We’re taking a page from Dante, who gave himself permission to put anyone he wanted into Inferno or Paradiso. Likewise, we invite you to do the same with brands. Tell us which brands you think are the best and which are the worst. You’ll be able to see how others have voted once you’re done. We think its an interesting exercise in analyzing how brands affect us and how we think of them. So get all judgmental and make your picks.
Archive for the ‘Trends’ Category
We just created this nifty little device for monitoring conversations, tweets, media reports, etc. on certain topics. We call it “The Buzz.” Right now we are monitoring electric cars. And not just the big brands, but rather some of the innovative upstarts. Check it out here. Go ahead, click on a bee and see what happens.
The headline says “Every Bottle Makes a Difference.” Ethos water, acquired by Starbucks in 2005 distributes .05¢ from each $1.80USD bottle sold ($.10 per unit in Canada) to fund clean water projects in under-developed areas. Although sales of Ethos water have raised over $4,000,000 for clean water efforts, and the marketing positioning suggests clearly that purchase of this water will make the lives better for people who make less per week than the cost of the bottle itself, the brand is not a charity organization. 94% of the sale price does not support clean-water projects, but rather the Starbucks bottom line. “So what?” you might say, “Starbucks is giving back.” The founders of Ethos say the brand is intended to raise awareness of third-world clean water issues and provide socially responsible consumers with an opportunity to support the cause by choosing Ethos over other brands. After all, nearly 2/3 of the people on the planet do not have access to clean water, and as global population increases, sources are becoming fewer and fewer.
There is no doubt that the money and awareness Ethos raises is (more…)
Posted in Brand Culture, Brilliant thinking, Misguided Work, This Business of Ours, Trends, Uncategorized, tagged Brand, Branding, new branding model, Pac-Man, Space Invaders, Twitter, unified field theory on March 21, 2009| 3 Comments »
We at ID Branding are constantly in pursuit of breakthrough paradigms on how the world understands and consumes brand. We rely on our branding experts, hand-picked from a broad field of disciplines, to develop innovative new models for vetting by agency leadership. Once these models have been put through intensive intellectual study, they are applied rigorously in the field for months to years with actual brands. Throughout this intensive process, we are collecting, crunching and analyzing everything from established KPI data to the cognitive psychology of consumers. From this, we publish our findings and case studies to share with the branding world.
After digesting our latest model, please share your thoughts with us. If this one doesn’t work for you, then you can read about our other model of Brand Culture. That one does not include Space Invaders.
A popup store recently opened on 5th avenue in NYC as a cobranding attempt between Pantone and Gap, launching limited edition tshirts in various Pantone colors. In particular, they featured Pantone’s 2009 color of the year – Mimosa which is described as:
Mimosa: Optimistic, hopeful, reassuring, warm, cheerful, radiant, versatile.
An interesting attempt for the brand…after many failed attempts (lest we remember the Sarah Jessica Parker endorsement, or the 70s skinny jeans campaign…yikes). This one actually complements the sign of the times and
seems to be a smart, short term move to boost optimism and inspire cheerfulness among dreary consumers. Simple, timely, and smartly executed. While it won’t take their brand to new places or move the mark very far, it’s a nice thought.
Check out trendwatching.com’s overview of 6 key trends for 2009 including:
- Nichetributes (low cost practical tributes to the zeitgeist)
- Luxyoury (In 2009, you define what is luxury)
- Feedback 3.0 (think we’ve reached full transparency?)
- Econcierge (savings are the new green)
- Mapmania (why maps are the new interface)
- Happy Ending (the silver lining of the downturn)