Are brand names unintentionally informative? Appreciating the sounds of meaning.
It is becoming increasingly common for brands and products to use nonsensical words. Brand managers need to recognize that these words convey non-semantic meanings through sound symbolism and other attributes. Sound symbolism can influence our perceptions, sensory experiences and emotional engagement.
Why brand evolution is not the same as growing brands: How to evolve.
The evolution of a brand is different from its growth. It is an insight that leads to the commercial survival of the fittest brands.
Culture and brands: how does this benefit brand identity and brand positioning?
Brands that engage consumers are meaningfully positioned in culture. Understanding culture is a crucial part of brand positioning and strategy. We offer 5 tips for aligning your brand with culture.
How are pets changing us? The amazing coup d’état of the Fur Family.
In recent years, our relationships with pets have changed radically. What is behind the rise of the fur family? Could it be marketing and advertising? We discuss some insights and implications of this shift.
The Evolutionary Jackpot: What makes a dog man’s best friend?
Dogs have been man’s best friend for 40,000 years. We’ve turned to dogs for companionship in increasing numbers over the Covid-era. We have evolved alongside dogs in interest ways. Yet, have we been as good a friend to dogs, as they have been to us?
Why is man the measure of all things? The effective meaning of anthropomorphic bias.
We are hardwired from birth, to think with an anthropomorphic bias. We understand and relate to the world from a human perspective. We project human qualities and behavour onto living and inanimate objects without thinking. We evolved this capacity and now popular culture, films and marketing reflect back anthropomorphic designs and characters. What aren’t we seeing under the influence of this bias?
Why are cute aesthetics and Kawaii still growing? Is cuteness culturally contagious?
How did cute aesthetics become so popular around the world? The cute aesthetics have spread across most cultures, and they have become mainstream. Also, this aesthetic has continued to evolve, and now can be found in nearly every category. Examining the reasons behind this trend sheds light on how it could develop in the future
Semiotics of the human face: evolving implications for design, marketing and advertising.
In social communication, the human face plays an important semiotic role. Our minds are hard wired to recognize it. New technologies are changing the way the human face is perceived and interacted with. This creates new challenges and opportunities for design, marketing, and advertising.
Five Things You Should Know About Creating A Colour Strategy For Your Brand.
A colour strategy is a key aspect of branding: facilitating semiotic differentiation, navigation, comprehension, and engagement.
Branding and Design: Why Colour’s Emotional Impact is Growing in Popularity
The key to brand engagement is emotional engagement, and colours evoke emotions. Colour is away of emotionally communicating across borders, we discuss some considerations.