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Now on YouTube: Craig Briggs' BrandSquare Live Session – 12 Observations from 20 Years in Asian Brand-Building

Posted By: SGK March 13, 2013

For insight into brand-building in Asia today, it helps to have 20 years of perspective: it’s easier to separate the trends from the enduring traits. Brandimage Asia expert Craig Briggs condenses two decades’ worth of branding experience into 35 informative minutes in Bridging Brands & Borders: Observations from 20 Years in Asia, the recent BrandSquare Live Session now available on the BrandSquare YouTube channel.

Briggs talks about the diversity of Asian cultures (nearly 300 languages are spoken in China alone), the “collective” mentality that ties families, towns and regions together, Asians’ capacity for dealing with sudden change, and their many shopping influences, ranging from traditional brands to edgy Japanese and Western imports.

His “11 Power Observations” alone will influence how you think about branding in Asia – or in any new region. And the live Q&A after his presentation was also fruitful. He explains private label’s potential in Asia, how shoppers combine local-market and supermarket shopping, and even the growth of the import wine industry in China: once dominated by French red wines, now it includes Italian, California and other “new world” vintages.

Grab some co-workers and spend tomorrow’s lunchtime watching Bridging Brands & Borders: Observations from 20 Years in Asia.


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How Category Code Convergence Threatens Your Packaging: On Slideshare Now

Posted By: SGK February 12, 2013

Does your packaging mimic the design cues of your competitors? Does it use common signifiers that make you feel comfortable as a marketer but fail to distinguish your products? Are you visually risk-averse? Have you lost sight of the fact that shoppers want to be intrigued and inspired, not just reassured?

If so, spend a few minutes with Brandimage package design experts Rob Swan and Michael Colton. The presentation from their lively and clear Live Session webinar, How Category Code Convergence Threatens Your Packaging, is now on SlideShare. Through concrete packaging examples and intuitive diagrams, they show the powerful negative pull of “category code convergence.” How did Coca-Cola break out of this vicious cycle? Why does the women’s aerosol deodorant category still suffer from it?

Grab your lunch and spend some productive time with How Category Code Convergence Threatens Your Packaging, then share it with your brand team. It’s an eye-opener. Then sign up at BrandSquare for alerts for every BrandSquare Live Session, in which experts from Schawk, Inc. and others – like Guy Kawasaki and David Aaker – discuss key issues and trends in brand development and brand deployment today.

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Watch Inflection Point: Where Will 2013 Take Us? Now on YouTube

Posted By: SGK January 15, 2013

Kathy Oneto is Vice President of Brand Strategy at Anthem Worldwide, one of Schawk, Inc.’s brand development agencies, and in this recent live webinar, she dips into the recent issue of Anthem Sightings to describe five of the 10 “sightings” contained in that issue. They are:

• Brands for Life: How brands like Subaru, Google Chrome and Wells Fargo are positioning their products as beneficial over the long term and worthy of the deeper relationship that Oneto feels many shoppers want in an increasingly fast-moving and “disposable” marketplace.

• Innovation Ecosystems: How many successful new businesses today are based on providing follow-on products and services to those from larger companies – such as the lucrative app business (built on smartphone and tablet products) and services like Prinstagram, which prints Instagram photos.

• Get To The Point Branding: How new brands like Help and Good Food Made Simple are using very direct language to introduce shoppers to their essential value propositions.

• Minimalist Design: How brands like “Nature Paint” and “The Food Doctor” use beautiful, simple packaging to convey a message of clarity and value.

• Right Price, Right Place, Right Time: How retailers like JC Penney and Nordstrom’s are using technology like handheld purchasing to get the right deals to customers when they wan them – and closing the sale in that moment.

Oneto sets up these trends with a detailed description of the consumer/brand context today, characterized by broad and dynamic change, “give it to me” culture, new entrepreneurism, brick-and-mortar vs. digital, and the data expansion. Over your next lunch hour, watch Inflection Point: Where Will 2013 Take Us? and then download Anthem Sightings: The Forecast Issue for even more detail.