Strategies for Branding a Merger
The two largest players in the medical reprocessing field merged, and needed to establish new brand perceptions based on the combined equity of both companies.
Latest Entries
Sensory Branding and Communication
Clients often tell us that their previous advertising and brand communications looked great, but did not have the kind of impact they expected. Assuming they had a sound brand strategy in place, what could have gone wrong? The simple answer often is that the non-verbal message being presented was just not resonating with the intended …
Managing Luxury Brand Perceptions in a Global Market
Coach wanted to understand the drivers behind the changes in the Japanese luxury handbag market, and identify a new brand strategy to reinvigorate growth.
CSS Layout: A Good Base
When designing websites for the 21st century you will want to consider using Cascading Style Sheets (CSS). CSS is helping front end developers present users with more visually stunning sites than use to be possible when tables (*gasp*) were used for web layouts. The true beauty of CSS however lies in the capability of having clear, modular, and concise code. The purpose of this post is to dive into CSS by first resetting and then setting new base styles in which to develop with.
Insight Mining and Brand Positioning
The client had filed for a neuropathic pain indication for their anti-seizure medication. While the brand was already being used by some physicians for this off-label, this space was new to the brand team. As a result, they needed to understand the brand’s current image and the image of other pain treatments among key physician specialties.
Marketing Luxury Brands: Appealing to the Luxury Cognoscenti
Luxury brands are becoming affordable to an increasingly large group of people, as the economies of countries like China and Russia create many more wealthy and affluent people. Even in the USA, the number of millionaires has increased dramatically in recent years. What does this influx of nouveau riche do to the traditional luxury market? …
