The story behind the Brand: ASICS

The story behind the Brand: ASICS

Did you know the @ASICS brand name is an acronym for the Latin expression “Anima Sana In Corpore Sano” (“A sound mind in a sound body”), a quote from the Roman satirist Juvenal? After returning home from the war in 1945, Mr. Kihachiro Onitsuka...
Purpose requires action!

Purpose requires action!

According to a study carried out by #XPAY on German consumers, 51% admit that purpose guides their purchasing decisions, but they need more: 68% of consumers would like brands to take real action and go beyond talk when it comes to purpose. 44% of consumers want to...
Sprite Label-less

Sprite Label-less

In a two-month UK trial, The Coca Cola Co. is stripping off the labels from their Sprite bottles to help simplify the recycling process. These new trial bottles feature an embossed logo on the front of the pack and laser-engraved product information on the back. And...
Brand Analysis

Brand Analysis

Conducting a thorough environment analysis before developing a brand strategy is crucial. It lays the foundation for what will later be a clear and differentiated brand strategy. Here are some of the reasons: Understanding the Market Landscape A brand analysis allows...
A great Tagline, why is it so difficult to find?

A great Tagline, why is it so difficult to find?

A tagline is a short, memorable phrase or slogan used to convey the essence or key message of a product, brand, or company. Taglines are often used in advertising and marketing to capture the attention of the audience and to leave a lasting impression. They are...