Articles

As we run into the festive season, the most common things to comment about in a piece like this, would generally involve the overuse of Santa in Christmas packaging and displays or how to best stand out in this holiday chaos in retail. But instead I find myself...

Known for their love of selfies, social media and smartphones, Millennials are often portrayed to be entitled and selfish. But are Millennials really all that bad, or are they just misunderstood?

In a year where we’ve seen White House communications director Anthony 'The Mooch' Scaramucci last only 10 days in his newly acquired role and Coca-Cola’s ‘Coke Life’ brand being dropped from Australian shelves after an extensive launch only 2 years ago, you may be...

Whether you’re a brand marketer or a business owner, there is one thing that you are aware of – reaching your consumers is becoming increasingly difficult. In this modern world we live in we are faced everyday with media saturation and with the growth of social media...

Just last week I was sitting across from a client who was talking me through the astounding percentage of shoppers who were leaving the aisle where his products were stocked in store without purchasing anything. Unfortunately for brand owners, this is not an uncommon story. It happens across multiple categories and across multiple channels. Shopping has become a very confusing, labour intensive exercise.

One of the inherent characteristics of a challenger brand is the mindset of believing that if it’s perfect, you can make it better, if it’s broken, you can fix it and if you’re not growing, you’re not changing.

In his book, Eating the Big Fish, Adam Morgan speaks of some of the fundamentals of success for Challenger brands. He states, “Since a Challenger has fewer resources at its disposal than the Brand Leader it is at least indirectly taking on, it needs to make sure...

With the increasing access to instant information media consumption continues to become more fragmented, meaning that it’s harder than ever to find the best way to communicate with consumers. Because of this, effective packaging is crucial for a brand’s success and is much more important than just a physical shell to contain or protect the product. Here we consider the importance of packaging design for challenger brands.