Category: Branding & Marketing

What’s in a Name? (Actually a lot)

October 16, 2017 — Rachel Bernard

Last week, it was announced the company known as Coach Inc, would be re-named Tapestry, Inc. There is a distinction to be made – Coach (as its often referred to by its many fans) is the namesake fashion and accessories brand line and Coach Inc is the namesake “holding” company that actually owns Coach along with other brands including Kate Space and Stuart Weitzman. Confusing? Probably why the name change.

Tapestry’s CEO, Victor Luis stated the name change was intended to signal the company was a multi-brand entity that owned many unique brands and that no sole brand should be singled out. It is a move that mimics many of the European fashion conglomerates such as LVMH, Kering and Richmont, which are all holding companies that own multiple luxury brands. Tapestry’s bigger business goal is to perhaps, go directly after these companies with a similar business structure.

If so, the name change is strategically aligned and is reminiscent of many corporate brands especially in CPG. For example, The Clorox Company, Campbell’s, Nestle, Smucker, and PepsiCo have been successful in expanding their portfolios beyond the titular brands. However, do their corporate names, tied to one brand, limit perceptions […]

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The Future of the Connected Consumer

October 11, 2017 — Damien Moore-Evans

Last week, I attended “Future of Connected and 5G,” a talk from Verizon in partnership with NYC Media Lab Summit and Alley. Presented by Verizon Open Innovation, a group within Verizon that collaborates with outside partners to explore challenging technology issues, the panel discussion and workshop focused on 5G technology and its ability to empower and revolutionize digital media and brand behavior.

According to GSMA Intelligence, the mobile data analysis website, 5G will be available within the next three years. By 2025, 5G will cover one-third of the world’s population. The transfer rate of 5G networks will run at 1GB per second, which is essentially instantaneous speed. It will be interesting to see how IoT and emerging technology such as AI, AR and VR utilize the newfound speed. Interestingly, “previously-emerging” technology was brought back in the form of QR.

When QR codes first debuted, many brands adamantly tried to incorporate the technology into their consumers’ purchasing experiences, seeing it as an opportunity to bridge the online and offline. However, due to a myriad of barriers – to name a few, the clunkiness and unreliability of mobile connectivity, the fact that QR technology was not pre-installed into phone devices- QR never […]

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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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How Do You Create Brand Resilience?

July 10, 2017 — Todd Maute

As legacy brands continue to expand into different verticals and technology offering more choice and points of purchase for consumers, brands in all industries must reckon with the old adage faced in the modern business era: What comes next?

The concept of disruption is not a new one. But typically, it refers to a brand attempting to make waves in a market it exists in. However, some of the biggest innovations in the past decades have been brands willing to foray into creating products and services not in their direct wheelhouse- who would’ve thought a computer hardware maker would have disrupted (and possibly saved) the music industry so massively and drastically? The act of disrupting your own brand- your value proposition, your core offering, your target demographic, the list goes on-is a harder path for brands. Understandably so, why would a brand risk the equity they’ve accumulated over the years in their category? Because, as Ted Minnini points out, “If a brand stakes out its ground as a disruptor, it has to build a culture that will keep on disrupting. Because if it doesn’t, another brand will come along and disrupt the disruptor.”

At CBX, we work with brands across […]

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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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3 Keys to Creating Content that Gets Noticed

June 15, 2017 — Krisana Jaritsat

At the Northside Festival, Shutterstock, the stock photography company, sponsored master classes by experts in the technology, design and production industries addressing different facets of content. The sessions we attended were taught by Lauren Reddy, Director of Audience & Development of T Studio (of The New York Times), Theo Ernstsson, CEO of Alpha, and Jason Schickle and Jesekeena Hahn of Shutterstock. The main takeaway from the sessions was the importance of creating content that would truly add value to a user’s lives. While each speaker represented different vantage points, courtesy of the industry they were speaking on behalf of, it was unanimously agreed upon that content is the future of marketing.

1. Be useful Nowadays, as a consumer, we have our pick of options. Any product or service, no matter its obscurity or location, is within arm’s reach due to the advances in technology. As technology continues to impact and shape a consumer perception and loyalties, how is a brand supposed to stand out in its value proposition? By being consistently useful. Theo Ernstsson’s session, ‘How to Cut Through Bullshit to Create Great Products,’ proposes that experimentation and execution was the path to usefulness. He believes that by rapid iteration […]

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CBX @ Northside

June 14, 2017 — Krisana Jaritsat

This year, we sent a group of CBXers to the Northside Festival, the innovation-centric conference in Brooklyn. The sessions featured brands and speakers spanning industries in technology, food, media, entertainment and politics discussing a wide variety of topics from AI, entrepreneurship, President Trump & James Comey, Instagram, and feminism to name a few. Whether it was discussing how technology would advance society, the implications of scaled information or how to innovate to tell better stories, regardless of industry, the root of all discussions rounded back to two fundamental questions: What are we creating and who are we creating it for?

Our conclusion was this: As brands and agencies (and the people who shill for them) attempt to decipher how to operate in our changing times, both in business and society, it is clear that connection is what we are all seeking. At CBX, we pride ourselves in creating content, in various forms and delivered in various ways, with the belief that connecting to the lives of people is what matters most. In creating content made to share, inform, entertain and sell, we are informed and inspired by culture. It is when circumstances are uncertain, unclear, and sometimes even tumultuous, that […]

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Food for thought on the new FDA label

November 1, 2016 — admin

Big news, food manufacturers, the FDA is making changes to the nutrition facts label. All food manufacturers will be expected to comply with these changes by July 26, 2018.

What does this specifically mean for you? It means you’ll be:

– highlighting calories and servings, so consumers can make more informed food choices – indicating “added sugars” instead of just “sugars” – disclosing “per serving” and “per package” calorie and nutritional information (because who ever really follows the recommended “per serving” information anyway)

(as well as several other changes, but these three are the big ones)

A few suggestions for you to consider when making these changes:

1. Stay calm and be true to your brand

Remember it’s all about authenticity these days. Don’t try to reinvent your brand as something it’s not. Consumers buy your brand and love it for a reason. Continue to do what you do best – stay true to you.

2. Educate your consumers

Tell your consumers all the good stuff happening in your product. While many of the changes seem like doom and gloom (hello 45g of sugar in a 100% juice brand). There are a lot of great things to tell consumers about […]

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