Liquor City’s branding has been synonymous among the South African public for more than 20 years.. The decision for a rejuvenated brand was made to keep up with changing market trends as well as to carry the brand to its full potential. GAWK Visual Engineers was bestowed the honours and took on the job with great gusto.

Much debate has recently been going on in design and branding circles around whether “the logo is dead,” as British designer and brand consultant, Simon Manchipp, publicly claimed. But before we write our eulogies for this superstar of branding, let’s first see if it is not worthy to be placed on life support. The gun to the logo’s head So, why is the logo’s life threatened in the first place?

Product and price are by no means the only players when it comes to pushing sales in-store – presentation plays a most pivotal part! Think of it like this – what seems most appetizing: a gourmet meal haphazardly shoved into a takeaway box accompanied by plastic cutlery and eaten on a dirty sidewalk, or the exact same food, attractively served on fine china and enjoyed at a beautifully laid table

One of the most mainstream modern-day marketing mantras goes like this: Let us entertain you! Entertainment marketing (also known as branded entertainment) entails the promotion of your business by means of amusement. This could be done, for example, through producing entertaining content (such as videos, blogs, memes, etc.) or by hosting entertainment events (such as concerts or sport days). And let’s not forget the very current trend of ‘’sadvertising’’ (those

Humans are visual creatures. In fact, vision trumps all our other senses in our perception of the world. When we see something good-looking or interesting, our brains react to it. We are physiologically hard-wired to feel rewarded by beauty and motivated by novelty in our field of sight. When it comes to marketing, this visual disposition of mankind needs to be appreciated. (Yup, promotion is ultimately all about tapping into

Any typical contender has to deal with intimidation when faced by a significant and strong opponent. Power is persuasive, and we often believe that the big boys are inevitably set to take the victories. However, knowledge – converted into smart strategies – can trump power. And that is why the underdog is very much in the game – also with regards to business. Here are some suggestions on how to

You may have spent a fortune on logo design, put endless thought into colour schemes, paid considerable attention to product quality, but have given your staff (who seemed really cheerful at the beginning) a mere gloss-over of customer relationship management, if any at all. The bottom line is that the biggest interaction your customers will have with your brand will be that moment when they pick up the phone, make

Marketing is powered by the need to connect, inform and persuade. Much of it is about what we want to tell people and what we‘d like them to do once we’ve told them. But sometimes results fall short of what we desire; clever ads have flopped, brilliant campaigns have failed. At times we are left shaking their heads, wondering where we went wrong. There could be several reasons: Telling our

Vision and imagination in marketing We live in such a fast-changing world that the time needed to invent and initiate new experience becomes pressured and limited. Yet new is what the world demands – over and over. How do we constantly renew our experience of what is around us, what we already know and feel, and what we demand to be changed? How do we capture fleeting attention spans already

When times are tough economically, marketers will look for ways to keep their brand alive and vibrant while reducing costs at the same time. One mistake made by many is to cut down on the outlay involved in display stands at trade fairs, expos or marketing events. However important these functions are in good times, they become even more vitally important when sales are flagging. Granted, you may feel a