Category: Branding & Marketing

Brooklyn Inspires @ Northside Innovation Festival

June 13, 2018 — Ali Arduini

Last week, we immersed ourselves into the Northside Festival: a convergence of music, business, and art, that showcases the most creative minds and talent of the global innovation community. Through a series of keynotes and panel talks, the “best and brightest” congregated in North Brooklyn to share their latest insights on emerging tech, media innovations, creative design, and the culture changes emerging in our digital world.

With a constant aptitude to learn about industry trends and “the next big thing,” we spent the week carefully listening to the highly-credible speakers discuss their wisdom and future industry predictions at unique venues across Williamsburg and Greenpoint.

In true Brooklyn fashion we grabbed our 7-dollar locally-roasted coffee, popped open our tiny Macbook Airs, adjusted our Warby Parkers (ok, that one’s an exaggeration), and got to note-taking. Here are some of the trends and topics discussed:

Brand Reputation

Brands are becoming patrons of culture rather than just facilitators Trust is the new currency: The New York Times has recently focused on labeling their articles more clearly to better distinguish news versus opinion pieces, resulting in better clarity for readers to help de-clutter the confusion on #fakenews. Brand loyalty can be created through proper dialogue […]

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Fuse 2018: A Deep Dive into Design and Consumer Brand Experience

April 16, 2018 — Ali Arduini

Gaining new insight on design and brand strategy is essential for us to continue to be experts and innovators in our field. That’s why we sent our Engagement Director, Damien Moore-Evans, to the Fuse 2018 conference to observe the latest tools and knowledge leveraged by some of the top performers in the industry.

A spotlight on pioneers and scene-stealers from both well-known brands and design startups, Fuse set to “celebrate disruptors and game changers within iconic and startup companies. Those who are changing the face of design and the way consumers experience and interact with the brand.”

With the fairly unpredictable nature of this industry, we understand the need for brands to cater to the ever-changing consumer. Even the most well-recognized brands have to be open to modifications, and we’ve seen it firsthand with recent redesigns including our work for Cheerios, Land O’Lakes, and Pillsbury. Many speakers at the conference stressed this importance for change, and the conference also included a multitude of other tips on how brands can stay at the top of their game.

Here are some of our favorite takeaways:

Data-driven content is the only way to avoid failing behind Pantone: Color is the first thing you […]

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A Glimpse into the Future of Retail Experience

April 11, 2018 — Krisana Jaritsat

Recently, we sent out Engagement Director, Damien Moore-Evans, to Chicago to attend Global Shop 2018, “the nation’s largest retail design industry trade show, which combines store design, visual merchandising, retail technology and shopper marketing leaders under one roof.” From our work redesigning the flagship Houston location of Saks Fifth Avenue, to more recently creating the bakery of our dreams for New York’s favorite miniature cupcake, Baked by Melissa, we’ve been thinking a lot lately about store experiences, community spaces, and the evolution of the brick-and-mortar. While the debate will undoubtedly continue on the path of the ‘store of the future,’ we’re pretty certain what we witnessed and heard at Global Shop will resonate in the years to come.

Here were the most interesting findings from Damien:

Gen Z is shaped by 911, cyber bullying, and unpredictable political climate. In spite of this, they are ambitious realists. 64% cited shared values with a brand for the reason they engaged with that particular brand –Harvard Business Review From showrooms to ‘Do-rooms,’ retailers are making a bigger push for overall better shopping experiences -Eight Inc. The expectation economy continues on. Brands are shifting their behaviors to better coincide with shifting consumer expectations and […]

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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 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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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 Spade 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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