design Spotlight: Award-winning Logo Drives Launch of Lifestyle Brand Dedicated to the Natural World



Rooted in a 125-year old, pioneering ranch in Western Colorado, Stoner Ranch's new lifestyle brand of apparel and accessories features an award-winning logo design by Boulder-based Victors & Spoils




Boulder, CO (January 21, 2015) - Drawing inspiration from its namesake, Stoner Ranch
& Co.
has launched a new lifestyle brand that celebrates Colorado’s pioneering spirit
and our connection to the natural world.

The brand was founded by the owners of the real Stoner Ranch, a 125-year old landmark in the San Juan Mountains near Telluride, Colorado. The ranch is bordered on three sides by U.S. National Forest Service lands with 1.5 miles of riverfront along the Dolores River where the owners have done extensive riparian restoration and wetlands creation for nature's benefit. An additional 320 acres encompass the historic Stoner Ranch Ski Area 1948 - 1984 where the northern slopes remain open for skinning and the rest of the acreage is devoted to grazing cattle. A perfect blend of outdoor recreation and a working ranch, Stoner Ranch is the quintessential Colorado experience.

“Stoner Ranch is a place, an idea and a way of thinking,” says Don McLean, Founder of
Stoner Ranch & Co. “It’s a place with wild roots and unrestricted thinking; it’s wide open
spaces and open minded. The Stoner Ranch brand is dedicated to the ideals of the old
frontier and the new frontier we are living in now. And, it’s our mission to support the
causes we hold dear through the sales of Stoner Ranch & Co. products.”


Victors & Spoils of Boulder, CO, was tasked in creating the brand. “Our goal was to redefine what it meant to be a “stoner” without using stereotypical imagery we typically associate with marijuana culture,” said the company. The agency hit the mark and was awarded the Art Directors Club of Denver 2014 Logo Development Award for the Stoner Ranch logo. "The use of the bear in the logo really defines who we are," says Mclean of Stoner Ranch. “The bear gives us permission to engage in unrestrained thinking. The pipe is a reminder to be deliberate, to take our time, and to remember we’re not revolutionary or radical. That our ideas may differ from the status quo, but they are always grounded in thoughtfulness and sensibility.”


In launching Stoner Ranch & Co.’s brand new website, the company features a line of high-quality, Econscious and American Apparel shirts, hats and hoodies as well as commemorative coffee mugs and pint glasses.





Support, wear and share Stoner Ranch & Co. products. Available online at
www.StonerRanch.co and coming soon to select retailers. Retailers seeking wholesale
information should contact Don McLean at 970.708.3939 or don@StonerRanch.co.



About Stoner Ranch & Co.

Drawing inspiration from its namesake, Stoner Ranch & Co. is a new lifestyle brand that
celebrates Colorado’s pioneering spirit and our connection to the natural world.
Founded by the owners of the real Stoner Ranch, a 125-year old landmark ranch and
historic ski area in the San Juan Mountains near Telluride, Colorado. The brand’s
award-winning Stoner Ranch and Co. logo designed by Boulder-based Victors & Spoils
adorns the company’s clothing and accessories line. Products are available online at
www.StonerRanch.co. For wholesale contact Don McLean at 970.708.3939 or
don@StonerRanch.co. For Western Slope, contact Tim Kohl, Co-founder of Stoner Ranch & Co., tk@stonerranch.co, tel 970.846.5073.


















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Packaging Spotlight: Stripped All Natural Personal Care Brand

Branding of an all natural personal care line.
Designed by:
  • Project: STRIPPED Brand
    Description: The purpose of this project was to come up with my own unique line of all natural personal care products and brand it in an interesting and appealing way for the public. 

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Hornsby’s New Brand Identity Helps Cider Become Mainstream in the U.S.

Following its recent acquisition by C&C Group Plc, the hard cider brand Hornsby’s refreshes its brand identity and packaging with a goal to break down barriers between beer and cider drinkers and popularize cider in the U.S.

Blue Marlin New York, the agency behind the redesign, has developed the visual concept called “The Outcider” that reflects the Hornby’s brand attributes, such as bravery, independence and fearlessness of being different, while captures the spirit of adventure inherited by the  founder George Hornsby.

The Hornby’s brand icon rhinoceros, as well as the overall look and feel of the brand, have got a complete overhaul, which is believed by the designers and the brand owner to revolutionized the cider category.

Photo: New Hornby's package design

Photo: New Hornby’s package design

Full Article @ Popsop

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Brand Spotlight: Project 7




Their Mission

For much of Tyler Merrick’s life he has been a successful entrepreneur and benefactor for good across multiple platforms and organizations. Yet in 2008 Tyler found himself at a professional crossroads wanting to help more people through his business endeavors and be a catalyst for change in a continually inward consumer centric culture.

The answer was simple…“products for good”!

“If people are going to buy things. Lots of things. Then let’s use those things they purchase to help change the world around us. Let’s make everyday products for everyday people to solve everyday problems around the globe.”

In 2008, Tyler Merrick became a Social Entrepreneur and Project 7 was born; a company dedicated to making “Products for Good.”



We make everyday products that give back to seven areas for good around the globe.



Products for Good.
We exist to do good around the globe. We make everyday products like bottled water, gum, mints and coffee that everyday people can buy. For every purchase of a Project 7 product, good is done in seven areas of need
Feed the Hungry, Heal the Sick, Hope for Peace, House the Homeless, Quench the Thirsty, Teach them Well and Save the Earth.



To ensure everyone around the globe has access to fundamental human needs for a healthy life.


Visit www.project7.com



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Freshness and convenience more important than store or brand loyalty

Supermarkets have spent decades catering to the needs and wants of baby boomers, and now the millennial generation is disappointed with what they're finding at traditional grocery stores, and are shopping elsewhere in greater numbers.

In fact, a new market research report called Trouble in Aisle 5 reports that millennials buy only 41 percent of their food at traditional grocery stores, compared to the boomers' 50 percent.

Instead of buying the same brands from the same store every week like their baby boomer parents or grandparents, millennials, or those born between 1982 and 2001, value convenience and freshness over brand or store loyalty, the report says.

The study, a survey of 2,000 adult grocery shoppers in the U.S., was conducted by Jefferies, a global investment bank, and AlixPartners, a business advisory firm.

Differences may stem from the millennial generation's inclination to multitask, even at the supermarket, the report suggests. These results mean that the new generation expects food to be very convenient, but they also don't want to compromise freshness or value.

"Millennials, generally speaking, are not a one issue generation. Natural and organic, flavor, and convenience mean a lot," says Scott Mushkin, Managing Director of Food and Drug Retailing at Jefferies.

And above all, convenience is key. Grocery delivery services, convenience stores, and online retailers are becoming increasingly important food sources for the latest generation of shoppers.

Full Article @ NPR

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New drink brand LOL is launching in the UK

Aimed at teenagers, the lightly sparkling drink is a blend of 75% fruit juice with 25% carbonated water, which can be consumed straight from the can or over ice in a tall glass.

LOL has been created to offer teenagers a drink that contains ‘one of your five a day’, as every can has a portion of fruit juice, also aiming to make it appealing to parents.

In addition, the drink contains no added sugar, no artificial sweeteners, no artificial colours, no preservatives and no caffeine.

LOL has been created to appeal to teenagers

With an RRSP of £0.99, LOL comes in a single serve 250ml can and is available in three flavours:

O Ranj (Apple and Orange)
Razz Bri (Apple and Raspberry)
B Current (Apple and Blackcurrant)

LOL is produced by H.J.Heinz Company and Ali Wilkes, Marketing Lead for LOL said:

“We’re really excited about launching LOL to the UK market.

“We know that the taste, fizz and fun packaging really appeal to teens.

“Parents are also reassured that LOL can offer their children ‘one of their five a day’.

“We hope you will join us in looking forward to a summer of LOL!”

Furthermore, LOL will be sampled to over 300,000 teenagers this summer, ranging from high profile events such as T4 on the Beach and Rockness, through to shopping malls and beaches, as part of an event sponsorship campaign.

The campaign will also be supported with social media activity and print media advertising.

Point of sale will be available to retailers to drive impulse purchase.

For more information click here to visit the facebook page.

Full Article @ FDIN

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Chobani Yogurt’s Success Starts Where a Giant Left Off

For Chobani Inc. May might as well be national yogurt month.

Not only did the Greek-yogurt maker announce its first-time sponsorship of Team USA athletes during the London 2012 Olympics, it learned that Chobani is rated as the top yogurt brand in the U.S., according to Harris Interactive's 2012 Harris Poll EquiTrend study. Then, this week, the Small Business Administration named the company as its 2012 Entrepreneurial Success award winner.

Here's why the accolades have been flowing in. After launching in 2007 out of a shuttered Kraft plant, the company -- which started with five employees let go from Kraft -- now has more than 1,200 employees. Chobani, based in New Berlin, N.Y., also has roughly $1 billion in annual sales and ships 1.5 to 1.7 million cases of Chobani to grocery stores across the U.S. each week.

Full Article @ FC

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