Can “branding” survive the new economy?

It is absolutely, positively, unequivocally true that the speed with which our business is changing has accelerated unmercilessly in this recession. And the crescendoing client roar cresting the hilltops is both Wonderful and Terrifying:
T: We don’t need no stinking branding!
W: Let’s sell product!
T: Sell! Sell! Sell!
W: We’ll go digital!
T: Digital is cheap!
W: And measurable!
T: And [...]

What the “Community College Crowd” Teaches

As the recession continues, Americans from all walks of life find themselves tapping into community colleges. The schools are booming as of late, flush with students from all walks of life — recent high school grads trading down, the employed trying to hold on to jobs, and the unemployed looking for new work.
All this according [...]

How do you like them musical Apples?

“Give me what I want and let me be on my way.”
More and more consumers are echoing this statement as the economy continues to struggle. Americans are no longer willing to pay for the whole pie when all they really want is a slice.
It’s all about options, options, options at a cost that is up [...]

Yet Another OJ Scandal

This morning, I saw on CNN that Tropicana Pure Premium Orange Juice is scrapping its new package design just a few weeks after introducing it. Why this sudden change? And why is it CNN-newsworthy?
Because a firestorm of dissent that occurred online drove the company to make such an expensive decision.
Outrage over a brand’s packaging decision? [...]

New Economy Consumer Trends Localism

A rediscovery of, and intentional support of, all that is available where we live, work and play; an embracing of the diversity and options we hadn't noticed; a return to family (redefined); a focus on "home"

reducism

A distinct and intentional move away from excess, although not counter-cultural; the casting off of that which is superfluous; a focus on purity, essence; making-do, but with high standards for aesthetic design and functionality

Considerism

Supreme homage to value, redefined; every action an investment, whether time or money; the death of impulse / birth of comparative study; choice as a primary concept

D.I.Y.ism

Self-empowerment(!) creating a markedly different sense of control; an attraction to that which is experiential (and valuing the experience); creativity, renewed; the anti-immediate gratification movement

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