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Building a Successful and Responsible Brand

Many organizations have engaged with the idea of sustainability. They recognize that it can reduce risk, make them an attractive employer and help enhance their brand image. Some like Unilever, certification company DNV GL and the Sri Lankan brand, Dilmah Teas have gone further and integrated the idea of sustainability into everything they do. We define these as brands with a conscience – brands that go beyond treating sustainability as an added extra and see it as their reason for being. These brands recognize that they cannot exist independently of the world, but rather have a responsibility to miminise the...

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Darren Bridger shares his 5 key tips on neuro design

Neuro Design is a new field that applies research findings from the mind sciences (such as psychology and neuroscience) to understanding how we respond to design and visuals of all kinds. Scientists and researchers have learned a lot about how our visual brains work, and these can be applied to helping designers, marketers or anyone who creates images for work or the web. New book, Neuro Design, describes in depth a number of design principles that have come from this new wave of mind-science research. Here are five examples that you can use to make your designs more appealing to your...

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Traps To Avoid When Creating Your Audio Brand

Laurence Minksy and Colleen Fahey, the authors of new book Audio Branding: Using Sound To Build Your Brand, identify the key traps to be aware of when creating your own audio brand.  Music is so good at stirring up emotions that sometimes, it can get in its own way. This is especially true when your goal is to create an audio brand that delivers a meaningful and differentiating brand position. As a result of this, there are some key traps to be wary of on your journey to creating a powerful audio brand. Your audio brand should, no, must, help...

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The Great British Bake Off and the Value of a Brand

Charlie Mawer, Executive Creative Director at Red Bee, Discusses the Hit Show's Move to a Rival Network Like everyone with passing interest in the business of television and the right consistency of a Battenberg, my social media timeline has been full of debate about the sale of The Great British Bake Off (GBBO) to Channel 4. Having recently co-authored a book on the role of brands within the broadcast media, The TV Brand Builders – how to win audiences and influence viewers (Kogan Page 2016), many of the implications seemed to chime with a couple of major themes we grappled with in...

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Rethinking Prestige Branding: The Need for Truth

Wolfgang Schaefer and JP Kuehlwein, co-authors of Rethinking Prestige Branding: Secrets of the Ueber-Brands, explain the how prestige brands must start with a central truth which permeates the whole brand culture and manifests itself in everything the brand does, from direct marketing to the retail experience. Rethinking Prestige Branding examines the successful development and promotion of prestige brands, explaining not just how they're sold but how consumers respond to them. For more details on the book and exclusive access to a free sample chapter, visit https://www.koganpage.com/product/rethinking-prestige-branding-9780749470036

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