Of Industrial Landscapes and Natural Space

Over the years the world of marketing and branding has come a long way in understanding how color and images combine to shape the brand experience, and the importance of considering these points when dealing with an array of cultural norms and expectations.  We know red is an auspicious color in China, but is often […]

It’s Not Just the Products

Shopping habits can be observed in multiple ways: how people react during social interaction, how they present and see themselves, and how they define situations with others. In other words, people need emotional connections to what you sell and how you sell it as much as they need to know about the products in your […]

Four Elements of a Successful Brand Extension

While executives rightly proceed with caution when considering brand extensions, the rewards of success are substantial. Although Apple’s is, rightfully, the darling of the hour (the iPod, iPad and iPhone are shining examples), Apple is certainly not unique. Other powerful brands that have created enormous equity by extending into unlikely categories include Amazon and Virgin. […]