The cost-of-living crisis will force a third of Brits to cut back on their household spending this year, according to research by KPMG. So, in a world where consumers can only justify spending their hard-earned cash on the brands they love – why should they choose yours?
The world of OTC is awash with oval logos, bland brands, and garish colours. And in a category where everything looks the same, consumers can get tired of looking at it.
Keeping market share and winning the battle for shelf space is an ongoing and ever more difficult challenge for brands. In a ruthless, highly competitive and fast moving market how do brands get shelf staying power –
With the end of lockdown in sight and a growing movement to more healthy ways of living, attention is turning once again to the non-alcoholic drinks market. And there is a real sense of optimism about the growth potential for the NoLo sector, with the emergence of health-conscious younger audiences and new premium brands launching.
As shopper behaviours and emotions continue to change amid conditions thrust upon them by the pandemic, how do brands connect seamlessly across a variety of platforms and channels, embracing both digital natives and digital immigrants?
Traditional routes to market are serving big brands less well by the day, as social media enables smaller rivals to connect with customers. And with Covid-19 accelerating that shift, time is running out to move from playing in easy to hard mode, writes Mike Foster, founder and creative director, Straight Forward.
As a great philosopher once wrote; the only constant in life is change. And 2020 has been full of it: from the arrival of Covid-19 and the WFH world, through the increased profile of the Black Lives Matter movement, to Brexit’s closing chapter, and the advent of a vaccine: a much-needed signifier of hope for injection (figuratively and literally) into beleaguered communities and economies.
As consumers have been forced to embrace change amid conditions thrust upon them by the pandemic, the ability of brands to connect seamlessly across a variety of platforms and channels is vital, especially as shopper habits, emotions and methods continue to change, writes Mike Foster, founder and creative director, Straight Forward.
In the midst of so much big scary uncertainty, consumers are looking for brands they can trust. So it’s now more vital than ever to create open dialogue and listen to consumers. That’s why we have two ears, says Mike Foster, founder and creative director, Straight Forward.
There is a time for subtlety and nuance. There is a time for brands to play at the top of Maslow’s hierarchy of needs, helping us achieve our full potential. This is not it. This is a time for brands to be direct and show how they can help deliver more fundamental physiological and safety needs.
Some of the most loved brands of today have been around for a very long time but they still manage to ride the zeitgeist.
In today’s fast-paced and multiplatform environment,
“Let’s put our best foot forward” a comment from a team member at our morning catch up meeting where half of us were in the studio and the other half being projected onto a screen from the comforts of their homes.
Flexitarians are leading the plant-based revolution and brands must act accordingly.
How should brand and packaging designers treat the topics that have traditionally caused embarrassment or shame? Following our work on femcare brand betty, our Creative Director, Michael Foster, shares his thoughts in Design Week
Our Creative Director, Mike, shares the Straight Forward approach to helping young designers reach their full potential