Like many experts in the branding world, we look forward to ExpoWest every spring. It’s a collection of the best and brightest in natural foods, as well as a testing ground for its newest developments. It’s massive and immersive, absolutely deserving of the full four days to see everything.
What does it mean to create a brand identity? A brand's personality, its visual and iconographic language, its communication materials across multiple touch-points...all these things are elements which determine the perception and reputation of a public brand.
As we know, innovation is not about finding a new miracle ingredient, putting a product in an eco-friendly container, or using a trendy typeface for your brand. Instead, innovation is about discovering the meanings behind consumer behavior, trends and translating them into opportunities that will help deliver true value to customers. A few decades ago, buying natural products was synonymous with being an activist. These product choices required a strong commitment to your values because they often meant making a sacrifice: in efficacy, desirability, etc. Natural products were expensive, they were hard to find and on top of that the products underperformed compared to their mass counterparts.
While brands used to be defined by a simple mark, a specific product, or an engaging advertising campaign, the proliferation of digital technology has enabled consumers all over the world to connect with their favorite brands in real-time, across multiple platforms, in new and ever-evolving ways.
For our clients, understanding how these consumer-brand connections may affect their future is what keeps them up at night, and it’s our job to help. Here are just some of the ways that brands are shifting the landscape of consumer experiences, as well as some opportunity areas for brands that are still looking to grow their experiential muscle.
Half a block away from our office in NY a new millennial mecca has opened. The place feels, tastes and visually screams millennial. It calls out to the hipster pilgrims and eternal youth seekers all across New York. The café opened this past June and the crowds started queueing almost instantly. The line hasn’t got any shorter since.
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