THOUGHTS & ADVICEALLON ETHICSON HIGH STREETSON PACKAGINGON BRANDING ON ETHICS BEING HELPFUL IS IN OUR NATURE. Rather than make people redundant, Marcello took a pay cut. Then, the partners did. Then everyone did until they got back on their feet. They weathered the storm. ON HIGH STREETS PLANNING FOR HIGH STREET SHOPFRONTS & SIGNAGE NEEDS CHANGE Simplifying planning for UK high streets can help build on their unique charm and character, making the process easier and more inspiring for shop owners. ON BRANDING WHAT CAN BRANDS LEARN FROM RELIGION? Religions were the original 'going viral'. Brands, like religions, thrive on storytelling and emotional resonance. Does your brand? ON BRANDING HOW NIKE DEVELOPED THEIR BRAND CHARACTER. If asked to name a brand with running at the core of its character, chances are you'll say Nike, not Blue Ribbon Sports Shoes or Onitsuka Tiger Shoes. This is why. ON BRANDING,ON PACKAGING OWNABLE OWN BRAND & THE FUTURE OF PRIVATE LABEL. When Lidl and Aldi came along, they didn't adhere to strict, imposing middle-tier own-brand packaging guidelines. They didn't treat toilet roll packaging graphics the same as honey. ON BRANDING NO LOGO? We agree with some of No Logo's content, but not its title. A logo is a tool; it performs a task: 'Notice me, remember me.' ON BRANDING DON’T WORRY IF YOU AREN’T FIRST. Do we all fly in Wright Brothers planes today? Do we listen to music on a Fraunhofer Institute MP3 player? Do we all drive a Robert Anderson electric car? ON BRANDING THE POWER OF 3. When Avis was smaller than Hertz, which was the largest car rental company in the USA, Bill Bernback came up with a campaign based around the slogan 'We try harder'. ON BRANDING WHAT CAN BRANDS LEARN FROM IBM? THINK isn't just a logo, meaningless slogan or marketing veneer. That’s how, in 1969 IBM helped fulfil JFK’s dream of putting men on the moon and returning them safely to Earth.
