Posts Tagged ‘branding’

Type: Articles & Papers | 1,402 views

Leveraging the Human Side of the Brand Using a Sense of Place: Case Studies of Craft Breweries

A review of more than 1000 craft breweries, this paper from Victoria University, Melbourne, explores the importance of myths, folklores and heroes in humanizing craft beer brands. Such approaches are found to strengthen the emotion connection that such brands have with consumers.

Type: Insights & Ideas | 3,983 views

The Experience of Color

Though plenty has been written about the affects of color in packaging and the symbolism tied to its use in branding, what is being done about the individual experience of color specific to time and place? With companies expanding globally, yet audiences demanding increasingly personalized goods and services, how do brands deliver color in the Now?

Type: Case Stories | 3,544 views

Makita ’20,562 Holes’

Xploring was conducted through spending time with men in various hardware stores to gather information about their hardware needs and habits. This led to Saatchi & Saatchi developing a campaign based on the idea of ‘Precision Holes.’

Type: Theses & Dissertations | 2,346 views

The Adoption of Emotional Branding Dimensions

“If emotional branding drives consumers to behave in a certain way psychologically, how exactly does it do that?” This is the question posed by Pin-Hsuan Huang in a Master’s thesis submitted to the Universiteit Maastricht Faculty of Economics and Business Administration.

Type: Reading List | 1,314 views

A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century

“What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries.”

Type: Reading List | 2,128 views

Emotional Branding: The New Paradigm for Connecting Brands to People

“A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today’s increasingly cynical consumers on deeper emotional levels.”

Type: Whitepapers | 1,267 views


Andrzej Moyseowicz, Media & Innovation Director, Saatchi & Saatchi EMEA, explains why great brands are about storytelling and how a Lovemark makes the brand story compelling on three levels.

Type: Articles & Papers | 1,812 views

Brand Relationships Through Brand Reputation and Brand Tribalism

While brands build and improve relationships with customers, the role of brand reputation, and that of brand tribalism, have received less attention. Moutinho and Veloutsou (2008) show tribalism is more effective than reputation when it comes to assessing brand relationship strength.