Burberry moves from Heritage to Blandess (Importance of Brand esSense #11)

Burberry have announced a new look for their brand, the first time it has been updated in 20 years. Frankly the new logo is underwhelming, Continue Reading

A Big Future for Sustainable Brands?

On 24thJuly 2018, Perkosmi (Indonesian Cosmetic Association) held a seminar on “Building Your Local Brands: Winning Locally to Grow Globally” and I was delighted to Continue Reading

Has Victoria Lost Her Secret? (The Importance of Brand esSense #10)

Victoria’s Secret is a declining brand, losing market share over the last few years. Is this because it’s interpretation of the Seducer archetype as a Continue Reading

No Break for KitKat (The Importance of Brand esSense #9)

In a recent article on Louboutin’s trademark red (click here), I may have jumped the gun in mentioning Nestlé’sKitKat and it’s familiar four-fingered shape. Yesterday, Continue Reading

Building Brand esSense through Distinctive Brand Assets

TapestryWorks have long advocated using the senses and symbolism to build brand experiences with meaning, so we were very pleased to read the line, “distinctive Continue Reading

Seeing Red (The Importance of Brand esSense #8)

In Brand esSense I discuss the importance of distinctive brand assets and assert that the single most important one of them is colour. I open Continue Reading

Who are the real disruptors in market research?

The word disruption is commonly used to describe innovation in market research and other industries, but how can we differentiate incremental improvements from changes that Continue Reading

Interviews (Design Methods #48)

Interviews are the most fundamental tool for research, providing direct contact with participants and collecting their attitudes, beliefs, perceptions and experiences at first hand. Interviews Continue Reading

Biophilia Effect (Principles of Design #77)

Biophilia effect is the well researched and understood impact of natural environments on the emotions, productivity and physical well-being of people. Such environments with natural Continue Reading