'BLANDING': HOW DESIGN TRENDS THREATEN COMMS EFFECTIVENESS
Is design becoming homogenised? We think so. And that can mean only one thing for effectiveness.
Get an edge
A collection of thoughts and musings to give you an edge.
.png)
LOOKING AFTER OUR KIDS: A NEW KIND OF 'SOCIAL PURPOSE'
In a world rife with 'purpose-washing', is investing in kids a new kind of social purpose brands can authentically get behind?
Making the leap from niche product to mainstream brand
What does it take to turn a niche product into a mainstream proposition? Caitlin Amman explores...
Should your brand back or block black friday?
The annual consumption-fest has become part of the retail calendar – but is the revenue worth the cost?
Can brands be built on social media?
We look at whether social media is a complete non-starter when it comes to brand-building – or whether we've just been using it wrong.
leveraging tribes and network effects to build businesses
Is demographic targeting the best way to build brands, or can leveraging tribes and their network effects deliver a bigger (and more effective) bang for our marketing buck?
How to think about brand purpose
With so much crap written about brand purpose, we've tried to define purpose-driven businesses and when communications should get involved.
Is empathy a bad thing?
Richard Parker, Edge Executive Planning Director comments on Pepsi's latest push into empathetic marketing
.png)
.png)