Consumer Brands
It’s About the Game, The Goal, Not the Players
What kids, Xbox, and Nintendo Switch have taught us about virtual teams and Zoom. When I watched my then 15-year-old son play Fortnight on his Nintendo Switch I realized he was playing with kids in New Zealand, Germany, and New York. The same with Xbox games. They form global teams, create goals, and mutually connect.…
Read MoreWithout a People Strategy, There is No Brand Strategy
The Eight Questions You Should Ask to Define Your People Strategy The focus on brand strategy is almost always on the market situation, unique business model, competitive strategy, and product focus, or the company. The core message, the differentiation from competitors, is what makes this brand unique and building that into a marketing campaign is…
Read MoreThe Ursa Berkeley, New Housing Marketed a New Way
To successfully lease multi-family housing projects or find new commercial office tenants, it’s really critical that you create an immersive experience for the potential tenants. With COVID-19 limiting visits you can’t count on potential tenants coming to your building…
Read MoreIt’s Time to Rethink Web and Digital Brand Strategy
With dynamic changes in the world since March, whole segments of the economy have slowed, redirected, or died. Both B2b and consumer behavior have dramatically shifted because of shutdowns and quarantines. Many large tech employers are planning to have only half the number of full-time employees return on a regular basis to their offices. According…
Read MoreThe Toilet Paper Conundrum
Buying behavior is based on some of the most basic emotional drivers: survival and status. What people believe they need is more important than any information that may inform them otherwise. How we act is essentially an emotionally-based experience that drives us and we then translate our choices into logical and rational reasoning that we have carefully figured out after the fact.
Read MoreNoodle Theory: How to Reopen Retail and Bring Back People
In the small German town of Schwerin on a warm spring day in May, as Germany is beginning to open up and come back to some semblance of normality, Cafe Rothe had just re-opened after months of closure, and they provided a handy way of keeping people safely apart while they had their coffee. The owner provided noodle hats…
Read MoreTime to Pivot: Five things to do to Reinvent Your Brand Strategy
First, remember, who you are is not the same. The key is understanding that the rules that governed what you did and how you did it for your business or non-profit have all changed. The radical shift in the world caused by literally turning off almost all business transactions and activities that drive consumer behavior…
Read MoreIn a Global Crisis It’s Time to Redefine Your Brand Marketing
This classic phrase from the Wizard of Oz movie in the 1930’s lets us know we’ve now stepped outside of what was normal and entered a realm that is unfamiliar, strange or even threatening. This does not mean all is lost…
Read MoreCoronavirus — What can brands do in a time of uncertainty?
With uncertainty events are canceled, large buying decisions are put off and brands that were once essential to what we feel and do are now sidelined or disregarded. The new priorities become basic. How do brands cope?
Read MoreThe Spectra – A Colorful Update of a 100 Year Old Building on Telegraph
RadiantBrands had the opportunity to work with a client in the middle of a massive renovation of older student apartment block only a short distance from the UC Berkeley Campus. They wanted a name and look that reflected the refresh of the building…
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