Branding

Why we need brands

Brands

Consumers are deeply attracted to the power of brands because they represent to us an expression of order, reliability and certainty. Communication professionals must do more to harness the power of client brands to add value. Marketing is an act of persuasion and a brand simplifies the buying process by allowing the purchaser to dispense…

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The psychology of colour – creativity or ‘me too‘ design?

Speed dating and direct mail have something important in common: first impressions are vital. One needs to create a good overall effect quickly. But of course, that’s only the first step.  You won’t seduce anyone in three minutes, but you could easily disqualify yourself. University research in Winnipeg, Canada showed that people make up their…

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