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?
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
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
Nothing kicks things off like a cup of hot brewed coffee. From bean to cup, the magic that is released through the brewing process should always be enjoyed amongst great company. So why don’t you join us at Gallagher Convention Centre in Johannesburg between 7-9 September at FESPA Africa, the region’s largest dedicated print and signage exhibition, for a cup of your favourite roast, while we chat about the merits
When it comes to retail marketing, it is well known that if you can convince a child about a product you want to sell, you’re 80% on the way to convincing their parents to open their wallet. There is nothing in the world that excites a child more than stepping into a toy shop, where their dreams, fantasies and aspirations can be found in all their tangible glory in one
On Tap TV is an on demand provider of internet streamed television series and movies. When their brand launched late in 2015, part of their campaign was to install pop-up lounges at major shopping malls, where the public could experience their product offering first hand. We designed, manufactured and installed 2x FSD lounges that were utilised at Menlyn Mall and Cresta shopping centre. The lounges were designed in such a
They say there’s no sentiment in business but in fact it’s sentiment that drives everything in business. Part of the problem in difficult economic times is that people expect things to be difficult. A downturn can be no more than negative reaction to an event that is unexpected or perceived to have merely the potential to be threatening. Shares are hurriedly sold, sales drop, companies downsize. And a ripple effect