branding

Death of the Brand, or a New Age of Sustainable Branding?

Death of the Brand, or a New Age of Sustainable Branding?

Intangible value doesn't equal no value. During a period of recession, there are always two schools of thought on print advertising. Number 1 – More print advertising is needed as a cheap way to communicate with consumers during this thrifty period. Number 2 – Dang print advertisers all to hell. They're the ones that got us in this mess by convincing us all to overspend. More and more, the trend amongst pundits on business and culture is to blame advertising and it's evolutionary progeny – branding – for a myriad of social woes, and then to declare it way past its prime. To be replaced, I'm assuming, by their particular flavor of b-to-c communication that is absolutely nothing like what has come before it. The way some of these writers are spinning the situation seems to imply that the very concepts of 'marketing' and 'branding' are nothing more than trumped-up get-rich-quick schemes devised by a printing and design industry with […]

2008 Branding and Marketing Trends

2008 Branding and Marketing Trends

What worked last year, and what will work in 2009. Often, commercial printing involves being part of a large-scale branding effort. Our print design and web design departments also need to stay up to date on the latest trends. So when Advertising Age came out with its list of brand winners from 2008, it seemed like the perfect time to do a little trend tracking… Balanced Ad Channels One thing that really stood out for me was the balance popular brands seem to be maintaining between different forms of advertisement. TV commercials are almost always accompanied by outdoor print buys, while direct mail printing channels consumer attention towards a website with games or video to created extended brand engagement. Brand Activism The biggest trend, in print, online, and on the air over the last year seems to have been brand activism. Companies as diverse as Jim Beam, American Express, and Haagen-Dazs launched campaigns to raise brand appeal and awareness through […]

Calling All Printers and Print Designers!

Calling All Printers and Print Designers!

I know you've got to be out there. Somewhere in this sea of web designers, there has to be people that are still interested in, and engaged in, print design. How do I know this? Because everywhere you look there are billboards, posters, flyers, table tents, brochures, labels, stickers, and coasters, many of them beautifully, brilliantly designed. But you go online and try to find printers or print designers blogging about their craft on a regular basis? Either I am totally out of some super-elite loop, or there are virtually none of them out there, which seems senseless to me. Just because the internet is the domain of the web designer, doesn't mean it's his or her exclusive territory in which to gain recognition, have ideas heard, and build an exciting community. Are all the print designers out there hiding? Lurking amidst the impregnable sites and blogs wielded by the mighty hands of the web designers; hiding behind blanket topic […]

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