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.
Posts Tagged ‘branding’
Type: Articles & Papers | 955 views
Type: Insights & Ideas | 3,039 views
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 | 3,058 views
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 | 1,731 views
“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 | 967 views
“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 | 1,619 views
“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 | 850 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 | 1,336 views
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.