THE DEMISE OF THE DISPOSABLE SOCIETY- Light-weighting and recycling consumable products are ultimately not the only solutions to waste elimination. We need to move from a disposable society to a retention one by developing high quality durable products that consumers will want to keep for a long time.
There's one meaning that semiotics doesn't seem to be able to unravel. Much to my frustration.
The time has come to create branded content designed specifically for the digital retail space.
To the horror of the rest of the world, Burger King Japan is rolling out an entirely black burger: black bun, black sauce- even black cheese.
Brand design artwork is the unsung hero of the design chain, yet the consequences of print oversights can be commercially devastating. So next time you’re thinking about the value of your agency’s production team, consider these 4 reasons why they could be your most (under-) valued brand guardian.
ADVOCACY OVER ADVERTISING- The surfeit of advertising media means it is no longer possible for big brands to dominate channels. Instead, everyone must strive to build consumer advocacy by crafting unique, relevant and engaging product experiences that consumers will want to talk about.
They say that big is beautiful. But there’s no doubt about it; in the world of FMCG, packs are definitely getting smaller.
A differentiated physical presence could add a competitive depth to any brand.
For some, shelf-ready packaging is not a priority. But there are others who view it differently, believing SRP works well with pack design. By Simon Creasey, Packaging News.
ECHO's wonderful illustrator James has designed the most recent addition to Joe's range of tasty gourmet teas.
Amber reveals all!
In a faster moving market place than we’ve ever experienced, with copycat brands hijacking previously ‘owned’ spaces and innovation pipelines driving the constantly unsatiated consumer; only the strongest of brands can survive. Great range architecture is, undoubtedly, the foundation on which to build longevity.
Whether you’re a an everyday tea, mid-range hotel, or the biscuit barrel standard, you’ll sit somewhere between the extremes of luxury and ‘basic’ where consumer expectations are clear: over deliver or, just deliver. But the heavily populated middle-ground is now straining under the weight of mediocrity and without a robust and unique brand positioning, consumers risk feeling short-changed or, at worse, nothing for your brand.
The surfeit of advertising media means it is no longer possible for big brands to dominate channels. Instead, everyone must strive to build consumer advocacy by crafting unique, relevant and engaging product experiences that consumers will want to talk about.
Dunnhumby’s recently published report, The Convenience Experience(1), confirms a trend that’s been looming large in retailers’ minds: the inexorable rise of the Convenience Store format. So what do FMCG brands need to consider in designing appropriately for the C-Store?
"Great advice and a great studio atmosphere- win win!"
Design graduate prints his CV on a four-pack of beer to land dream job.
"I was able to learn and understand the strategic process used by ECHO..."
Vending machines have great potential as a new way for brands to connect with consumers, but there is a fine line between brand activation and empty publicity stunt and brands must be careful.
In 2009, craft brewers BrewDog opened their business to public investment, offering shares in a project known as 'Equity for Punks'. I'm one of more than 14,000 members and true to the brand, their AGM proved to be unlike any other.