In today’s fast-paced digital landscape, brand management is changing like never before. The ways brands connect with consumers, maintain their identities, and respond to feedback have transformed dramatically. This post will explore how brand management has evolved in a digital-first world, highlighting key trends, challenges, and new tools that keep brands relevant in our interconnected society. The Transition: From Traditional to Digital For decades, brands leaned on traditional marketing methods such as television, print ads, and radio. While these channels still have their place, the rise of the internet has reshaped brand communication. The internet allows brands to engage with consumers directly, gathering invaluable data about their preferences and behaviors. This shift means that consumers are no longer passive message receivers; they actively shape brand narratives. For instance, a Nielsen report shows that 92% of consumers trust peer recommendations over traditional ads. The 2010s saw social media take center stage in brand management. Platforms like Facebook, Twitter, and Instagram opened new pathways for businesses to interact with consumers, making it essential for brands to adapt their strategies. The Importance of Authenticity Today's consumers expect brands to show authenticity. They want to connect with brands that embody values they care about. A survey conducted by Label Insight found that 94% of consumers are more likely to be loyal to a brand that offers complete transparency. This shift pushes brands to focus their messaging on genuine storytelling. For example, companies like Ben & Jerry's actively engage in corporate social responsibility initiatives. These efforts not only enhance their reputations but also create strong community ties, boosting customer loyalty. Harnessing Data for Personalization A digital-first world offers brands the ability to harness large volumes of consumer data for personalization. Customizing offerings and communication styles is crucial for brands. Data-driven insights lead to targeted marketing strategies that resonate with distinct consumer demographics. For instance, personalized emails can improve open rates by 26%. By delivering relevant content, brands deepen customer loyalty and create more satisfying experiences. Successful personalization can include targeted ads based on previous consumer behavior and customized landing pages tailored to specific demographics. Embracing Omnichannel Strategies With consumer touchpoints expanding, adopting an omnichannel approach is vital for effective brand management. Omnichannel strategies connect various online and offline channels to provide a seamless consumer experience. Brands engaging consumers across multiple platforms maintain consistent messaging while offering personalized experiences. A 2022 study by McKinsey revealed that companies with strong omnichannel strategies retain 89% of their customers, compared to 33% for those lacking such strategies. Creating an omnichannel experience also requires responsiveness. Real-time communication tools like chatbots enhance customer service by being available 24/7. Brands using these tools not only support consumers better but also collect valuable data for future strategies. The Challenge of Brand Reputation Management In an era where information spreads rapidly, managing brand reputation has become increasingly challenging. With consumers able to voice opinions on various platforms, brands must vigilantly monitor and enhance their online presence. A single negative review can damage public perception. Proactive engagement is critical; addressing complaints quickly and transparently can minimize reputational harm. For example, a report indicated that 53% of customers expect businesses to respond to negative reviews within a week. Brands should also share positive narratives about their identities. Regularly posting success stories, behind-the-scenes content, and customer testimonials can significantly enhance brand reputation and cultivate goodwill. The Role of Influencers in Brand Management Influencer marketing has become a powerful tool in brand management. Influencers present brands authentically to their dedicated audiences, leveraging their unique voices. Working with influencers allows brands to tap into their credibility, reaching broader audiences. For instance, a study showed that influencer marketing can yield an ROI of $5.78 for every dollar spent. Choosing the right influencers is critical for success. Collaborating with influencers who genuinely align with the brand’s values enhances campaign effectiveness and fosters loyal customer bases. Navigating the Future: Digital Transformation As we look ahead, digital transformation remains vital for brand management. Brands must adopt innovative solutions to stay relevant, including technologies like artificial intelligence, virtual reality, and augmented reality. Emerging technologies provide unique brand experiences and immersive storytelling. Brands using these tools can create memorable interactions, strengthening consumer loyalty. Additionally, the growth of e-commerce pushes brands to refine their online presence. A report from Statista projects that global e-commerce sales will reach $6.54 trillion by 2023, emphasizing the need for brands to engage directly with consumers through D2C (direct-to-consumer) models. The Path Forward The evolution of brand management in a digital-first world shows a major shift in consumer engagement. The move from traditional methods to data-driven, omnichannel strategies has altered how brands operate. With authenticity, personalization, and technology now at the forefront, brands must continue adapting and innovating. Embracing these elements allows for deeper connections with consumers and fosters loyalty in an ever-changing digital landscape. Navigating these new frontiers of brand management offers vast possibilities. The key to success is clear: consistent engagement, responsiveness, and a genuine understanding of audience needs. In this digital-first world, forging meaningful connections remains the ultimate goal.

Picture this: You're standing in a dimly lit pop-up store in SoHo. The walls are covered in neon signs, the air is scented with the brand's "signature" aroma, and influencers are snapping photos of your "artisanal" purchase. You’re not just shopping; you’re experiencing. But does curating these moments actually build a brand? Let’s break it down. Why Experience is the New Black 1. Emotions are Everything Humans are emotional creatures, and brands that evoke strong feelings often become household names. Think Disney. It’s not just a media empire; it’s the master curator of magical experiences. From theme parks to cruises, every touchpoint is crafted to immerse you in their storytelling—and they’ve got decades of success to prove it. Consider how Disney's focus on nostalgia, family bonds, and fantasy transforms every guest interaction into an unforgettable moment. From the thrill of Space Mountain to the joy of meeting Mickey, Disney curates a seamless journey of emotions that cements loyalty for generations. 2. Social Currency In the age of social media, experiences are the ultimate content. People don’t post about products; they post about moments. For example, Glossier’s flagship stores don’t just sell beauty products; they’re designed as selfie havens. These spaces reinforce the brand’s ethos while turning customers into marketers. Similarly, Supreme's product drops often create lines that stretch for blocks. While it may appear chaotic, the frenzy is part of the experience, creating FOMO (fear of missing out) and a sense of exclusivity that elevates the brand. 3. It’s Memorable Products can be copied; experiences can’t. When you visit an Apple Store, you’re not just buying gadgets. You’re engaging with an ecosystem that feels minimalist, innovative, and premium—the hallmarks of Apple’s identity. Apple even integrates education and creativity into its stores, hosting Today at Apple sessions where customers can learn photography, music production, or coding. It’s a hands-on way of embedding the brand into people’s lives. 4. Higher Perceived Value Experiences justify premium pricing. Why does a latte at Starbucks cost $6? It’s not just the coffee; it’s the curated ambiance, the personalized cup, and the feeling that you’re part of a global community. A Ritz-Carlton stay isn’t just about luxury accommodations; it’s the personalized service, where staff remember your name and preferences, creating a sense of exclusivity that justifies the cost. Case Studies: Hits That Inspire Nike’s House of Innovation Nike’s flagship stores, like the House of Innovation in New York, redefine retail. With interactive displays, personalization stations, and athlete-inspired storytelling, it’s not just shopping—it’s a masterclass in brand immersion. Every detail aligns with Nike's core mission of inspiring athletic excellence. Customers can design their own sneakers, test products on in-store tracks, and feel like they're part of an elite community of athletes. LEGO’s Theme Parks LEGO’s theme parks expand the brand from a toy to an adventure. Each park is a playground of creativity, reinforcing LEGO’s mission to inspire builders of all ages. These parks allow children and adults to see their favorite characters come to life, building emotional connections that transcend the plastic bricks themselves. Airbnb’s Localized Experiences Airbnb didn’t stop at offering places to stay; it expanded into curated local experiences. From cooking classes in Tuscany to surfing lessons in Bali, these offerings deepen customer connections with both the brand and the destinations. By enabling travelers to "live like a local," Airbnb transforms vacations into culturally rich journeys that resonate far beyond the trip itself. Starbucks Reserve Roasteries Starbucks elevated its coffee experience with its Reserve Roasteries—cathedrals of caffeine artistry. From witnessing coffee roasting to sipping rare blends in a luxurious setting, it’s an experience that redefines your relationship with your morning brew. These spaces create a sensory journey through the world of coffee, reinforcing Starbucks’ position as a global leader in premium beverages. The Magic of Universal Studios Universal Studios takes immersive experiences to the next level with attractions like The Wizarding World of Harry Potter. It’s not just a theme park; it’s a portal into the beloved universe of Hogwarts, with every detail meticulously curated to delight fans. The attention to authenticity—from butterbeer to wand ceremonies—turns visitors into lifelong ambassadors of the brand. Patagonia’s Activism Events Patagonia leverages its brand ethos by hosting events centered on environmental activism. Whether it’s a community cleanup or a documentary screening, these experiences reinforce its identity as a purpose-driven brand. Through these efforts, Patagonia doesn’t just sell outdoor gear; it cultivates a tribe of eco-conscious advocates. Fenty Beauty’s Pop-Up Experiences Fenty Beauty, led by Rihanna, builds excitement through pop-up events where fans can try products, meet influencers, and share the brand’s ethos of inclusivity. These experiences deepen loyalty and amplify word-of-mouth marketing. Fenty’s approach makes every customer feel like a VIP, embodying its commitment to diversity and self-expression. Why It Works 1. Authenticity Rules Experiences resonate when they align with a brand’s core values. Nike inspires through sport; Disney enchants through magic. The connection feels genuine, making the experience more impactful. 2. The Halo Effect A great experience doesn’t just sell a product—it elevates the entire brand. When you think of LEGO or Starbucks Reserve, it’s not just bricks or coffee that come to mind; it’s the joy and wonder they create. 3. Word-of-Mouth Amplification Memorable experiences spark conversations. From Instagram posts to dinner table chatter, a well-crafted experience generates organic buzz that no ad spend can replicate. 4. Deepened Emotional Bonds An unforgettable experience ties a customer emotionally to the brand, building loyalty that’s hard to shake. It’s why Disney fans keep returning to the parks, even as ticket prices climb. What’s Next? As technology evolves, brands are finding new ways to curate experiences. Virtual reality, augmented reality, and AI personalization are unlocking possibilities we’ve only begun to explore. Imagine a future where brands offer you experiences tailored specifically to your preferences. Companies like Amazon are already experimenting with immersive retail and delivery concepts, ensuring every touchpoint feels intuitive and innovative. The Takeaway Curating experiences can undoubtedly build a brand, but success depends on authenticity, execution, and alignment with your brand’s essence. Experiences should enhance, not replace, the heart of what you offer. In the words of Maya Angelou, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." In branding, as in life, feelings are the ultimate currency. So, curate wisely.

Imagine this: It’s midnight, and your phone lights up with a notification that a limited-edition product drop is live. You scramble to the website, adrenaline surging, only to find it’s already sold out. Frustrating? Yes. Effective? Absolutely. Welcome to the world of FOMO marketing. Fear of Missing Out (FOMO) isn’t new, but its impact on consumer behavior has never been greater. In a world saturated with choices, FOMO cuts through the noise, triggering urgency and emotional investment. Here’s why it works, how brands wield it, and what you can learn from its success. Why FOMO Works: The Psychology Behind It 1. Scarcity Drives Value Humans value things that are rare. Psychologists call this the scarcity principle: the less available something is, the more we want it. FOMO taps into this by making products or experiences seem exclusive or time-sensitive. Think of Supreme’s limited-edition drops. Their “scarce by design” approach fuels hype, ensuring that products sell out in minutes. The result? Supreme isn’t just a clothing brand; it’s a cultural phenomenon. 2. Social Proof Amplifies Desire Seeing others participate in an experience or flaunt a product makes us want it too. FOMO leverages our innate need to belong and our fear of being left out of the group. For instance, Glossier’s marketing thrives on user-generated content. By sharing customer selfies and reviews, the brand creates a sense of community and subtly pressures others to join the fun. 3. Time Pressure Creates Action Deadlines force decisions. Limited-time offers or countdown clocks play on our fear of regret, pushing us to act now instead of later. Amazon’s Prime Day exemplifies this. With deals lasting just hours, shoppers rush to buy before the opportunity vanishes. The strategy turns ordinary discounts into irresistible events. How Brands Harness FOMO 1. Limited Editions Releasing exclusive products or experiences is a classic FOMO tactic. Luxury brands like Louis Vuitton and Nike often launch collaborations or one-off collections, elevating their status and ensuring sellouts. The Travis Scott x McDonald’s collaboration showed how even fast food can create FOMO. The “Cactus Jack” meal wasn’t groundbreaking, but its association with the rapper made it a viral sensation. 2. Event Marketing Brands like Coachella or Comic-Con thrive on FOMO. Attending these events isn’t just about enjoying the moment; it’s about being part of a cultural moment that others will envy. Virtual events are now tapping into this as well. Apple’s product launches streamed globally, create buzz and anticipation long before the first product hits shelves. 3. Social Media Teasers Instagram stories, live streams, and TikTok trends are perfect for creating fleeting moments that feel special. The ephemeral nature of these platforms makes audiences tune in or participate before the chance slips away. Take a page from Oreo’s playbook. Their limited-edition flavors are often teased on social media, driving conversations and excitement before the official release. 4. Gamification Adding an element of competition or exclusivity can heighten FOMO. Fitness apps like Peloton use leaderboards and achievements to encourage engagement and friendly rivalry, ensuring users don’t want to fall behind their peers. 5. Exclusive Memberships Subscription services and memberships leverage FOMO to foster loyalty. Think of Amazon Prime, with its exclusive deals and faster shipping, or Soho House, where the allure of being part of an elite group keeps members engaged. Real-World Wins with FOMO Starbucks Holiday Cups Each winter, Starbucks rolls out its seasonal cups and drinks, creating a frenzy among fans. The limited availability of peppermint mochas or gingerbread lattes turns them into must-have items that define the holiday season for many. Taylor Swift’s Eras Tour The frenzy surrounding Taylor Swift’s ticket sales was a masterclass in FOMO. Limited availability, soaring demand, and endless social media buzz made attending a Swift concert the ultimate badge of honor in 2023. Peloton’s Virtual Classes Peloton’s live classes feel like exclusive events. The thrill of joining thousands of others in real-time, paired with shoutouts from instructors, creates a community that users fear missing out on. Disney+ Premier Access When Disney released blockbuster films like Mulan  and Black Widow  on Disney+ with Premier Access, it created a sense of urgency. Fans didn’t want to miss out on the cultural conversation surrounding these releases. How to Use FOMO Without Losing Trust While FOMO can be a powerful motivator, overusing it risks alienating your audience. Here’s how to do it right: 1. Be Authentic Scarcity should be real, not manufactured. If customers realize your “limited stock” claim is false, trust erodes quickly. Honesty builds loyalty even in FOMO-driven campaigns. 2. Add Value FOMO works best when paired with genuine quality or unique experiences. Ensure that what you’re offering lives up to the hype. 3. Balance Urgency and Accessibility While exclusivity is key, overly restricting access can frustrate potential customers. Strike a balance that makes your brand aspirational yet attainable. 4. Leverage Personalization Tailored messages create a deeper sense of urgency. For example, sending reminders about items left in a cart or personalized discounts for loyal customers ensures your FOMO campaigns feel relevant. The Future of FOMO As technology evolves, FOMO will only grow more sophisticated. Augmented reality (AR) experiences, virtual exclusives in the metaverse, and AI-driven personalization will create new ways to spark urgency and excitement. Augmented Reality Experiences Imagine trying on limited-edition sneakers virtually before purchasing. AR can make exclusivity more immersive, increasing the emotional pull of FOMO. Virtual Events and Concerts Platforms like Fortnite and Roblox have already hosted virtual concerts with artists like Travis Scott and Ariana Grande. These digital experiences create unique moments that fans are eager to be part of. AI-Driven Campaigns Artificial intelligence can predict consumer behavior, enabling brands to deliver hyper-personalized FOMO triggers. Imagine receiving a notification that an item you viewed multiple times is about to sell out—crafted specifically for you. FOMO isn’t just a marketing trick; it’s a reflection of human psychology. When used thoughtfully, it creates buzz, builds loyalty, and drives action. The key is to pair FOMO with authenticity and value, ensuring that customers feel thrilled rather than manipulated. In the end, FOMO marketing isn’t just about selling products—it’s about crafting moments people can’t bear to miss. By leveraging scarcity, social proof, and urgency, brands can create unforgettable experiences that resonate deeply with their audience. Whether it’s a product launch, an event, or a digital campaign, FOMO has the power to transform interest into action, turning casual observers into loyal fans.

THE 20TH ANNUAL DAVEY AWARDS WINNERS ANNOUNCED New York, NY ( October 22, 2024 ) - Winners of the 20th Annual Davey Awards have been announced by the Academy of Interactive and Visual Arts (AIVA). The Davey Awards honors the best work from boutique creative agencies, in-house brand teams, small production companies, and independent creators across Websites, Design & Print, Video, Advertising & Marketing, Mobile Apps & Sites, Social Media, Branded Entertainment, Emerging Tech and Podcasts . Visit the Davey Awards Winners Gallery to view all the Honorees. “This year, celebrating two decades of extraordinary talent from small shops was truly special,” said AIVA Managing Director Lauren Angeloni. “The work showcased in our gallery speaks volumes about the dedication and creativity of our entrants, especially in this milestone year. I was thrilled to see so many new names joining our community, reaffirming that the recognition of smaller agencies and creators remains more important than ever. Congratulations to all of our honorees, and a heartfelt thank you to our jurors for their unwavering enthusiasm and commitment to this process.” The Davey Awards is reviewed by the Academy of Interactive and Visual Arts (AIVA), an invitation-only body consisting of top-tier professionals from acclaimed brand and media, interactive, advertising, and marketing firms, including Spotify, Majestyk, Big Spaceship, Nissan, Tinder, Condé Nast, Disney, Microsoft, GE Digital, JP Morgan, PGA Tour, Wired , and many others. Visit aiva.org for more information. The Davey Awards would like to recognize the 20th Annual Winners for their exceptional achievements.

In today’s dynamic and competitive business world, creativity has emerged as a powerful force driving success and growth. While organizations recognize the tangible benefits of investing in creativity, there is an equally compelling but often overlooked byproduct: joy. This argument highlights how embracing creativity and fostering a culture of innovation not only generates tangible returns but also cultivates joy among employees, customers, and communities. By celebrating and encouraging creative expression, businesses can create an environment where joy flourishes, leading to increased engagement, loyalty, and overall well-being. Joy as an Intrinsic Outcome of Creativity Embracing Personal Expression: Creativity empowers individuals to express their unique perspectives, ideas, and talents. When given the freedom to be creative, employees experience a sense of fulfillment and joy in their work, enabling them to bring their whole selves to the table. A Source of Inspiration: Creative environments inspire and uplift individuals, fostering a sense of joy that transcends traditional metrics. When people are encouraged to explore their imaginations, they become inspired, leading to increased motivation, productivity, and overall happiness. Nurturing Joy within Organizations Acceptance and Support: Creating an environment that accepts and supports diverse forms of creativity allows employees to feel valued and appreciated. When individuals feel their ideas and contributions are respected, they experience a sense of joy and fulfillment, fostering a positive work culture. Encouraging Collaboration: Collaboration amplifies joy by creating opportunities for shared experiences and collective accomplishments. By encouraging teamwork and cross-functional collaboration, organizations can tap into the synergy of diverse perspectives, leading to greater innovation and shared joy. Celebrating Achievements: Recognizing and celebrating creative achievements uplifts individuals and teams, generating a sense of accomplishment and joy. Acknowledging and rewarding creative endeavors encourages continued growth and fosters a positive feedback loop that fuels further innovation. Joy as a Catalyst for Customer Engagement. Memorable Experiences: Creative and innovative products, services, and interactions have the power to evoke joy in customers. By delighting customers through unique experiences, businesses forge emotional connections that enhance brand loyalty and advocacy. Emotional Resonance: Creativity allows businesses to craft narratives and stories that resonate with customers on a deeper level. By tapping into emotions and creating meaningful connections, organizations can evoke joy, leading to stronger brand affinity and long-lasting relationships. Joy and Community Impact. Inspiring Others: Organizations that prioritize creativity inspire others within their communities. By sharing their creative endeavors, businesses can ignite the spark of joy in individuals and foster a culture of innovation beyond their immediate sphere. Social and Cultural Enrichment: Creative initiatives that engage with communities contribute to the social and cultural fabric, enriching lives and fostering a sense of joy and pride. By supporting and investing in creative endeavors, organizations become catalysts for positive change and community well-being. While the benefits of creativity in driving tangible outcomes such as revenue, acquisition, and loyalty are well-known, the power of joy as a byproduct should not be underestimated. Embracing creativity not only generates innovative solutions but also cultivates a sense of joy among employees, customers, and communities. By creating an environment that encourages creative expression, organizations empower individuals to experience fulfillment and inspiration, leading to increased engagement and overall well-being. Joy becomes a catalyst for customer engagement, driving brand loyalty and advocacy. Furthermore, creative initiatives have a profound impact on communities, fostering social and cultural enrichment. By recognizing the inherent joy that creativity brings, businesses can create a meaningful and joyful journey for all stakeholders, ultimately reaping the rewards of a vibrant and thriving ecosystem. Photo by Jacqueline Munguía on Unsplash

At this year’s Transform Awards , LO:LA (London : Los Angeles) proudly walked away with five prestigious awards, marking a significant achievement in the global branding landscape. Recognized for our excellence in creative brand development and storytelling, we won: Gold  for Best Creative Development of a New Brand  (Fable) Gold  for Best Use of Packaging  (Fable) Silver  for Best Visual Identity for an FMCG  (Fable) Silver  for Best Visual Identity for Travel, Leisure, and Tourism  (Hotel Nikko) Bronze  for Best Use of Copy  (Hotel Nikko) These accolades are a powerful reflection of LO:LA’s mission to help brands tell authentic, unforgettable stories  that stand the test of time. Our approach blends creativity with a deep understanding of the evolving consumer landscape, ensuring that every brand we work with transforms into a compelling narrative that connects on multiple levels. Transform Magazine  is dedicated to honoring exceptional brand transformations across the globe, celebrating brands that redefine themselves and make lasting impacts. The Transform Awards  spotlight the brands that have embraced bold strategies, enhanced their identities, and successfully engaged their audiences. This mission aligns perfectly with LO:LA’s ethos—creating brands that resonate emotionally and engage people in a meaningful way. Fable , a premium THC-infused cocktail line, became a standout project where we were able to bring a sophisticated yet approachable design  to life. The brand’s visual identity, packaging, and messaging were crafted to captivate consumers seeking a refined yet calming experience. The result? Fable won Gold for Best Creative Development of a New Brand and Best Use of Packaging , showcasing how design can become a vehicle for storytelling. Our work with Hotel Nikko  similarly earned accolades. By reimagining the hotel’s identity, we created a fresh, immersive visual experience that celebrates its unique culture and offerings. This vision earned us Silver for Best Visual Identity for Travel, Leisure, and Tourism , and Bronze for Best Use of Copy  for the evocative and engaging narratives we developed for the hotel’s communication. “The Transform Awards represent the pinnacle of brand excellence, and to be recognized across multiple categories is an honor that speaks to the passion and dedication of our team,”  said Nick Platt, CEO of LO:LA . “At LO:LA, we believe every brand has a story waiting to be told, and we take pride in being the storytellers that bring those narratives to life.” As we look ahead, LO:LA continues to push creative boundaries, always striving to deliver world-class brand experiences that help our clients succeed in increasingly competitive markets. Whether it’s through bold visual identities, immersive packaging, or compelling copy , we remain dedicated to one goal—helping brands unlock their potential  and tell the stories that matter.

We are over the moon the announce LO:LA has been named 5 times on the shortlist for the 2024 Transform Awards North America. Back for a tenth consecutive year, the Transform Awards North America has officially revealed its 2024 shortlist. The awards celebrate the transformative power of brand strategy, creativity and design throughout the region. Last year’s hotly contested edition saw two projects in particular light up the New York City skyline. GE Aerospace and Interbrand was the big winner on the night, scooping up the highly sought after ‘Grand prix,’ while Hippo Harvest and Landor took home the ‘Best overall visual identity.’ Hailed by judges as “fun,” “fresh” and “classic” work, the two projects set the benchmark for years to come at the Transform Awards North America. Hoping to emulate the success of these previous winners, entrants who made the cut for the 2024 shortlist have officially been announced. There is set to be fierce competition in a number of hotly contended categories including ‘Best brand evolution (consumer),’ ‘Best audio brand’ and ‘Best visual identity from the financial services sector.’ Each entry was examined by a panel of expert judges who hailed from the region’s top companies including Nike, The Coca-Cola Company and YouTube. The judges focused on creativity, innovation, strategic excellence and implementation when determining the best entries throughout each category. Jack Cousins, editor at Transform magazine, says, “The Transform Awards North America is no stranger to showcasing outstanding work, and this year’s shortlist is no different. As always, the bar has been set remarkably high – not just for the companies and brand designers at these awards, but for all those looking on around the world. We look forward to celebrating the success of those who made the shortlist in New York City later this year.” The winners of the Transform Awards North America will be announced at the iconic Edison Ballroom in New York City on October 3. Reserve your table now. Tables may be booked for this exciting event with Beth Turner. The complete shortlist is as follows: CONTENT Best use of a visual property 10 Bryant and Starfish Co. Gatorade and Work & Co LEGO and Interbrand Microsoft Tupperware and Landor Best brand architecture solution AdsWizz and Fazer Fairtrade International and Tenet Partners Nidec and GW+Co Tim Hortons and Taxi Studio Best use of copy style or tone of voice Chartis and Brandpie Hotel Nikko and London : Los Angeles Microsoft MN8 and Thackway McCord Moody’s and Interbrand Best brand experience Emirates Leisure Retail and Brown Forman with Zebra Great Wolf Resorts and BRC Imagination Arts Northgate González Market and Shook Kelley PGA TOUR and Work & Co Puma and SGK Best use of typography LEGO – LEGO BRICK PRO and Interbrand LEGO – LEGO TYPEWELL and Interbrand West Loop Community Organization (WLCO) and Landor Best place brand Meatpacking District and Base Design Town of Telluride and Monigle Best expression of a brand on social media channels CFA Institute Research and Policy Center and RooneyPartners Goldman Sachs Advisor Solutions and Prophecy Moody's and DEPT® PROCESS Best internal communications during a brand development project EMC Insurance and Tenet Partners High Liner Foods and WMH&I Moody’s and Interbrand Best implementation of a brand development project Cencora and MetaDesign GmbH Colgate-Palmolive Kellanova and Brunswick Group West Loop Community Organization (WLCO) and Landor Best localization of an international brand Pepsi HBU Culture Can and PepsiCo XCMG Construction Machinery Co., Ltd. and LABBRAND STRATEGY Best creative strategy (business) 10 Bryant and Starfish Co. AdsWizz and Fazer Canon Medical Systems USA, Inc. and Tenet Partners Chartis and Brandpie PartnerCentric and Fazer Best creative strategy (consumer) Colgate-Palmolive Orolay and Starfish Co. Tupperware and Landor Best creative strategy (corporate) Leidos and IMP Lincoln Property Company and Prophecy Moody’s and Interbrand Onity and Thackway McCord Best brand evolution (business) Bayer and HLK Cadiz and Sustena, a Pariveda Company ConvenientMD and BRIGADE Paysafe Relevate Power and Brandpie Talent Solutions and we-do-co Best brand evolution (consumer) Colgate-Palmolive Concacaf and WildPigs DigiKey and Lippincott LEGO and Interbrand PepsiCo – Pepsi Global Redesign Tupperware and Landor Vital Essentials and Skidmore studio Best brand evolution (corporate) Bombardier and Lippincott Cencora and MetaDesign GmbH Health Care Service Corporation and Design Bridge and Partners Kellanova and Brunswick Group Miebach and DeSantis Breindel Moody’s and Interbrand Best strategic or creative development of a new brand 10 Bryant and Starfish Co. Aptia and Living Group Arcadium Lithium and Teneo BKKB Ventures and London : Los Angeles Flashlyte and Landor MN8 and Thackway McCord Best development of a new brand within an existing brand portfolio Michigan State Dept of Health Sciences and MSU Health Care with Monigle Outshift by Cisco and WANT Branding Best naming strategy (new name) &Partners and HLK Aptia and Living Group Human Rights Campaign (HRC) and Landor MN8 and Thackway McCord Nexxen and Starfish Co. Best naming strategy (rename) Lumenalta and Fazer Onity and Thackway McCord Best naming strategy (naming system) Cisco and Northbound TYPE Best corporate rebrand following a merger or acquisition AdsWizz and Fazer Arq and WANT Branding Nexxen and Starfish Co. Ollion and Matchstic R1 RCM and DeSantis Breindel Best brand development project to reflect a change of mission, values or positioning Gener8 and Sustena, a Pariveda Company Kellanova and Brunswick Group Microsoft Simply Good Foods and CBX West Loop Community Organization (WLCO) and Landor Best brand consolidation Bayer and HLK LEGO and Interbrand SmartBear Best rebrand of a digital property BNB Paribas Open and Work & Co Cosette/Vyleesi and Starfish Co. Reddit and Pentagram Schulte Roth & Zabel and Agenda with RubyLaw West Loop Community Organization (WLCO) and Landor Best employer brand Border States and Joe Smith Microsoft Udemy and PINK SQUID LTD AUDIO Best audio brand ATB and Sonic Lens Agency Compassion International and Sixième Son Corona (Global) and Made Music Studio General Mills / Cinnamon Toast Crunch™ and Made Music Studio IBM and Antfood Instacart and Antfood Best sonic brand evolution ATB and Sonic Lens Agency TRESemmé and Big Sync Music Ltd WRAPPED Best use of packaging (glass) J.P. Wiser’s / Pernod Ricard and JDO Global Best use of packaging (print and card) BKKB Ventures and London : Los Angeles Colgate-Palmolive Best use of packaging (other) Cucina Moderna / Mizkan and JDO Global Dove VitaminCare+ / Unilever and JDO Global El Jimador and Nominee PepsiCo – Doritos Pride All Year PepsiCo – Doritos Solid Black 2023 Best use of packaging (limited edition) Absolut Mosaik / Pernod Ricard and JDO Global PepsiCo – Lays Dungeons and Dragons PepsiCo – Pepsi HBU Culture Can PepsiCo – Smartfood Valentines Day Influencer Kit Best use of sustainable packaging PepsiCo – Frito Lay Super Bowl LVII Compostable Bags 2023 SECTOR Best visual identity by a charity, NGO or NFP American Library Association (ALA) and Landor Ford Foundation and Hyperakt The New York Community Trust and Hyperakt United Nations and Burson West Loop Community Organization (WLCO) and Landor Best visual identity from the education sector Beating the Odds and Agenda Learn Fresh, Ecotour and Nominee Best visual identity from the energy and utilities sector Arcadium Lithium and Teneo Cadiz and Sustena, a Pariveda Company LS Power and Prophecy MN8 and Thackway McCord Relevate Power and Brandpie Best visual identity from the engineering and manufacturing sector ALCEA and GW+Co Gener8 and Sustena, a Pariveda Company High Liner Foods and WMH&I Best visual identity from the farming and agricultural sector Bayer and HLK Rain Bird and Matchstic Best visual identity from the financial services sector &Partners and HLK Onity and Thackway McCord Paysafe Sola Payments and Monigle State Street and Lippincott Tradeweb and Living Group Wisdom and A LINE Studio Best visual identity from the FMCG, food and beverage sector BKKB Ventures and London : Los Angeles Canada Dry and CBX El Jimador and Nominee Kellanova and Brunswick Group PepsiCo – Starry Visual Identity Best visual identity from the healthcare, pharmaceutical and wellbeing sector Andrus on Hudson and Joe Smith ConvenientMD and BRIGADE Cosette/Vyleesi and Starfish Co. Health Care Service Corporation and Design Bridge and Partners R1 RCM and DeSantis Breindel Vitafusion and CBX Best visual identity from the professional services sector (advisors and consultants) Aptia and Living Group Chartis and Brandpie Talent Solutions and we-do-co Tensure and Matchstic The Kaleidoscope Group and DeSantis Breindel Verian and Monigle Best visual identity from the professional services sector (legal and accountancy) Kelley Drye and Living Group Schulte Roth & Zabel and Agenda Best visual identity from the property, construction and facilities management sector 10 Bryant and Starfish Co. Lincoln Property Company and Prophecy Meatpacking District and Base Design Best visual identity from the public sector Town of Telluride and Monigle Best visual identity from the retail sector LEGO and Interbrand Vornado and Starfish Co. Best visual identity from the sports, travel, leisure and tourism sector Casinos.com and Matchstic Hotel Nikko and London : Los Angeles Mondee and Interbrand New York Golf Club and Landor USRowing and Prophecy Best visual identity from the technology, media and telecommunications sector AdsWizz and Fazer Leidos and IMP Nexxen and Starfish Co. Reddit and Pentagram Best visual identity from the transport and logistics sector Bombardier and Lippincott Miebach and DeSantis Breindel SPECIAL RECOGNITION Brand strategist of the year Julie Doughty – Landor Christina Frayne – SGK Kayla Risch – Colgate-Palmolive Creative director of the year Luis Aboyte – Landor Harlie Brindak – Brunswick Group Ada Mayer – Landor Young contender of the year Jalen Barr – Landor Noa Beatty – SGK Ivan Delgado – Landor

In today’s dynamic and fiercely competitive market, brand management is more crucial than ever. This force not only breathes life into brands but also significantly boosts a business’s bottom line. In this blog post, we will explore the multifaceted importance of brand management and celebrate how creativity serves as a unique and potent asset in connecting with customers. The Essence of Brand Management Brand management is the strategic art of crafting and maintaining a brand's image, reputation, and value. It encompasses everything from defining a brand's identity and positioning to ensuring consistent communication and fostering meaningful customer experiences. Effective brand management builds a strong, positive perception that resonates with consumers, setting a company apart from its competitors. Creating a Strong Brand Identity At the heart of brand management is the development of a robust brand identity. This involves creating a unique visual and verbal language that embodies the brand's values, mission, and vision. A well-crafted brand identity is more than just a logo or a catchy tagline; it’s an entire ecosystem of visual and verbal cues that tell a cohesive story. Consider iconic brands like Apple or Nike. Their logos, color schemes, and taglines are instantly recognizable and evoke specific emotions and associations. This is the power of a strong brand identity—it creates an immediate and lasting connection with consumers. Positioning for Success Brand positioning is another critical aspect of brand management. It involves carving out a unique space in the market by clearly defining what the brand stands for and how it differs from competitors. Effective positioning requires a deep understanding of the target audience, their needs, and preferences. Creativity plays a pivotal role in brand positioning. By thinking outside the box and daring to be different, brands can capture the attention and loyalty of their audience. Take the example of Dove's "Real Beauty" campaign, which redefined beauty standards and positioned Dove as a brand that champions authenticity and self-confidence. This creative approach not only resonated deeply with consumers but also significantly boosted Dove's market share. The Creative Edge in Brand Communication In the realm of brand communication, creativity is the secret ingredient that makes a brand's message memorable and impactful. Whether it's through advertising, social media, content marketing, or public relations, creative storytelling can elevate a brand's narrative and forge a strong emotional connection with the audience. Advertising: Beyond the Ordinary Traditional advertising has its place, but in today's cluttered media landscape, standing out requires more than just conventional tactics. Creative advertising campaigns have the power to surprise, delight, and engage consumers in ways that ordinary ads cannot. Consider Old Spice's "The Man Your Man Could Smell Like" campaign. By leveraging humor and a distinctive visual style, Old Spice not only rejuvenated its brand image but also saw a massive increase in sales. This is a prime example of how creative advertising can have a direct and positive impact on the bottom line. Social Media: The Playground of Creativity Social media platforms provide brands with a unique opportunity to connect with their audience on a personal level. Creative content that resonates with users can quickly go viral, amplifying a brand's reach and influence. A notable example is Oreo's "Dunk in the Dark" tweet during the 2013 Super Bowl blackout. This real-time, witty response showcased Oreo's creativity and agility, earning widespread praise and engagement. Such moments highlight how a well-timed, creative approach to social media can significantly enhance brand visibility and consumer engagement. Content Marketing: Telling Compelling Stories Content marketing is all about providing value to the audience through informative, entertaining, or inspiring content. Creativity is essential in crafting content that not only captures attention but also drives action. Red Bull's content strategy, which focuses on extreme sports and adventurous lifestyles, is a testament to the power of creative content marketing. By producing high-quality videos, articles, and events, Red Bull has positioned itself as more than just an energy drink brand; it’s a lifestyle brand that resonates with thrill-seekers around the world. Building Brand Equity Through Creativity Brand equity refers to the value a brand adds to a product or service, which is reflected in consumer perceptions, brand loyalty, and financial performance. Strong brand equity is built over time through consistent and creative brand management. Enhancing Customer Perceptions Creativity in brand management helps shape and enhance customer perceptions. A creative and consistent brand presence across all touchpoints—from packaging to customer service—creates a cohesive and memorable brand experience. Apple excels in this area by ensuring every aspect of its brand, from product design to retail stores, reflects its core values of innovation and quality. This meticulous attention to detail fosters a strong emotional connection with customers, enhancing their perception of the brand. Fostering Brand Loyalty Brand loyalty is a direct outcome of strong brand equity. Creative initiatives that engage and delight customers can turn them into loyal brand advocates. Loyalty programs, personalized experiences, and community-building efforts are all avenues where creativity can make a significant impact. Starbucks’ rewards program is a prime example of leveraging creativity to foster loyalty. By offering personalized rewards and creating a sense of community, Starbucks has cultivated a loyal customer base that consistently chooses its brand over competitors. Driving Financial Performance Ultimately, the goal of brand management is to drive business success. Creativity in brand management can lead to increased sales, higher profit margins, and long-term financial stability. LEGO's remarkable turnaround story demonstrates this perfectly. Facing financial difficulties in the early 2000s, LEGO embraced creativity by diversifying its product line, collaborating with popular franchises, and expanding into movies and video games. These creative strategies not only revitalized the brand but also drove substantial growth, making LEGO one of the most valuable toy brands in the world. The Undeniable Value of Creativity in Brand Management Creativity is not just a nice-to-have in brand management; it’s a must-have. It differentiates brands in a crowded market, builds emotional connections with consumers, and drives long-term business success. Companies that overlook the power of creativity are missing out on a unique asset that can transform their brand and bottom line. At our brand agency, we celebrate the wonderful power of creativity every day. We believe that every brand has a unique story to tell, and through strategic and creative brand management, we help our clients tell those stories in ways that captivate and inspire them. By embracing creativity, companies can unlock new opportunities, connect deeply with their customers, and achieve remarkable business success. Brand management is a vital discipline that combines strategy, creativity, and consistency to build and sustain strong brands. By celebrating and harnessing the power of creativity, companies can create meaningful and lasting connections with their customers, ultimately driving their bottom line and securing their place in the market. Let us not overlook this unique asset—instead, let us embrace it and unleash its full potential for our brands and businesses.

Here are four ways brand marketers and agencies can thrive in 2019, according to LO:LA’s Nick Platt. Move over ‘disruptive,’ ‘innovative,’ and ‘smart content.’ For the more culturally savvy, even the word ‘bespoke’ can shuffle to the sidelines for the moment. Right at this very moment, the landscape isn’t just shifting, it’s in a bit of a freefall . . . The US government is currently shutdown with no apparent end in sight. Markets have suffered the worst December since 1931 (that’s The Great Depression, a pretty bleak moment in economic history). And a lightning speed, relentless news cycle seems to lie in wait for major (and minor) brand fails. For brands and marketers to simply ‘pivot’ just won’t cut it. In 2019, ‘nimble’ is the new black. To use Merriam-Webster’s definition of the word, ‘nimble’ is defined by “quick and light in motion, agile” and “marked by quick, alert, clever conception” and “responsive, sensitive.” So, to be clear, we’re not just talking about being cheaper and faster with a consideration of spend. We’re talking about adapting a new process to meet the challenges of a new year. Here are four ways that brand marketers and agencies alike can be nimble and thrive in 2019: 1.    Be intelligently fast With attention spans and news cycles being what they are (re: incredibly short), knee jerk reactions that sacrifice smart thinking for speed can get brands and their agencies  in trouble. Fully consider potential outcomes, both positive and negative, before going to market. Establish checks and balances that must be met, and give your team or agency enough time to do it right. 2.     Tighten up your team The old model for brands and agencies saw layers upon layers of team members collaborating on a single project. And while I’m all for being a team player, keep your team tight. A smaller team is more streamlined, which means less room for miscommunication, mistakes and mayhem. It also helps with being intelligently fast, too! 3.     Read. Watch. Listen. Repeat. Here’s where the “responsive” and “sensitive” definition of ‘nimble’ comes in. Depending on who your brand or campaign speaks to – are you reading what they read? Watching what they watch? Listening to the music/podcasts/audiobooks they are? If not,  someone on your (tight) team can be charged with being the eyes and ears on the ground. Getting into the mind of your consumer has always been standard practice, but in a landscape that is increasingly multicultural across race, religion, sexuality and how people identify – it’s never been more important. And once you’ve read, watched, and listened? Do it again. 4.     Admit defeat, but don’t stay defeated In all of this nimbleness and moving quickly, mistakes will be made. When that happens (and it will, trust me), own up to them in an authentic way. The brands that listen to their consumers when they’ve messed up, honestly admit their mistakes and learn from them are the ones consumers respect. Which leads me to . . 5.     Evolve Everyone remembers that iconic scene from ‘The Matrix’ when Neo finally becomes the man and hero he was destined to be. He simply took what he already knew and improved upon it. He didn’t try the same thing over and over hoping for different outcomes. I’m challenging brands and agencies to do the same. Take what you know, all the Big Data and research and A/B testing and focus groups and previous wins and fails and evolve. (And if Keanu Reeves dodging Agent Smith’s bullets in a black trench and a crazy backbend isn’t the definition of nimble, I don’t know what is.)

https://www.msn.com/en-gb/money/business/top-revolutionary-marketing-and-branding-agencies-transforming-your-business-in-2024/ar-BB1oX6vN?ocid=socialshare In 2024 Marketing and Branding are pivotal in shaping your company's success and staying ahead. We are grateful to be included in a select list of organizations helping to do this for their clients. Whether you are an established brand looking to stay relevant or a start-up looking to disrupt the market, we can help you elevate your brand and engage your audience.

Changes reflect the company’s vision to end poverty through financial empowerment SCE Credit Union has unveiled their highly anticipated new name, Rize Credit Union (Rize CU), as part of a refreshed brand identity. This transformation reflects the credit union’s unwavering commitment to their members and ongoing mission to uplift communities by providing the knowledge, access, and care that empowers individuals to achieve lasting financial security. Rize CU’s new look and feel captures their vision to end poverty through financial empowerment while celebrating the organization’s rich history as a trusted financial partner. “We wanted to create a brand identity that embodies the impact we have on our members and in our communities. Rize Credit Union is more than a financial institution. We have a responsibility to provide fair and equitable access,” said Jennifer Oliver, Rize Credit Union president and chief executive officer. “We believe financial security unlocks human potential. Our brand invites like-minded individuals to become a part of something bigger than just a bank and to Rize Beyond Banking. It’s a vision that is optimistic, fun, inclusive, and inspirational.” Rize CU is dedicated to helping individuals realize their full potential and transform their lives for the better. Their deep sense of responsibility to serve the greater good, rather than profit, shines through in the foundational pillars at the heart of the organization - impact driven service, enduring commitment to serve members throughout their lives, and treating everyone with dignity and respect. “We’ve seen firsthand how a lack of financial education can shape a community for generations and immediately understood we could provide critical resources to help uplift and embolden individuals toward a better future,” furthered Oliver. “When we Rize Beyond Banking, we acknowledge it takes all of us to change the direction of our community for the better and we’re here to Rize to the challenge.” Rize CU offers expert guidance and support to help members master their finances and shape their futures through a suite of quality financial products and philanthropic efforts. Their approach revolves around people, not transactions, offering a myriad of affordable banking products and services including traditional loans, insurance, checking and savings accounts, financial education workshops, and one-on-one coaching. Rize CU is a longtime community steward, utilizing its Center for Financial Empowerment (CFE) as an additional champion for its values. The credit union has committed more than $1 million to the community to date in 2024, focusing on ending poverty through financial empowerment to underserved and disadvantaged communities. In 2024 alone, Rize CU has established community partnerships with the YMCA of Metropolitan Los Angeles, the Consulate of Mexico, Las Vegas, and the Los Angeles County Department of Children and Family Services. Rize Credit Union is part of the CO-OP ATM & Shared Branch Network, a national coalition of credit unions that handle transactions for each other’s members, resulting in a network of more than 5,500 branches and more than 30,000 surcharge-free ATMs nationwide, including at most 7-Eleven stores.

In the ever-evolving world of marketing, creating a brand that resonates on multiple levels is crucial. It’s not enough to simply look good or sound right; to truly captivate your audience, your brand needs to appeal to all five senses simultaneously. This dynamic approach can transform a brand experience from ordinary to extraordinary, making it unforgettable. Let’s dive into how brands are mastering the art of multisensory branding to engage and delight their audiences in ways that are both innovative and powerful. The Ultimate Sensory Experience: A Symphony of Senses Imagine walking into a space where everything around you is designed to create a cohesive sensory experience. The visuals catch your eye, the sounds set the mood, the textures invite touch, the scents trigger memories, and the tastes leave you craving more. This is the power of multisensory branding—creating a 360-degree experience that immerses and engages customers on every level. Starbucks: A Full-Bodied Sensory Brew Take Starbucks, for example. When you walk into a Starbucks, it’s not just the aroma of freshly brewed coffee that greets you. The warm lighting, the comfortable seating, the sound of baristas crafting beverages, and the inviting textures of their cups and packaging all work together to create an atmosphere that is uniquely Starbucks. This holistic approach makes every visit a sensory experience, reinforcing the brand’s identity with each interaction. Lush: Scents and Sensibility Lush, the handmade cosmetics brand, excels in creating a sensory-rich environment. Their stores are a feast for the senses, with vibrant colors, lush textures, and, most notably, captivating scents that can be recognized from afar. The tactile experience of their products—from the smoothness of their soaps to the fizz of their bath bombs—complements the visual and olfactory elements, creating a memorable shopping experience that engages customers on multiple levels. Apple: Touching Innovation Apple’s approach to sensory branding focuses on the touch and feel of their products. The sleek design and smooth surfaces of their devices are complemented by the high-quality materials used in their construction. Every element, from the tactile feel of the iPhone to the responsiveness of the MacBook’s keyboard, is designed to convey innovation and luxury. This focus on tactile experience ensures that customers feel the brand’s promise of quality and cutting-edge technology. Abercrombie & Fitch: The Scent of Lifestyle Abercrombie & Fitch has long been known for its signature scent that permeates their stores. This scent is a crucial part of their branding, creating an immediate association with their lifestyle image. Combined with their dim lighting, loud music, and visually striking store design, the scent helps to create a distinct and immersive shopping experience that resonates with their target audience. Tasting the Brand: Coca-Cola’s Flavorful Campaigns Coca-Cola has mastered the art of engaging taste along with visual and auditory elements. Their campaigns often feature the iconic sound of a bottle opening and the visual of condensation dripping from an ice-cold bottle, all designed to trigger the sensory memory of tasting a refreshing Coke. Their use of multisensory elements ensures that the brand is not just seen but felt and tasted, creating a powerful connection with consumers. Interactive Packaging: The Tactile and Visual Delight Packaging plays a vital role in creating a multisensory brand experience. Custom packaging solutions, like branded cups from Templi, can enhance the tactile and visual appeal of your product. A well-designed package can make the product feel premium and unique, encouraging customers to touch and interact with it, which reinforces their connection to the brand. Bringing It All Together: The Multisensory Symphony The key to successful multisensory branding lies in creating a harmonious experience where each sense complements the others. It’s about more than just individual elements; it’s about how they work together to create a cohesive and immersive experience. Consider how you can integrate sight, sound, touch, smell, and taste into your brand strategy. Use visuals to draw attention, sounds to set the mood, textures to invite interaction, scents to trigger memories, and flavors to leave a lasting impression. By crafting a brand experience that engages all five senses, you can create deeper, more meaningful connections with your audience. The Future of Brand Engagement As we move forward, the brands that stand out will be those that master the art of multisensory engagement. By creating rich, immersive experiences that appeal to all five senses, you can differentiate your brand in a crowded market and build lasting relationships with your customers. Embrace the power of multisensory branding and transform your brand into a sensory symphony that captivates and delights. Let’s build brands that aren’t just seen or heard but truly felt, tasted, and remembered. Photo by Devin Avery on Unsplash