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What is Brand Stretch and Brand Extension?
Read more: What is Brand Stretch and Brand Extension?The most successful brands never stand still. Innovation is today’s currency and all brands have to find ways to maintain the purity of their unique essence, whilst also expanding the basket of products that they have to sell. Two key ways that they can achieve this are through brand stretch and brand extension. This piece…
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What Are Challenger Brands Doing In 2021?
Read more: What Are Challenger Brands Doing In 2021?This article was originally posted in 2020 but has been updated in July 2021 The first decade of the 21st century has seen the continued rise of the challenger brand as it accelerates and morphs from its early establishment in the 1990s. This is not least because, although challenger brands come in all shapes and…
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House of Brands or a Branded House?
Read more: House of Brands or a Branded House?If the terms ‘House of Brands’ and ‘Branded House’ are not familiar to you, this piece is designed to help you to understand how these two branding concepts may be of value to your business as it develops, meets challenges and takes advantage of opportunities. The outward facing and corporate difference between the two is…
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How To Create A Strategic Brand Name
Read more: How To Create A Strategic Brand NameBusinesses, large and small, have been adversely impacted by the global health crisis. We can expect to see new businesses emerging with a renewed vigour and vim. One small decision which could have a big impact on future success is what to call the new entity. A brand name should be capable of delivering the…
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Why is brand development important for your business?
Read more: Why is brand development important for your business?It’s possible to brand virtually anything, from people to companies, products to services. Brand development is a process with several steps, with the main aim being the building of brand equity for your customers or clients. It involves far more than simply designing a new logo and using it in all your marketing collateral to…
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East Anglian Firms That Have Successfully Rebranded
Read more: East Anglian Firms That Have Successfully RebrandedAs businesses expand, their goals and aims become clearer. When considering a successful rebrand, any design team needs to take three essential questions into account. Firstly, why does the business need to make a change? Secondly, which elements need to remain constant in order to preserve brand equity? And finally, should the change represent an…
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The Most Distinctive International Women’s Day Campaigns
Read more: The Most Distinctive International Women’s Day CampaignsThe distinctive way brands have chosen to mark International Women’s Day in many ways demonstrates how far we have come. However on the centenary of women’s suffrage, it can highlight just how far we have left to travel. Here’s our selection of the four most distinctive International Women’s Day campaigns. Penguin Waterstones pop-up shop Penguin…
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Five Things Every Brand Strategy MUST DO
Read more: Five Things Every Brand Strategy MUST DOA powerful, succinct brand strategy should underpin all of your activity. Read on for the definition of a Brand Strategy, and for the 5 things your brand strategy can’t survive without… Brand Strategy Definition: At Mackman our definition of Brand Strategy is: “A document that plans the development of a brand in order to meet its agreed objectives.…
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University of Essex – 50th Anniversary
Read more: University of Essex – 50th AnniversaryEarlier this year, Mackman undertook the recruitment exhibition design for the University of Essex. Following its success, we were recently commissioned to produce a new exhibition piece in aid of their 50th anniversary. The brief was to produce high impact typography, which could be placed inside or outside depending on the the nature of the…
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The Original Pantone Book
Read more: The Original Pantone BookThis month in the design studio we have come across the original pantone book, almost three hundred years before The Pantone Colour Guide was created. A Dutch artist named A. Boogert documented all 800 colours through watercolour paints in a book titled ‘Traité des couleurs servant a la peinture a l’eau’, which translates in English to…
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