What does constructing a brand identity mean? Form a personality for the brand through a visual and iconographic language, effective communication, or even the design of every single touchpoint: these are all elements which determine the perception and reputation of the brand from the point of view of its public. A perception which is not only rational but also profoundly emotive and instinctive, on which the approval and the consequent success of the brand depends.
With the release of the first edition of the BrandZ Top 50 France rankings, focussing on French brands from the international BrandZ Top 100 ranking, comes an informative snapshot of the current health of the champions of our French economy, including their strengths, their unique characteristics and also their weaknesses, against an increasingly global, dynamic and shifting international competition.
When they elected their new President on 7th May last year, the French made the choice to have confidence in France as a brand to be successful and enterprising once more on the international market. Without a doubt they were right, as French brands have undeniable advantages: France's cultural influence, its heritage and even its expertise, from which large luxury and spirits brands have been able to benefit. According to this ranking, Louis Vuitton has become the number one French brand overall, and the number one luxury brand on a global level.
As we know, innovation is not about finding a new miracle ingredient, putting a product in an eco-friendly container, or using a trendy typeface for your brand. Instead, innovation is about discovering the meanings behind consumer behavior, trends and translating them into opportunities that will help deliver true value to customers. A few decades ago, buying natural products was synonymous with being an activist. These product choices required a strong commitment to your values because they often meant making a sacrifice: in efficacy, desirability, etc. Natural products were expensive, they were hard to find and on top of that the products underperformed compared to their mass counterparts.
While brands used to be defined by a simple mark, a specific product, or an engaging advertising campaign, the proliferation of digital technology has enabled consumers all over the world to connect with their favorite brands in real-time, across multiple platforms, in new and ever-evolving ways.
By Giacomo Cesana
Close your eyes and think of a sporting brand. If you thought of Nike or Adidas, you are in the majority of the world’s population and this is by no means by chance. The sporting universe is characterised by dynamism, performance, results and improvement. A constant look towards the future and how the industry can evolve.
In the past, the most important purpose of the packaging was to protect the product during shipping and storage.
In a world where choice on the shelf was limited and the online distribution channels did not compromise the dominance of the offline channels, the functional role of the packaging was to be a strategic and differentiating tool, capable of clearly communicating product's properties, with a colour and design that made it appealing to consumers.
Today, not only has the strategic role become increasingly important but also its functional role has gained new significance.