There has been a seemingly never-ending number of major rebrands in the last month, and as we were delving deeper into the latest, I stopped to think, can a major rebrand really be that effective?
With high streets in the UK revealing more and more empty shop fronts and retailers turning to digital e-commerce, it’s easy to think the analogue shopping experience is dying. With retailers like Amazon and Asos offering overwhelming choice, fast delivery and free returns, it’s becoming more and more difficult for high street shops and physical retailers to compete. It’s easier to think that this is creating a demise in the high street of yore…or is it, actually, that consumers want something different?
From Nike to Carlsberg, via John Lewis and Waitrose, advertising and branding seem to be taking a socially conscious turn. Despite many brands taking a stand on social issues, few come across as genuinely authentic.
…Or just in chaos, for that matter. Trying to run accounts throughout the quiet summer months, Christmas, illness, maternity cover, or any extended period of disruption can be challenging. When you’re trying to keep a tight schedule and keep a project on track, you tend to rely on the team around you keeping up their roles, which doesn’t always come to fruition.
We hear time and time again that having problem-solving as a skill is essential. Lists of ‘Top Skills any Employee Should Have’ are forever telling us we need to be solution-oriented and have a problem-solving mindset.
What exactly is this mindset and why is it so important?
Having only worked in the creative and marketing industries for a year, I’ve been surprised to see the impact it’s already having on my daily life. From seeing everyone as a potential client, to realising the significance of marketing for businesses of all sizes, marketing is a career that has several effects on your day-to-day life.
Traditionally, in August, the creative industries have their annual lull. Whilst clients are taking their infants to the Costa del Sol and saving their projects for the autumn, you have a small amount of time to play with. This year, although the heatwave has dried up Victoria Park, it certainly hasn’t dried up our work stream, as we’re having one of our busiest ever summers. Should you get the time, however, here are some of the things that we would be doing during downtime.
Inspired by a recent talk at Stylus’ Decoded Future event, I’ve been thinking about whether ‘ niche is the new mass ’ when it comes to marketing. Some of the major trends that have come out of branding in the last 5 years are personalisation, bespoke products and individual focus and customer support.