Eat Your Greens

There are three implications for brand strategy: Create collections (rather than product ranges). A collection gives identity to everyday products. In the crowded industrial goods landscape, an identity is the key product differentiator: packaging, naming, color palette, signature design details, and product shapes, like the chick-shaped hand sanit

This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng

2. Recommendations Are Attributable Brands struggle to attribute personalisation. How do you attribute emotional connection, relevance and resonance?