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. This presentation covers the role of the CEO as the key image of the brand and how executive communication can help shape the right brand image.
Adversity in the capital markets has identified the vulnerability of the current business approaches of some of the largest Fortune 500 corporations, leading to the demise of well-established brands and organizations. However, this market adversity has also brought into focus companies that have not only been able to survive in this era of uncertainty, but actually prosper.
“Digital waylearning” is the evolution of wayfinding, fuelled by the advent of digital technology and the heightened need for rapid and personalized information in a world of terrorist threats, H1N1 fears and Amber Alert messages. Due to the flexibility of digital wayfinding and its relatively new state in the build environments, it is becoming a critical influence in wayfinding programs.
Place branding is an important means of heightening consumers’ awareness of their spaces and of distinguishing one venue from another. Navigational tools and wayfinding systems establish the feel of a place and a brand, reassuring visitors while providing them with additional information,directly impacting a visitor’s first impression and overall experience.
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.
RGD “Mighty” Presentation
Mr. Lacroix was invited to speak to the RGD DesignThinkers conference in Toronto on November 2nd on the principles of running a design consultancy. The following outlines the notes from the presentation.
Jeff Hirsch is the Founder and President of The Right Brain Studio in Studio City, California. He is an accomplished marketing innovator and highly skilled moderator. His business-building strategies and new product ideas have touched the vast majority of the U.S. population and generated hundreds of millions of dollars in revenues for prestigious consumer-oriented companies.
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 and learn the best approaches to optimize their effectiveness.
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.
The market downturn has only emphasized the need for focused and engaged employees who clearly understand and live the brand promise. A lot has been written about employment branding but little has been written on the role of visuals to help shape and define employee perspectives and their need for a sense of belonging and self-esteem in an organization. Gain an strong understanding on the role of visuals and how they can ensure employees can understand and retain key information.
Mr. Jean-Pierre Lacroix, President of Shikatani Lacroix was invited to speak this fall at the DesignThinkers ’09. It’s there 10th annual international conference focusing on the role of design in shaping business, society and the future health of the planet. Conference to be held in Toronto on November 3rd and 4th.
Shikatani Lacroix (SL) conducted research in the consumer-packaged goods (CPG) and retail sectors to answer the critical question “What is your level of activity in sustainable design?” The research set out to understand the level of awareness of current and future initiatives within organizations regarding sustainable design. The study was conducted in North America with over 190 companies and individuals participating.
We have identified some of the industry leaders as it relates to research and consultation. Please visit the various websites to learn more on how they can assist your business needs.
This section is devoted to sites you can use for research or as a source of knowledge form branding to marketing and research.
Looking for a design firm, visit the various databases that identify design firms from around the world.
Browse through a wide range of design associations and organizations to gain insights to the various types of design professionals in addition to relevant information on design.
There are many books I have read that provided great insights and expanded my knowledge of design and branding. I have outlined just a few for your review.
Making the purchase decision easy and the communication focused for the consumer today is paramount. Learn from this branding session how to focus on the right hierarchy of communication and brand touch-points that helps customers shop the category and build loyalty.
With the advent of sustainability, companies have a new opportunity to leverage their innovation processes. However, our market review has indicated that most firms have not fully embraced the power of innovation.
Defines the next big movement in building brand loyalty and consumer engagement. The session covers the consumer shift in the marketplace and how they engage with brands. This session is supported by a very thorough book titled “Belonging Experiences…How to Create Engaged Communities”.
This session will cover ten tips and useful resources that will help you accelerate your sustainability initiative. Learn from some of the best how you can make green design an integral part of your packaging strategy.
Social media is new and ever changing. Those organizations that have embraced this emerging communication tool have both benefited from its kinetic energy while also having to respond to transparency and a vigilant network with a global platform to rant.
Since packaging is one of the marketing corner stones of most consumer package goods organization, the need to clearly understand the impact on sales and ROI has come to the forefront of discussions as part of companies annual operating planning process.
Learn why packaging should be the last budget item to be cut and how to build a case in raising the importance of packaging within your organization.
Promotional flashes are one of the most effective tools to communicate a key consumer value message but very few organizations understand the most effective ways to design promotional flashes on packaging. This session helps to explain how to leverage the power of your promotional on-pack messaging.
Wayfinding has existed since man identified a need to find his bearings as he travelled for food, shelter or safety. In architecture, Wayfinding also refers to the user experience of orientation and choosing a path within the built environment, and to the set of architectural and/or design elements that aid orientation.
Participate in a range of webinar sessions that will provide some additional learning.
The art and science of branding is why consumers take notice of some services and not others. Every service, just like every personality, has its distinguishing characteristics that needs to be communicated in a consistent and highly differentiated way.
The real challenge is to have a clear understanding on why a consistent brand image and message is critical to how consumers perceive your products or services and how this consistency leads to purchase intent.
The need to develop a clearly defined MOT is emerging as a key competitive advantage for marketers wanting to gain strong customer loyalty and a clear point of difference in the marketplace by converting customers to advocates for the brand.
The word engagement defines the action of being committed, to occupy a presence, to attract or cause someone to become involved. For marketers, the word clearly defines the level of brand loyalty and repeats purchase, the true measures of the health of a brand.
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, you will need to clearly understand how you are going to leverage one of the most powerful tools.
The Business of Graphic Design: A Professional’s Handbook is the first and only comprehensive Canadian guide to maintaining a graphic design business. It covers professional business management as it applies to graphic design and the maintenance of a graphic design business.
What trends will impact business and how can organization take advantage of these insights?
This article explores major factors that will be shaping business today and well into the future in addition to recommendations.
Understanding key factors for how culture impacts global branding efforts.
This is the underlining premise of this white paper which we will attempt to identify some important considerations and strategies for successful global branding.
