Design Lounge

Companies spend significant investments in creating market differentiation through advertising, promotions and social media. However, most companies do not fully leverage their CEO as a persona for their brands, missing on an opportunity to provide a human touch to what has been traditionally a media driven approach. James Bailey, Principal of Broadgate Communications in Toronto, has worked for some of the leading CEOs and will be sharing his thoughts on how to leverage the CEO as the face of the brand.

The video webinar is supported by a PowerPoint and features guest, James Bailey, a seasoned communications executive, strategist and speechwriter\editor and Principal of Broadgate Communications in Toronto. The session was hosted by Jean-Pierre Lacroix, President of Shikatani Lacroix. This 35 minute Video Webinar covered the following:

* Defining the role of the CEO as the face of the brand
* What is the role of an executive communications manager
* Considerations for how to best manage the relationship with the CEO
* How to integrate social media and overcome some of the legal issues

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Place branding is an important means of heightening consumers’ awareness of their spaces and of distinguishing one venue from another. Whether through graphical application, technology, or traditional wayfinding techniques, navigational tools and wayfinding systems establish the feel of a place and a brand, directly impacting a visitor’s first impression and overall experience. Signage and design also directly contribute to place branding because they can provide a preview to all the experiences the space has to offer. Done poorly and visitors become frustrated and disconnected; done well, and wayfinding can reassure visitors while providing them with additional information and a positive brand experience.

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Digital Signage has been populating the marketplace slowly but surely; most likely, you have seen it everywhere you go. At the airport, in hotels, at the major grocery stores, at the biggest retailers—the mere fact that you’re aware of Digital Signage proves its effectiveness.

Due to the flexibility of the medium and its relatively new state in the marketplace, it is easy for a first-time user to get overwhelmed by the ins and outs of implementing a Digital Signage Program. We have created this white paper as a primer to guide you through what you need to know before embarking in this program.

We will cover the following topics:
1. What is Digital Signage?
2. Why Leverage Digital Signage?
3. What are the Advantages?
4. Research and Statistics
5. Steps to a Digital Signage Program
6. Who are the vendors?
7. Trends in Digital Signage
8. How several industries have Leveraged Digital Signage

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Promotional packaging has become one of the most effective marketing tools for the package goods industry as the cost of media and other communication vehicles skyrocket and the range of offerings at retail explode. For marketers, the key question is “Are you getting the most out of your onpack promotional activities?” Package flashes are one of the most effective tools to communicate a key consumer value message; however, few organizations understand the most effective ways to design promotional flashes on packaging.

The following questions will be answered in this document:

• Identify how consumers interact with packaging and on-pack communication.
• Define how to best leverage this learning for the use of promotional on-pack communication, namely:
  • To explore the relationship between the positioning of copy and pictures on different sides of a pack, and the recall of those elements
  • To define the best way to leverage promotional on-pack flashes
  • To identify a series of rules that could be applied to packaging by their packaging and promotional agencies

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By definition, a trend is a general direction in which something tends to move; or a gradual change in a condition, output, or process over time. A trend is very different from a fad. A fad is defined as a short-lived movement, usually lasting only a few months. A trend, on the other hand, can potentially become a long-term influence on the future of a market. A fad and a trend may resemble each other at first, but there is usually a definite life span to a fad, whereas trends tend to grow and evolve over time. For example, the use of hot pink wall paint may be a fad, but the idea of using designer colours would be a trend.

The points raised in this presentation will identify the current trends that are most likely to have an enormous impact on consumer packaging in the years ahead. These trends include:

• Sustainability: increased emphasis in all areas – recyclable containers and recycled materials.
• Aging population: portion control and easy-to-open packaging.
• Safety: tamper-resistant dispensers and closures.
• Accessibility: convenience and portability.
• Design: clean, simple design that will stand out on-shelf.

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Social Media has exploded in the past year, and it seems that everyone is getting on board. Whether you are familiar with Social Media or not, you have most likely used it yourself, know someone who is using it, or at the very least have seen it. For many non-profit and small businesses Social Media is particularly appealing since it is very cost-effective. However, it is just as beneficial for larger organizations that want and in many cases need to be more personal and accessible to their consumers.

When combined with a solid product or service, Social Media efforts can have a strong impact on strengthening an organization’s brand and image. When used correctly, the return on investment for time spent building relationships, creating a community, and connecting with consumers can be huge. But what exactly is Social Media? Is it a fad, a tool, a gimmick? Just because Social Media tools are free does not mean they should be used without a solid understanding of their capabilities. Before you get started with Social Media, you will need to understand exactly what it is and how you are going to effectively leverage it.

Therefore, the following topics will be covered:

1. What is Social Media?

2. Why Leverage Social Media?

3. Where is Social Media Heading?

4. Research and Statistic

5. Different Types of Social Media

6. Trends Driving Social Medi

7. How Companies Have Leveraged this New Tool

8. Steps to Take to Leverage this New Tool

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