Tom van Bommel, Lead Research
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The goal of brand image research is, of course, to gain insight into the actual image of your brand. But what exactly does such brand research yield? What can you expect from such a report? And what are the next steps after such research?
Time to delve into this, using a number of practical examples.
My mouth is already watering just thinking about it. The chocolate raisins from the Dutch supermarket Albert Heijn. Probably not the most sugar-friendly thing I can eat, but oh so delicious?
Recently, I noticed something about their packaging. Besides being conveniently resealable now, there's an interesting text on it: “now 15% less plastic”.
You'd think that's great. But the psychologist in me knew this isn't so clever from the marketers at the Albert Heijn.
Even if you've never heard of the Halo Effect, chances are you are unconsciously influenced by it every day. The Halo Effect refers to the psychological phenomenon where a positive impression (for example, about someone's appearance) automatically leads us to judge unrelated matters positively (for example, someone's intelligence).
Every advertising campaign begins with an insight or idea. In this early stage, this idea is transformed into an initial campaign concept suitable for production. To truly bring this concept to life, it is often cast into a (moving) storyboard or animatic.
When rebranding, you give your brand a new look. This can range from subtle adjustments in the house style to a complete overhaul of the logo, design elements, and slogan.
No matter the scale of your rebranding, it is always an exciting process. It carries inherent risks. Will customers still easly recognise your brand? Will they still find your brand attractive? Does the rebranding bring you closer to your core values, or further away?
Thorough research can answer these answers. In this blog, we outline the three most important research questions every brand should ask before, during, and after the rebranding process.
Brands have various reasons to revamp their logos. The goal of a rebranding might be to keep an outdated brand up-to-date or simply to make the logo more versatile and easily applicable in unforeseen uses, such as app iconography.
The power of logo design is undeniable, and a good logo design can create enormous brand awareness. Poor logo design, on the other hand, can be confusing, damage brand recognition, and ultimately affect sales. Therefore, a rebranding is always an exciting moment: will the new design still resonate?
In this blog, we discuss the 5 worst logo redesigns of recent years.
The Case of the Dutch National Cinema Voucher
When the Dutch National Cinema Voucher assessed the effects of their 2018 campaign, they had to blink twice at the results.
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