Last weekend I spent the day in Chichester, ostensibly to start my Christmas shopping; but truth be told looking for cosy but indulgent lounge wear. I spent a happy half an hour checking out one of my favourite brands, Mint Velvet, whose winter marketing campaign I love.
As I rifled through the cashmere jumpers and lace backed camis, this got me wondering why I was prepared to pay premium prices for items I could easily get in other shops for less. The answer was brand. Mint Velvet has created a brand that speaks to me and my aspirations. Here’s why.
“Imagine being in charge of the John Lewis Christmas advert? The whole nation’s Christmas spirit rests on your shoulders,” wrote one Twitter user earlier this month. This comment sums up how the launch of the John Lewis Christmas advert has become an eagerly anticipated event in the British calendar, and is widely regarded as a masterclass in Christmas brand positioning.
This year’s annual campaign didn’t disappoint as evidenced by the overwhelmingly positive social media reaction to the touching story of Joe and Moz. The owner of his very own trending hashtag , #MoztheMonster is the star of this year’s campaign, along with the obligatory cute child and the now-traditional classic song covered by a modern artist, this year featuring Elbow’s rendition of The Beatles’ Golden Slumbers.
5 Easy To Replicate Ideas To Freshen Up Your Marketing
September 22nd marked the official start of Autumn; the natural world is definitely changing with crisper air, the tinting of the trees and ripening of autumn fruits. The new Autumn sales campaigns have enticed me to splurge on new workwear.
For some businesses, the slow pace of summer meant low sales in July and August; and even a summer slump. This means making higher sales in the fourth quarter of the year to offset the losses. In fact, for many businesses, the fourth quarter of the year is the most important time of year. The National Retail Federation reports many small and medium-sized retail businesses do between 20 and 40% of their annual sales in the last two months of the year.
In Friday’s article, I explained the strategic thinking behind my brand makeover. You’ll have noticed that the seven factors I considered are all key elements of any good business plan.
These are also the factors that any good graphic designer will take into consideration when helping you create a new brand identity. Leaping into selecting a new colour palette and fonts, designing a new logo, or commissioning a website may sound like fun. But starting there, without thinking through your strategic intent, is a fast track to frustration, wasting money and having to go through an entire re-branding process.
How Small Businesses Can Best Respond To The Global Challenges Ahead
On 17 January, the UK’s Prime Minister, Theresa May, delivered a major speech on her plans for leaving the E.U. For the first time, she has confirmed clearly and unequivocally that she will not to try to preserve membership of the European single market. Instead she hopes to conclude a deal with the rest of the E.U. that will still give business the access it needs to trade with the rest of the continent without barriers, tariffs or any new obstacles.
Given the uncertain world businesses are operating in, I thought it was the right time to look at how scenario planning will help you navigate this uncharted territory. But before we get into scenario planning, let’s spend a minute reflecting on what we do and don’t know about what’s going on in the external environment.