“Brands: well, speak up now!”
A brand is not just the sum of its products or the deals it offers. A brand is a legacy. What is the language of a brand? It is the…
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Brands : how to regain authenticity and regain consumer confidence?
From GMOs to horse meat to mad cow disease, these scandals have marked the history of the food industry. And even if sales always shoot back up once the crisis…
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“Design: the cornerstone of brand leadership!”
The changing consumer environment has profoundly influenced the sources of brand value. Just yesterday, a brand had to be able to represent: by a subtle manipulation of words and images,…
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Premiumisation: why brands are expanding in range
The bet for brands: Premiumise to create value Faced with the rise of private labels, national brands have a choice between two opposite strategies: to participate in the race to…
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“Don’t just point things out!”
To explain its vision, it is not always useful for a brand to say something, if it knows how to show it instead. In an era of consumer distrust, an…
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Promotional packaging: long-term brand strategy or passing trend?
With the Pack & Gift fair just a few days away, it is impossible to ignore the enthusiasm generated by promotional packaging. More than a trend, it is the uprising…
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