4/5/2009· Marketing
Tried & True: Heinz turns iconic authenticity into fresh relevance.
By: Rob Wallace
The value of being the genuine original cannot be overstated. Behaviorists like Malcolm Gladwell and Barry Schwartz recognize that in a sea of newness, we consumers find comfort in brands that are consistent, honest and real. We immediately recognize their familiar identities
12/9/2009· Design
By: Rob Wallace
A new set of design advocates is needed: individuals & organizations who aren't afraid to weigh the costs of design against marketplace results.
10/5/2012· Branding - Brand Management
The Tropicana Trouble: How It Might Have Been Prevented
By: Rob Wallace
In the past few weeks I have heard marketing directors from three different large consumer packaged goods companies begin a strategic brand identity design discussion with the warning, "My brand needs significant enhancement, but don't to go too crazy.
10/5/2011· Branding - Brand Management
Blood, Sweat and Tiers: Building Optimal Brand Identity Architectures
By: Rob Wallace
Brand extensions are more than twice as likely to succeed as new brands. With mega-brands like Crest extending to more than 80 SKUs in the United States alone and over 300 products worldwide, today's brands are not just expanding-they are hyper-proliferating.
4/20/2012· Branding - Brand Management
Brand Identification: Be Smart, Be Simple
By: Rob Wallace
Today's world is cluttered with messages. In this enviromnent, Rob Wallace urges simplicity. Powerful brands cut through perceptional noise with a memorably iconic and minimalist approach to colors and symbols. Case studies amplify the principles he advocates, and a three-step process outlines specific criteria managers can use to build designs that are visually clean and engaging.
10/28/2011· Branding - Brand Management
Proving Our Value: Measuring Package Design's Return On Investment
By: Rob Wallace
I've spent the better part of 20 years on the package/brand identity design pulpit.With my colleagues in corporate and consultant design, I have tried to spread the gospel of package design's pre-eminent role in communicating the brand's core identity, its emotional essence, and its primary connection to consumers.
9/27/2018· Branding - Brand Management
Branding 4.0 and the Age of Hyper Customization
By: Rob Wallace
Brand identity and package design has entered into its 4th generation. And in this next phase, the brand will never again have the same message to the 100 million consumers. It will offer 100 million "on-brand" messages customized to each individual consumer. To trace this progress, its relevant to understand how branding evolved from its onset.
3/22/2013· Branding - Brand Management
Icons - Your Brands Visual Essence
By: Rob Wallace
In the visual circus that has become the retail environment, the icon can be your most effective tool for communicating your brand s message and for connecting with your consumers.
2/14/2013· Design
By: Rob Wallace
Several months ago, a well-respected Fortune 500 consumer products corporation asked its design leader to fire his entire staff and re-hire them under the payroll of one of its pre-press consultants. As a reward for completing this awkward transition, the design manager was, in turn, laid off.
9/4/2018· Design
Redesigning the Design Industry; "The Next-Generation Consultancy"
By: Rob Wallace
Those of us who run design consultancies embrace change. In fact, we are often our client's primary "change agents". We foresee the emerging need in the ever-evolving market, and mold our clients' brands and experiences to meet that new need.
by Kent Sasse, MD
by Ellen Boughn
by Lorne G. Everett, PhD, et al
