Words are powerful. A brand’s style of communication and tone of voice can influence consumers to form lasting impressions, take actions, and build a meaningful relationship with the brand over time.
Brands with a well-articulated tone of voice have the power to convince customers and attract them to the brand.
A brand’s tone of voice is defined as the way a brand speaks. It includes words, order, rhythm, and pace. …
Taglines were once popular phraseology that convey a brand’s ethos. As recently as 2020 Pepsi’s ‘That’s what I like” its first new tagline after two decades set out to be an emotional trend-setter. But, do we really need taglines? Here’s our take on how taglines are getting redefined, evolving more flexible and dynamic brand expressions.
Be Who You Are
Global brands today are moving away from taglines and focusing on strong positioning statements, which allow for greater flexibility and dynamism to push for what the brand wants to say. …
The shifting paradigms of education
The digital revolution has propelled the education sector from a premium service offering to a business-oriented sector, which is highly competitive and fast paced. Higher education, once reserved for those who could afford it, is now accessible across multiple traditional and non-traditional educational models. In order to make a considerable impact, it’s not enough to promote your university or institution through generic communication and messaging.
The education sector is radically evolving based on the ever-changing needs of modern widely accessible stakeholders. Universities and institutions are now operating as broader ecosystems with experiential models and are…
Design has become a tool that is prevalent in every field. With the proliferation of information and technology in everything we do, as well as the more holistic role of the designer, the precepts of design education are pushed to a complete shift. Design educators are moving fast, anticipating the need for change and the evolution of the design curriculum. The three foremost academics in the design field share their experiences.
Melding design education with science and technology
Words like immersive experiences augmented reality, virtual reality and IoT (Internet of Things) now proliferate our landscape. With artificial intelligence, here to stay whether we like it or not, we look at how it will influence branding, now and in the future.
1. Using data intelligence to sway your vote
World over, bullish leaders emerge, while many wonder — how Donald Trump despite being known for his boorish, egotistical, arrogant, and extreme stances, won the Presidency or how Britain voted for Brexit. Are these logical votes or votes garnered by creating a certain kind of public opinion? Political parties have…
In my first year of design school, in my first design methodology class, our professor asked us to define the design. Some students spoke about creativity, drawing skills, making a product, and so on. The answer she was looking for, was ‘purpose’. What is design if not purpose? We learned a new definition that day, design, is to design a design to produce a design, where each ‘design’ has a different meaning exploring the ways that design could influence a process.
How can you get an award?
You get awards if you apply for them! For quite a while as a design studio, we did not apply for awards. After a hiatus, when we applied in 2014 for the CII Design Excellence award, we got it for our Environment Branding design for Mercer’s offices. When you aim to win, you immediately start to do better than your best.
What deserves an award?
In many ways, award-winning projects are like people — they aim to be popular. A prime factor is how well a design connects with people. It sounds very simple…
Examining stories, symbols, and narratives of mass communication.
Every human being takes pride in the fact that he or she is different. Yet, in branding and communications design, we look for what is similar in many people; the one common denominator of a geographic population of a type that we can attract. By strategically drawing on perhaps even a small but common strain, mythologies can be formed to bring the force of people together. In history, symbols and their connected stories have been crucial in leaders getting across their message. Successful leaders aim to find enduring symbols.
India has a rich advertising history of brand mascots and musical jingles that live on in our hearts years after. At any moment, the Nirma girl returns, twirling in our imagination. Another favorite moppet, the Amul girl refuses to show signs of aging since Sylvester daCunha conceived her in 1967. In the summer of 2009, Vodafone’s ZooZoo characters made new waves, proving that mascots continue to play a pivotal role in branding. Audiences identified easily with the playful characters; T-shirts, key-chains, and other collectibles became part and parcel of the ZooZoo fan club.
A well-designed office environment contributes measurably towards increased productivity. It’s really simple — feeling comfortable and energized leads to better work output. With norms of social distancing and distributed office days, feelings of forced isolation will increase every day. Your desk partners at work who you spoke to every day, will now be missing. How do you ease all these anxieties and support the ‘New Normal’ so your people sail through with positivity?
When 87% of workers would like their current employer to offer healthier workspace benefits for wellness. We ask the question — What about their daily mental comfort?