Have you defined your brand purpose?
Here at ECHO we believe that purpose should underpin everything that a brand does. We were invited to participate in Marketing's series of Brand Design Essays for the October edition of the magazine.
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At ECHO, we don’t have a fixed process. Because set processes create prefabricated solutions to standard problems. It’s not problems that we face, but challenges. And every one of them needs a new, bespoke solution. But to get there we need something to guide our ideas...
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Simply slapping a logo onto a pack is a dangerous game- this appropach can jeopardise a brand's integrity, resulting in confused or alienated consumers.