Trends

To succeed in today's multi-channel landscape, brands must integrate digital and print strategies, adapt to new technologies, and personalise their approach while maintaining the ability to communicate effectively across all mediums.

What we mean is that for companies to successfully move into a new industry, they need to stand for something bigger than the products or services they sell.

It’s fascinating to see that the most inspirational and ground breaking brands in the world are not created by strategists, moreover, strategists help the creative see the target, however it is the magic ingredient when a designer manages to create something special.

I recently read the news that Heinz is considering changing the name of Salad Cream to Sandwich Cream – I find this fascinating!

I can’t say if I think this is a good thing to do or not, but I have to say that my initial instinct is that it isn’t necessary. Don’t get me wrong, I am a big believer in getting naming right and aligning brands to consumer expectation, but this feels instinctively ‘unnecessary’. Ok, so this is my logic, and let me just preamble with the fact that I have no background data on this, no surveys, polls, no qual research, it is only a feeling.