Luxury brands or luxury blands?

Luxury brands or luxury blands?

Something very disturbing happened last week. I was in a dentist’s waiting room flicking through a copy of Vogue. Without thinking I put it back on the table and started reading Golf Digest instead. This type of behaviour is very unusual for me. So why did this happen? The immediately obvious answer: Vogue is boring. Or, at least the first twenty pages are. As the clearly labelled tin suggests, Vogue simply presents the current prevailing styles and fashion. It is not a literary classic. But I am someone who loves fashion. And I am eminently stylish (winky face in tow). So Vogue, and for that matter any other vehicle for advertising luxury brands like it, should appeal to me. I therefore decided to undertake a little research project to explore this incident in more detail. Here’s what I found.

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Date

3 Nov 2015

Category

Branding, Industry

Posted by

India Warman
Dawn of the Ad-Blockers: where next for digital advertising?

Dawn of the Ad-Blockers: where next for digital advertising?

Being from an advertising background, for me it’s the creative that always has to work smartest to deliver results for our clients – in whatever medium. Talk to the specific customer you’re aiming at. Engage with them and be memorable. And it helps if you’ve got a compelling reason for them to act. But more and more when we collaborate with media agencies for online campaigns, the creative is improved vastly by smart, targeted media planning. And the real kicker is getting tangible figures for the number of eyeballs that viewed the ad, and went on to buy – hard to argue against proof of ROI when it’s there in black and white. Yet for all its smarts, the power of digital media to target consumers based on countless criteria is at risk, as consumers are increasingly opting out with ad-blocking software. So what now for digital advertising?

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Date

7 Oct 2015

Category

Industry, Digital

Posted by

Francesca Abbott
Is the right side of our brain really more creative than the left?

Is the right side of our brain really more creative than the left?

Here at BEAR I am always interested to observe the varied approaches taken by the design and creative team when presented with a brief. In translating it into a cohesive visual identity everyone will approach it from a different angle. Be it through linguistic exploration, visual interpretation, the usage of differing media, or a combination of these approaches. This got me to thinking about how the brain processes these differing influences, and spurred by a conversation at BEAR HQ about the notion of left-brain and right-brain dominance and its relationship to creativity, I did some research into whether this concept stands up under scrutiny.

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Date

1 Sep 2015

Category

Branding, Industry

Posted by

Sarah Leslie