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Articles by Thorranze Cheung
Waning veganism, brands, and flexitarians
Veganism was all the rage in the late 2010s. New brands were popping up on supermarket shelves, and in January 2020, we saw the peak in Google search interest for vegan food in the UK. So what happened? In 2020 Veganuary smashed its sign-up record with 400,000 registrants, beating the record from the previous year. But since then things have started to drift out of favour.
How iconic British brand Chewits has stood the test of time
Almost 60 years after its inception, Chewits is still a quintessential staple of the British sweet market. It was helped on its way by the introduction of Chewie the Chewitsaurus, a character who to this day represents the brand and for many brings back beloved childhood memories.
Nokia introduces a new logo, choosing modern over classic
Nokia launched its new logo, the brand’s first in over 5 decades. Leaving behind the iconic blue background and simple white letter forms, the new logo follows a more modern, deconstructed pattern, introducing a new era in the company. The new logo aims to bring a breath of fresh air to the technology company, which for a long time was synonymous with phones.
Changing, fast and slow
Advertising operates on the fastest moving cultural plane, that of fashion and art. Indeed, it is part of the function of an advertising agency to be closer to culture, and broader swathes thereof, than their clients. We pick up signals from any subculture gaining traction and look to ride the waves of cultural popularity, accelerating them as we do. Inevitably, this leads agencies to become extremely focused on the now, the soon, and the speculative.
Where next for brand positioning?
Branding has its origins as a mark of ownership with its use in both the cattle industry and more dubiously in the slave trade. The earliest known example of a branded product was the ‘Fortis’ oil-burning lamps first made in Roman times and produced in Lombardy up until the 2nd Century. Many however would see Lord Lever’s creation of Sunlight soap as the birth of modern branding. The role of his distinctive name and packaging was to act as a guarantee of quality.
Intercultural Design and Branding: Heritage Brands for the Future
We are standing at an exciting crossroads of opportunities for heritage brands. The new generation of consumers are nostalgic, much more so than generations before them, and have a sentimental affection for the past – somewhere where they can find belonging and comfort in an increasingly chaotic world.
Intercultural Thinking: Changing and Adapting to New Cultures
The future is intercultural. The speed at which the pandemic spread across the globe proved the world is more closely connected than perhaps we fully realized. In a post-pandemic world, intercultural thinking can help brands and businesses recover to drive innovation, adapt to the new normal, and achieve new growth. The pandemic has reshaped the world and the market culture to be more human-centric, digitally-driven, and flexible.
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