CULTURE

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

Crafting magnetic, personal experiences that resonate deeply with your audience doesn't have to rely on traditional personalization techniques. Instead, ignite passion, loyalty, and excitement by building vibrant brand communities and creating unique experiences that go beyond data. Let’s dive into how you can transform your brand into a movement that captivates and connects on a profound level. The Personalization Paradigm Sure, personalization through data analytics and AI has its perks. It helps brands tailor experiences, making customers feel seen and valued on an individual level. But let’s get real—there’s more to connecting with people than algorithms and data points. Brands like Lululemon and Glossier have cracked the code on creating powerful, personal connections without getting bogged down in the data. Lululemon, for example, doesn’t just sell activewear; they promote a lifestyle. Their community events, wellness initiatives, and ambassador programs aren’t just marketing tactics—they’re invitations to join a movement. Similarly, Glossier’s success isn’t just about beauty products. It’s about empowering their community to share their stories and experiences, creating an authentic, user-driven brand narrative. Community Building: The Heartbeat of Your Brand Let's crank up the energy and focus on community building. This isn’t about generic likes and shares; it’s about creating a tribe, a family, a movement. Your brand should be a beacon that attracts like-minded individuals through shared passions and values. Noel Gallagher’s Wisdom: Create What They Didn’t Know They Wanted Take a leaf out of Noel Gallagher's playbook. He famously said, “The public doesn’t really know what they want; they need to be told what they want. If you trust in what you do, then other people will trust it”​ (OasisMania)​. This insight is gold. Instead of waiting for data to tell you what your audience wants, lead with your vision. Create something so compelling, so exciting, that it captivates your audience’s imagination. Unique Brand Experiences: Beyond the Algorithm Creating unique, memorable experiences is where the magic happens. Think beyond the data and craft experiences that leave a lasting impression. Whether it’s through immersive pop-up events, interactive installations, or exclusive product launches, your goal is to create moments that resonate on an emotional level. Imagine hosting a surprise concert at a major music festival, much like what major brands do to align themselves with significant cultural moments. Or consider creating an interactive installation that becomes the talk of the town. These experiences don’t just engage—they create stories and memories that your audience will share and cherish. Balancing Data with Creativity Data is a fantastic tool, but don’t let it stifle your creativity. Use it to inform your broader strategy, but let your intuition and creative vision drive your execution. This balance ensures your brand remains relevant while still being fresh and exciting. Take cues from brands that seamlessly blend data insights with creative execution. They might use data to identify a trend but then let their creative teams run wild with how to interpret and implement that trend in a way that feels genuine and exciting. Authentic Storytelling and User-Generated Content Storytelling is the heartbeat of any compelling brand. Share stories that reflect your brand’s values and mission. Encourage your community to share their stories too. User-generated content isn’t just free marketing; it’s a powerful way to create authenticity and foster a sense of belonging. For example, a brand that encourages customers to share their personal journeys related to the brand’s products or services builds a rich tapestry of narratives that resonate far more deeply than any ad campaign could. Build a Brand That Thrills In a world where personalization is the norm, dare to be different. Build communities that thrive on shared values and passions. Create experiences that surprise and delight. Trust your vision and craft stories that connect on a human level. By focusing on community and creativity, you’ll build a brand that not only meets the needs of your customers but also thrills and inspires them. Remember, the most powerful connections come from shared experiences and emotional resonance—not just data-driven personalization. So go ahead, build something beautiful, and watch your brand become a movement. Photo by Highlight ID on Unsplash

Los Angeles, 05/23/24 — London : Los Angeles, today announced its recognition as a 2024 Spring Global Award winner for Creative, TV Advertising, Print Advertising, Radio Advertising, Out-of-Home Advertising services on Clutch, the leading global marketplace of B2B service providers. Honorees are selected based on their industry expertise and ability to deliver scores that are calculated based on client feedback from thousands of reviews published on Clutch. London : Los Angeles is honored to be recognized as a 2024 Spring Clutch Global Award winner. This award is a testament to the excellent client work we have delivered this year as recognized through the voice of our customers in their reviews on Clutch. We're proud to be recognized as a top B2B company for Creative, TV Advertising, Print Advertising, Radio Advertising, Out-of-Home Advertising leaders on a global scale. Clutch Global Awards showcases the very best in the B2B services industry worldwide. “It is a joy to witness the incredible success of leading companies worldwide on our platform, and an even greater joy to recognize these companies as Clutch Global honorees,” said Sonny Ganguly, Clutch CEO. “Their dedication to delivering next-level services to clients has not only bolstered their own success but empowered numerous clients to thrive as well. In recognizing this spring’s Clutch Global honorees, we aim to showcase industry leaders and encourage connections for Clutch users seeking tailored services to achieve their goals.” ABOUT CLUTCHClutch empowers better business decisions as the leading global marketplace of B2B service providers. More than 1 million business leaders start at Clutch each month to read in-depth client interviews and discover trusted agency partners to meet their business needs. Clutch has been honored for the past 6 consecutive years as an Inc. 5000 fastest-growing company and by the Washington Business Journal as one of the 50 fastest-growing private companies in the DC metro area for 2023.

To stand out today requires more than just a unique product or catchy tagline. It demands genuine engagement with your audience and an authentic connection that resonates on a personal level. Enter Collaborative Branding—a strategy that transforms your customers into active participants in shaping and promoting your brand. By leveraging the power of your existing customer base, you can create a vibrant community, generate authentic content, and amplify your brand’s reach and credibility. Let’s explore how you can harness the power of Collaborative Branding to build your brand’s world. What is Collaborative Branding? Collaborative Branding is a customer-centric approach that invites your customers to take an active role in shaping and promoting your brand. Unlike traditional marketing, which often relies on top-down messaging, this approach is about co-creation and collaboration. It's about building a community where customers feel valued and empowered to contribute their ideas, experiences, and creativity. The Power of Customer Involvement Customer advocacy and word-of-mouth marketing are incredibly powerful tools. According to the Nielsen 2021 Trust in Advertising study, 88% of global respondents trust recommendations from people they know more than any other form of advertising​ (Nielsen)​​ This trust is amplified when customers themselves become advocates for your brand, sharing their positive experiences and stories. When customers are genuinely involved, they become more than just buyers—they become passionate brand ambassadors. These ambassadors can extend your brand’s reach organically, tapping into their networks and amplifying your message far beyond what traditional advertising can achieve. Building a Genuine Community Create a Sense of Belonging Building a community where customers feel a sense of belonging is foundational to Collaborative Branding. Create platforms where customers can connect, share experiences, and engage with your brand. This could be through social media groups, dedicated forums, or brand-specific apps. Encourage discussions, solicit feedback, and celebrate user-generated content. The goal is to create a space where customers feel a sense of belonging and ownership. Encourage Authentic Storytelling Authentic storytelling is at the heart of Collaborative Branding. Run campaigns or initiatives that invite customers to share their experiences with your products or services. Feature their stories, reviews, and content on your brand’s channels. This not only provides authentic content but also makes your customers feel valued and recognized. Foster Co-Creation Co-creation is about involving your customers in the product development process. Solicit their ideas and feedback through surveys, focus groups, or beta testing programs. Allow loyal customers to preview new products or features before they’re launched. This not only enhances product relevance but also creates a sense of involvement and investment in your brand’s success. Nurture Meaningful Relationships Collaborative Branding is not just about transactions; it's about building lasting relationships. Engage with your customers regularly, not just when you need something from them. Show genuine interest in their needs and feedback, and use this information to improve your offerings. By nurturing these relationships, you create a loyal customer base that feels genuinely connected to your brand. Celebrate and showcase the contributions of your community. Highlight success stories of customers who have significantly contributed to your brand’s growth, showcasing their importance and impact. This not only reinforces the value of their involvement but also inspires others to participate. Consider brands like Lego, which has mastered the art of Collaborative Branding. Lego Ideas is a platform where fans can submit their designs for new Lego sets. The most popular designs are turned into actual products, with the original designers receiving a share of the profits. This not only generates innovative product ideas but also creates a deep sense of involvement and loyalty among Lego enthusiasts. Another example is Glossier, a beauty brand that thrives on customer input. Glossier involves its community at every stage, from product development to marketing. They regularly solicit feedback and ideas from their customers, ensuring that their products meet the real needs and desires of their audience. This approach has helped Glossier build a loyal and engaged customer base that feels personally invested in the brand. Measuring the Success of Collaborative Branding To gauge the effectiveness of your Collaborative Branding efforts, it's important to track key performance indicators (KPIs) such as: Engagement rates on community platforms. Volume and reach of user-generated content. Referral program participation and success rates. Customer loyalty and retention metrics. Gather and analyze data to assess how well your strategies are performing. Use this feedback to iterate and improve your approach. Remember, Collaborative Branding is an ongoing process of engagement and co-creation. In a world where blending in is no longer an option, Collaborative Branding offers a path to extraordinary success. By empowering your customers and inviting them to be a part of your brand’s journey, you can build a dynamic, authentic, and loyal community. Start small, but think big—embrace creativity, authenticity, transparency, and trust. Dare to be different and let your customers help you build a brand that stands out in a crowded marketplace.

THE 30th ANNUAL COMMUNICATOR AWARDS ANNOUNCES WINNERS Excellence and Distinction award recipients named New York, NY (May 7, 2024) - The winners of the 30th Annual Communicator Awards have officially been announced by the Academy of Interactive and Visual Arts (AIVA). And we are delighted to say our Brand work for Hotel Nikko has won 4 awards. With over 3,000 entries received from across the US and around the world, the Communicator Awards is the largest and most competitive awards program honoring creative excellence for communications professionals. The competition celebrated its 30th anniversary this year with a pledge to honor timeless communication. Winners who received the competition’s highest honor, the Award of Excellence, include Disney, The White House Historical Association, Mastercard, George P. Johnson Experience Marketing, AARP, Veritas, IBM, U.S. Department of Veterans Affairs, Hearts & Science, PBS, Havas, PepsiCo and many others. Please visit the Communicator Awards Winners Gallery to view all the winners this season. “The entries into this season of The Communicator Awards were such a great representation of our three decades celebrating innovation and creativity in all forms of communication. I couldn't have wished for a more diverse and brilliant body of work to be placed in our jurors' capable hands,” said AIVA Managing Director Lauren Angeloni. “I want to congratulate all of the honorees for their well-deserved wins. I also would like to extend sincere thanks to our jurors, who always put so much time and heart into the review process.” For more information about the Communicator Awards, please visit communicatorawards.com, email the Communicator Awards at info@communicatorawards.com, or call (212) 675-3555. About The Communicator Awards The Communicator Awards is the leading global awards program honoring creative excellence for marketing and communications professionals. Founded three decades ago, the Communicator Awards is an annual competition recognizing the best in advertising, corporate communications, public relations and design. The Communicator Awards is sanctioned and judged 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: GE Digital, Spotify, Condè Nast, Disney, Accenture Song, Superfly, Fast Company, Digitas, and many others. See aiva.org for more information.

In today's fast-paced and ever-evolving marketplace, authenticity has become more than just a buzzword; it's a vital component of successful branding. In an era where consumers are inundated with advertising messages and bombarded by flashy marketing campaigns, authenticity stands out as a beacon of trust and transparency. So, what exactly is authenticity, and why does it matter in branding? Defining Authenticity Authenticity in branding refers to the genuine and honest portrayal of a brand's values, mission, and identity. It's about being true to oneself and staying faithful to what sets your brand apart from the competition. Authentic brands don't just talk the talk; they walk the walk, consistently delivering on their promises and living up to the expectations of their audience. Building Trust Through Transparency In a world where skepticism and cynicism abound, consumers are increasingly demanding transparency from the brands they support. They want to know who they're buying from, what the brand stands for, and how their products are made. Brands that embrace transparency and openness not only earn the trust of their customers but also foster long-lasting relationships built on mutual respect and understanding. The Power of Authenticity in Brand Loyalty Authenticity breeds loyalty. When consumers feel a genuine connection with a brand, they're more likely to become repeat customers and brand advocates. Authentic brands don't just sell products; they sell experiences and emotions, creating meaningful connections that go beyond mere transactions. By staying true to their values and engaging authentically with their audience, brands can cultivate a loyal following that will support them through thick and thin. Unleashing Creative Potential Creativity knows no bounds when it comes to authentic branding. Drawing inspiration from art, culture, and the world around us, brands can create unique and memorable experiences that resonate with their audience on a deeper level. By daring to dream big and embracing the unexpected, brands can differentiate themselves from the competition and carve out a niche that is uniquely their own. Taking Your Brand to New Heights In conclusion, authenticity is not just a trend; it's a fundamental aspect of effective branding in the modern age. By staying true to your values, being transparent with your audience, and unleashing your creative potential, you can build a brand that inspires trust, loyalty, and admiration. So, are you ready to harness the power of authenticity and take your brand to new heights? Photo by Rita Morais on Unsplash

In the dynamic world of brand leadership, vision-setting stands as the cornerstone of success. It's the compass that guides every strategic decision, the driving force behind every initiative, and the rallying cry that unites teams towards a common purpose. In this inaugural installment of our brand leadership series, we delve into the critical role of vision-setting in effective brand leadership. Key Points: 1. Defining the Brand's Mission and Values: At the heart of every successful brand lies a clear sense of purpose and identity. Defining the brand's mission – its reason for existence – and core values – the guiding principles that shape its behavior and decisions – lays the groundwork for crafting a compelling vision. By articulating what the brand stands for and what it seeks to achieve, leaders provide a sense of direction and purpose that inspires and motivates their teams. 2. Articulating a Compelling Vision: A compelling vision paints a vivid picture of the future – a future that inspires, excites, and ignites passion. It articulates the brand's aspirations, ambitions, and desired outcomes in a way that resonates with stakeholders at all levels. Whether it's conquering new markets, revolutionizing an industry, or making a positive impact on society, a compelling vision captures the imagination and fuels the drive for excellence. 3. Aligning the Vision with Organizational Goals and Objectives: A vision is only as powerful as its alignment with organizational goals and objectives. Effective brand leaders ensure that the vision reflects the broader strategic priorities of the organization and is translated into actionable goals and objectives that guide decision-making and resource allocation. By aligning the vision with the realities of the business landscape, leaders ensure that it remains relevant, achievable, and impactful. 4. Communicating the Vision Effectively to Stakeholders: Communication is key to bringing the vision to life and rallying support from stakeholders across the organization. Effective brand leaders communicate the vision clearly, consistently, and compellingly, using a variety of channels and formats to reach different audiences. Whether it's through town hall meetings, company-wide emails, or one-on-one conversations, leaders ensure that every member of the team understands and embraces the vision and their role in bringing it to fruition. Takeaway: In the ever-evolving landscape of brand leadership, a clear and inspiring vision serves as the North Star that guides strategic decisions, fuels innovation, and unites teams towards common goals. By defining the brand's mission and values, articulating a compelling vision, aligning it with organizational objectives, and communicating it effectively to stakeholders, leaders lay the foundation for long-term success and sustainable growth. As brand leaders, our vision is not just a destination – it's a journey of transformation and impact.