Posts by: Krisana Jaritsat

Q&A with Erin Loos Cutraro, Founder & CEO of She Should Run

January 19, 2018 — Krisana Jaritsat

At CBX, we are rigorous in our pursuit of being at the forefont of conversations in popular culture; our aim is to ensure our work is informed by and consequently, able to contribute to it. The topic of women in higher office in business and politics has been of particular interest when we began working with She Should Run, a non-partisan organization encouraging and equipping women with the community and tools to consider running for public office. On the eve of the Women’s March, in this edition of our “Q&A with…” series, we speak with Erin Loos Cutraro, the CEO and Co-Founder of She Should Run on the importance of creating a brand that resonate in today’s communications-sensitive climate.

 

1. Tell us what makes She Should Run unique?

Erin: Throughout the nearly decade of She Should Run’s work, we have been dedicated to encouraging women from all political parties, all geographies and all demographics to run for office. We firmly believe in the saying “you can’t be it if you don’t see it” so, for our sisters, mothers, and daughters, we are dedicated to getting more women to run for office – period.

Women […]

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A New Look & Taste for Diet Coke

January 18, 2018 — Krisana Jaritsat

Last week, Diet Coke introduced four new flavors into the family of America’s largest low-calorie soft drink: Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. Along with the robust new flavor offering came a sleek new look- a slimmer can, a focus on the iconic silver color and a more refined take on the font design. This is a big move from the brand, having originally introduced the “diet” version of its beloved drink originally back in 1982, which unlike its main competitor, Pepsi, wasn’t a modified version of the original but an entirely different formula altogether (its biggest differentiator was its use of the artificial sweeter, aspartame) Alongside its taste, its look and feel, while reminiscent of the original Coke, was distinct and over the years, hasn’t significantly changed even when offering new flavors such as Diet Cherry Coke or Diet Vanilla Coke. In summary, not much has been done to the brand…until now.

The cultural climate and sentiments towards health, wellness, diets and food and beverages in 2018 is one significantly different than that of the 1980’s. As it’s oft-repeated, we know now that consumers of today- especially younger demographics- are much more conscious and discerning […]

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Q&A with Laurie Pressman, VP of Pantone Color Institute

December 7, 2017 — Krisana Jaritsat

 

Over the past few years, design has increasingly becoming a topic of mass discourse. As consumers come to now expect Apple-esque precision in the design of their products and services, design as a concept is being appreciated and scrutinized on a much wider scale. It is impossible to discuss design without referencing Pantone and of course its “Color of the Year,” as what once was a tool used by printers and manufacturers is now a name that appears in the local Sephora as a make-up shade or a conversation topic debated by aesthetic connoisseur of all types. We celebrate the announcement of 2018’s Color of the Year (It’s Ultra Violet!) with this edition of our Q&A where we speak with Laurie Pressman, VP of Pantone Color Institute to understand the evolving nature of design in culture and what role a company like Pantone plays in it.

 

1. Design, as concept/practice/expertise, continues to enter mass conversation and cultural and business activity. What are your thoughts on this?

Laurie: As design and design thinking moves to the forefront of the conversation, the symbiotic nature between color thinking and design continues to strengthen.  We are living in an increasingly visual society, […]

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Thoughts from Fast Company Innovation Festival 2017

December 6, 2017 — Krisana Jaritsat

At this year’s Fast Company Innovation Festival, brands were inevitably at the center of conversation. The speakers all repping an array of industries were speaking either about OR on behalf of a brand analyzing, pontificating and at times, criticizing what the modern day brand is and how it should behave. All of it led to a diverse and passionate mosaic of opinions but there were some primary recurring themes such as Community, Context, and Purpose (specifically pertaining to social impact).

The most exciting, relevant, and interesting brands understand the power of all three- some incorporate all while others incorporate a minimum of one. Today’s consumer expect brands to go beyond the transaction; each purchase, point of purchase and even path to purchase is correlated to something much more personal to consumer. Today’s brands are now emblems of values and self-identification. Those brands that understand the landscape they now inadvertently live in find ways to leverage their newfound power to build more personal relationships with the consumer and thus gaining fans and evangelists for the long haul.

Community

The new (or newish) brands unanimously fawned over nowadays – by the media, by the VC firms pouring Series A,B,C funding into them, […]

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Q&A with Ben Running, Director of Innovation at Jet.com

November 6, 2017 — Krisana Jaritsat

Technology has, and increasingly continues to, drastically change the way consumers interact with brands and products. No industry has been more impacted than retail. The “death of brick and mortar” is a hot button topic and we continue to see brands, both big and small, place their bets on digital. Additionally, nascent technology- AR, AI, VR- is a curiosity that brands are furiously trying to tackle with, unsurprisingly, the major tech players such as Amazon and Google ahead at the forefront. If you’re a brand these days, how are you supposed to keep up? If you don’t have the access or capital like the big guys, what do you need to be thinking about in order to remain relevant and competitive?

In gearing up for our second #StraightTalk event with Ben Running, Director of Innovation at Jet.com (Are you coming? Feel free to RSVP here), we decided to tackle a few questions in advance. Here are his thoughts on the future of the retail landscape:

 

1. The current retail landscape is one that looks vastly different from that of ten years ago or even five years ago. What is your take on what’s currently happening and why people are […]

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Q&A with David Dombrowski, Director of Industrial Design & Innovation at Pfizer

October 30, 2017 — Krisana Jaritsat

At CBX, we come across some of the sharpest minds in a myriad of industries; from food, retail, life sciences and beyond, we’ve been able to count these industry leaders and disrupters as both clients and friends of CBX. In our new “Q&A with…” series, we turn the spotlight on them. We speak with these experts in their respective fields to get their thoughts on their industry, how technology and societal behaviors have influenced them, and their reflections on our fast-changing cultural and business landscape.

For our launch Q&A, we wanted to explore innovation and design. The public’s understanding and appreciation for design continues to skyrocket as more everyday products are being sophisticatedly and discerningly designed and packaged. From innovative tech products to household pantry items, mass awareness of design has never been higher. Names like Jony Ive and Marc Newson have entered mainstream conversations similar to how tech heroes such as Mark Zuckerberg and Elon Musk are now common topics. We kick off with “Q&A with David Dombrowski,” in which we speak with David Dombrowski, Director of Industrial Design and Innovation at Pfizer to discuss the impact of design on consumer behavior and mindset.

 

1. From fonts to packaging, […]

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How Classic Brands Make a Comeback

October 10, 2017 — Krisana Jaritsat

Our client services intern, Lindsey Case, shares her Millennial lens on “old” brands coming back in style. 

Marketing to Millennials is a hot topic across brand positioning and retail promotion. With lives founded in instant gratification and individuality, we’ve become a hard to reach demographic. What do we want? Where are we now? Millennials may be illusive, but are critical: now controlling half of all purchasing power in the United States, the engagement of young consumers is essential for success. As a 90’s kid, I set out to understand one youthful phenomenon in particular: Millennial obsession with what was, and how brands are repositioning things of the past for modern success.

Nostalgic marketing efforts strategically tap into romantic notions of old things . In building brand resilience with a particular audience, this is usually accomplished through wistful examples and emotions. More and more, in seeking to attract the attention of Millennials, brands are innovating products and perspectives. What was considered “old school” now reads on-trend. Outlined here are prominent Millennial preferences, how some reputable brands revamped, and how their work exemplifies the influence of reminiscence with Millennials.

Fad Infatuation

Styles from the previous millennium are cycling back around. The apparel […]

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Introducing #StraightTalk

September 14, 2017 — Krisana Jaritsat

At CBX, we create brand experiences designed for cultural and commercial impact. What does this mean in our ever-changing landscape of evolving business, technologies and consumer interests? On a daily basis, we’ll continue to investigate and explore this notion through the brands and leaders we both work with and are inspired by. In a more straightforward and IRL experience, we decided to dig further into this via our first event series, #StraightTalk.

Plain and simple, we see #StraightTalk as an opportunity to connect with disruptors and provocateurs in their industries to converse on all topics relating to business, culture and commerce. #StraightTalk is our way of facilitating an exchange of ideas from people spanning the spectrum of industry. We will be experimenting with different formats, video content and unexpected guests along the way. We don’t necessarily know where the road is headed but we promise, we’ll keep the talk straight and everything else crooked as hell.

# 1: The Catch 22 of Big

In a recent study from CB Insights, global food and beverage funding since 2012 has added up to $5.9 billion across 1300 deals. Take a look around your grocery store and you’ll see hundreds of new […]

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Summer 2017 Interns: Introducing nth°

August 24, 2017 — Krisana Jaritsat

Every summer at CBX, we welcome a talented group of interns to work across our design, strategy and client management departments. Alongside working on client projects, we task our interns with a group project to work on autonomously together. We ask them to combine their individual department expertise and work on the project as if it were a real-life client brief. Our ask: Develop a product and brand experience marketed to the C-suite.

Here’s a recap from the group themselves. Thanks to our class of Summer 2017: Sarah Mitty, Marie Daigle, Megan Brown, Eric Higgins, Darby Philbrick, Lindsey Case, Rachel Bergmann, and Emily Schaefer.

Phase 1: Assessing the ask

As a group that joined CBX eager to learn about as many aspects of branding and design as possible, we were excited about the broad and intriguing ask. Specifically, the opportunity to tackle an all-encompassing brief that would allow each of us to participate in duties beyond our departments. After our initial briefing, we collectively agreed the biggest challenge of the ask was how to market a product to a group we knew very little about. As a group of Millennials, we had few insights about C-suites, and realized our best […]

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Keeping Up With Culture: How to Stay Relevant

June 16, 2017 — Krisana Jaritsat

Our strategy intern, Sarah Mitty recounts her most memorable sessions at the Northside Festival.

Our culture is constantly evolving. Each day is a whirlwind of new consumer behavior trends, technological achievements and political updates. Keeping up with our world is challenging enough, how are brands supposed to ensure their output is culturally relevant? Last week, I attended the Northside Festival where some of the brightest minds in innovation discussed how to accomplish this feat.

Think Tech The amount of exciting new technology discussed at the conference was mind blowing. From artificial intelligence to augmented reality platforms, a hyper-technologized future seems very close to the horizon.

Alex Chung, the CEO of GIPHY, was confident that augmented reality would be standard in four years. This means it will likely be integrated into all parts of life from music (a hologram Justin Bieber performing a concert in your bedroom) to sports (player statistics popping up in front of your eyes) and beyond. This leaves the question: What is the cultural value that AR technology will provide? The panelists, Alex Chung (GIPHY), Sofia Dominguez (Svrf), Raj Advani (Viro), Bill Marino (Uru), and Matt Hartman (Betaworks) debated the ideals of communication versus entertainment. […]

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