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Surf’s recent introduction of a foam-like brand character ‘Surfy’ raises the question of whether brand characters are an important signpost for a brand’s identity or a juvenile gimmick that lacks longevity?
I can’t say I’m surprised, but I can say that I’m saddened. Not even a week after Virgin Megastores’ ‘funeral march’ in France, the UK sees the once epic music retail giant poised to give up the ghost. So where did it all go wrong and what does this say about the future of the once buoyant British high street?
I recently attended the Sustainable Brands Conference in London at the end of November as The Futures Company where I work were media partners at the event. It was a really great forum for brand managers, strategists and sustainability leaders to talk all things sustainable and what this means for brands and businesses. I’ve summarised the key findings from the 2 days into 10 principles that brands need to think about in order to drive a sustainable future.
Advertising is great, don’t get me wrong. It grab peoples’ attention, it connects, it helps brands to stick in peoples’ heads so that they’re more likely to choose them. More often these days we’re seeing ads with talking meerkats, drumming monkeys, bears eating biscuits, polar bears in freezers (that one creeps me out!) which get people talking – but what are these ads doing for their brands? Read More
The once ubiquitous Scandinavian mobile giant spent much of the 90s and early 2000s capturing our attention with great phones with cameras, Xpress-On covers, the joys of texting and the ultimate time killer that is Snake. But as the Western world becomes dominated by sleeker, faster, 4G-ready smarter smartphones, where does Nokia fit? With a chequered past 10 years, where should Nokia really invest in the next 10 years?