R[E]D – Research : Emotion : Design

A Brand Research and Development Strategy Firm


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Understanding, the Bridge Builder Between a Company and Its Audience

Pulling from logo warehouses or crowdsourcing design may sound tremendously appealing for filling in the blank spot on the top of your letterhead.

You want something trendy and cool, even if it’s just to check off a task on your to-do list.

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It doesn’t make sense for a company to use a logo that has an immense lack of understanding. A logo alone isn’t the solution to developing a strong brand. Strength comes from understanding company culture, which is a giant part of a larger brand strategy. Understanding provides an opportunity to develop cohesive and consistent messaging. This requires customization, knowledge and skill. RED has acquired all the skills needed to build you a solid foundation that is not hollow and inauthentic.

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Brand “Concept Testing” try Pretotyping in a Pop-up

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Fruit of the Loom is ‘Pretotyping in a Pop-up’ to Concept Test Premium Brand

Shoreditch, London – home of hip.  That’s where t-shirt brand Fruit of the Loom is concept testing (or ‘pretotyping*’ to use the jargon) a new premium brand – ‘Seek No Further‘.

Pretotyping: Testing the initial appeal and actual usage of a potential new product by simulating its core experience with the smallest possible investment of time and money.

Pretotyping In a Pop-up = Awesome Concept Testing

Renting an unused retail space just for four months, Fruit of the Loom is testing for consumer appeal with a very limited run of garments. There’s one in Shoreditch, and one in Berlin – and a pop-up website.

This is concept testing done right – there’s a world of difference between seeing words on a page and experiencing the product – so could pop-up + pretotyping be the future of concept testing?

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Author / Paul Marsden
Source / brandgenetics.com


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Brand Marketing Strategy | Put Your Money Where the Growth Is

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Many political conversations today focus on the rapid, immense multicultural population growth in America. However, what about the business implications? How much does an increasingly diverse America effect direct marketers? Quite a bit, actually, according to a recent report from Geoscape.

Geoscape, a business information and services company, found that 88% of America’s population growth is composed of African American, Asian, and Hispanic consumers; particularly Hispanics, who comprise about 18% of the total U.S. population.  Hispanics are the fastest growing segment, having grown 11% since the 2010 census to more than 56 million. Multicultural groups now account for 35% of the American population.

“Some companies just aren’t bringing this growth into focus,” says Geoscape CEO César Melgoza. “Companies that aren’t prioritizing this growth are essentially investing is flat or shrinking markets. That’s probably not acceptable to their constituents,” he says. This leaves marketers with an interesting challenge, or rather, opportunity; one that has little to do with political correctness and everything to do with furthering business growth.

Many businesses struggle with prioritizing or realizing a multicultural marketing strategy. Here, Melgoza offers seven tips that will help keep marketers and their organizations remain relevant to the ever-changing face of their target consumers.

1.       Understand the level of urgency

“Understand that business is about growth and growth is multicultural. If you invest heavily in general markets, then that may not be the best use of budget.”

2.       Measure everything

“Start with a benchmark. Identify your penetration into a segment now, monitor that penetration, and use that data to improve it.

3.       Build a robust business case

“Link this growth with what the company is doing now to differentiate itself and use it to plan how the company will continue to differentiate itself in the future.”

4.       Develop a sound strategy

“Walmart is an example of a company that absolutely cannot ignore multicultural marketing. They know their growth is coming from these segments and they’ve positioned their company and products around this.”

5.       Address all touchpoints in the operation.

“It’s not just about marketing communication, or having cool ads. Develop all channels. How is the call center experience and does it direct consumers to where they need to go? Does the in-store experience match what’s been advertised? Does the product itself match what’s been advertised?”

6.       Scale these efforts according to the opportunity

“Sure, your multicultural efforts are great in Austin, but what about everywhere else? Businesses like Kroger are scaling multicultural marketing across their retail network because they’ve seen how successful it is.”

7.       Evangelize the organization

“A lot of the people resistant to this type of change are middle management. The executives get it. The stockholders get it. Some people may think this is a political or ‘do-good’ issue. They may not understand that their growth hangs on this. You need to grow, and growth is multicultural.”

Author / Perry Simpson
Source / dmnews.com


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What B2B Buyers Want From Vendor Websites

Easily accessible contact information is the most import thing on a B2B vendor website, according to a recent report from Dianna Huff and KoMarketing Associates.

Over two-thirds (68%) of B2B buyers say a vendor’s address and contact information is critically important on a site and 55% indicate they’ll leave if it isn’t available.

Moreover, 51% of buyers say having thorough contact/about information is the best way for a vendor’s website to establish credibility.

Most of the B2B buyers surveyed (81%) say they like to contact vendors via email; telephone is the second choice (58%). Only 39% like to use a contact form, yet that is the most common option provided by vendors.

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 Below, additional key findings from the report, which was based on data from a survey of 175 B2B buyers.

‘Must Have’ Content

        • After contact information, buyers say pricing is the most important content on a vendor website; 43% of respondents say it is a “must have.”
        • 38% say technical support information is key, and the same proportion say case studies, whitepapers, articles, and blog posts are essential.

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Homepage Expectations

        • 90% of buyers want to see product/services information on vendors’ homepages.
        • Buyers also want to see about/company information (61%), marketing collateral (37%), and testimonials (36%).
        • Fewer buyers look for social media buttons (24%) or links to a blog (22%).

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Why Buyers Leave Sites

        • Asked which website elements annoy them or cause them to click out of a page, most respondents (93%) cited video or audio that plays automatically.
        • Buyers also do not like animated ads that crawl across the page or pop ups (88%), lack of message/can’t tell what a company offers (83%), and lack of contact information (79%).

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Author / Ayaz Nanji
Source / marketingprofs.com


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True Brand Intelligence Lays Centered between the Head and the Heart

Today’s marketing strategy has been blown up with big data. Don’t get this wrong, data is important.

Image courtesy of Vlado / FreeDigitalPhotos.net

But the human emotional connection is what truly matters. If marketers are looking for the intelligent solution to today’s modern marketing, big data alone won’t be the “golden ticket.” Data alone promises a risk of an indelible letdown.

Getting the business needle moving takes a great brand development strategy and data research that brings precision to your relevant marketing. Data alone doesn’t motivate consumers to buy. Rather, the capability to read the mind of your customers will lead to the emotional connection that drives consumers to buy.

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Credit: officenow / flickr.com

With modern-day marketers having a direct focus on big data, the emotional connection on which humans thrive is being pushed into the peripheral. RED is leading in this brand marketing strategy. Leaders know that true brand intelligence is centered between the head and the heart.


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Do You Need a Style Guide? Answer: Yes

It’s a simple question: Do you need a style guide? And it has a simple answer: Yes. Any brand, company, blog or webpage that wants to create and maintain consistency and a professional feel should have a style guide.

Style guides are a must for any publisher with multiple employees. This is especially important if more than one person will work on any brand elements (from the website to printed materials), and to ensure that transitions between employees are seamless in the eyes of users. Today, we take a look at well-documented style guide from MailChimp, and highlight things you can take away in creating your own document for the first time.

What Is a Style Guide?

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A style guide is the ultimate resource for visual and writing tone for your brand. The guidebook is not intended to be read cover to cover (and should not be written that way), and should be organized as a simple resource manual.

Style guides cover two big areas: visuals and writing. For website or app development, a style guide may contain a third area, defining how the user interface should work or coding specifics.

A style guide is a fluid document and once written should be updated regularly. When creating this document, consider how it will look and be used during the process. Your style guide should follow the styles defined. Use your brand’s color palette and the same writing style that you would like to be associated with the brand.

MailChimp’s “Voice and Tone” style guide follows this concept. The tone is simple and the guide looks and feels like the website. In addition, MailChimp also has a “Brand Assets” guide for how visual elements are used.

Getting Started

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Creating a style guide from scratch is not a task that you can complete in an hour. It will take some planning and time. But once the document is created and if updated regularly, it can be a time-saver in the long run. Before you write the first word of instruction, gather (or create) this list of materials to make compiling your guide that much easier.

Branding definitions, styles and logotypes: This includes examples of how logos can and can’t be used, as well as fonts, sizes and color swatches.

Font palette: List all the typefaces, sizes and colors that are acceptable. Include specs for how each is used from styles for body type, headers, quotes, labels, captions, navigation elements and so on.

Images, icons and buttons: Define style, color, size and placement of each.

Styles for forms or calls to action: Define what type of information can be collected and how data collection works. Write and include disclaimer information.

Basic layout: What is the basic template for your design? Include a few examples for how your letterhead, printed materials or web pages should look.

Visual Style

 

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The visuals section of the style guide includes several key parts: acceptable fonts and use, including normal, bold, italic and special styles; color and size for typefaces; settings for bullets or lists; color palette; and image guidelines, such as size, border specs and uses such as text wrap or image and text combinations.

These styles should be written in simple and clear language and include technical specs, such as complete font names, color mix swatches (in RGB, CMYK or Pantone) and usage guidelines for web and print (if applicable). Some brands have both a print and web style guide; other brands opt for one document that covers both.

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MailChimp’s style for typography is direct and shows each font and usage. The style guide should include HTML specs as well for website styles. What elements use an H1 versus H2 versus H3 tag. (We’ll go into more detail about web specifics in the HMTL section.)

In addition, visual style guidelines should include a full description of when, how and where branding and logos can be used. This includes how the logo looks, if colors or fonts can be altered (typically not) and in what instances use is acceptable.

Writing Style

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Just as important as your visual style is the tone of the writing. It can be jarring for users to come see your brand material and it read light and silly in one instance and cold and sterile in another. How the words come together can help clients or users associated with your products, making a writing style vital.

Key parts of written style include tone; spelling and language; reader level or jargon; voice; structure; use of symbols, numbers and lists; branding or trademark usage; and overriding style guide of choice.

There are a handful of generally accepted written style guides for English-language publications. Most company style guides direct you to use one of these for questions on matters of usage and style.

AP Style: The Associated Press Stylebook is used by journalism and writing professionals in print and online. The style focuses on consistency and brevity and is common because of these attributes.

Chicago Style: The Chicago Manual of Style is used by academics and for scholarly works, businesses and includes the basics for a more formal style of writing.

MLA Style: The Modern languages Association style guide is most commonly used in academics, liberal arts and humanities.

MailChimp’s writing style guide includes great examples of press releases and how the site should read as well as how the brand interacts with customers on social media, the blog and how the company’s trademark jokes should be handled.

User Interface and HTML

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If you are creating content for the web, you need rules for digital publication as well. While text, color and tone guidelines will be outlined in other guides, you should also note how the website and user interface should work. (The PRL guide is an excellent resource.)

Text: Explain HTML markup rules. What type of headers are used and how? What’s the difference in usage between an H2 or H3? In addition to usage, what markup does your site use? This is the part of the guide that details every usage.

Images: The rules for image use should be just as clear as for text. Do you have a specified width or height for every image? Is there a standard text wrap or border size? How should alt tags be used. Make sure to answer each of these questions clearly.

Naming and saving files: In addition to how things should look, consider a little web housekeeping. How should files be named and saved in the CMS? Set clear guidelines so that your file maintenance is clean and files are saved at manageable sizes and are easy to find.

Coding practices: Determine and set forth coding standards for HTML, CSS and JavaScript. Include examples.

User Interface: If you did not include a visual guide for user interface elements and workings, include it here. What types of inputs are used and how are they labeled? (Do you use words like “Continue,” “Submit,” or “OK?”) Include a “kit” of your site’s user interface elements and usage.

In Conclusion

 

The best way to get started with creating a must have style guide is to contact:

brand research and development

Go ahead. Request a free evaluation!

Original Author / Carrie Cousins
Original Source / Design Shack

 

 

 


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How People Discover New Brands

The most effective method for brand discovery remains articles published in mainstream media outlets, according to a recent report by GlobalWebIndex.

However, consumers are increasingly engaging with this content in digital form, rather than finding it in print.

Asked how they discover new brands, products, or services, 47% of 16-24 year-olds and 45% of 55-65 year-olds cited articles posted on the websites of newspapers and magazines. That’s nearly double the number (20% and 27%, respectively) who discover brands via articles published in the print versions of newspapers and magazines.

After newspaper and magazine articles published on the Web, the next most common method for discovering new brands is recommendations from real-life friends. Consumer comments on message boards is third, and results from search engines is fourth.

Advertisements and celebrity endorsements land in the middle of the pack, as do recommendations from digital friends and blogger reviews.

The least common method for finding new brands is via deals on group buying websites, such as Groupon.

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Author / Ayaz Nanji
Source / marketingprofs.com