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opinion

Influencer Marketing x Social Discovery 2023

When a majority of consumers migrated their online searches from desktop to mobile in 2016, it marked a seismic behavioral shift. In recent years, consumers have shifted their search habits again, and the aftershock promises to have similar, long-lasting impact. 

4 minute read
opinion

2023 Social Media Trends

As expected, the social media landscape saw tremendous change in 2022. From Elon Musk’s takeover of Twitter to the rise of BeReal, we witnessed user behaviors shift with the changing social tides, leaving us wondering what we can expect in the year ahead. While we can’t predict the launch of the next big app or the demise of longstanding social superpowers, we can tell you what to anticipate from user behaviors in 2023 to help inform your social media strategy. 

6 minute read
opinion

Maximize Brand V.I.T.A.L.-ity: Tips for better connecting brands and sub-brands

Brand power and resilience have become hot topics in break rooms and board rooms, as the array of enterprise stakeholders (customers, employees, shareholders, partners, communities) seeks to define their own shared purposes and align with others whose purposes they admire. A+P believes purpose and values are a brand’s heartbeat. As such, they should fuel everything the organization does… down to how it organizes and names other brands in its ecosystem. Properly aligning the lead brand with other named sub-brands, and even named product brands, permits leadership to maximize the business value of the whole brand system.

5 minute read
opinion

Crafting a brand from research to strategy to planning

Do you remember crafting as a kid? Something about November makes me reminisce about arts and crafts. It could be because I grew up in a desert environment where the only autumn leaves were made out of construction paper and decorated the halls of my school. Crafting was like a sport to me, so getting involved in the decorating process was something I looked forward to.

3 minute read
opinion

The Power Brand Formula: Relevant + V.I.T.A.L. = Dynamic

This year, the end of October brings a witches’ brew of uncertainty. It’s a gut-wrenching formula for up-all-night anxiety. Ongoing economic turmoil + the relentless barrage of political advertising + Elon Musk buying Twitter = mega Sunday Scaries, especially for those of us who make our living designing brands and delivering them to the world.  

5 minute read
opinion

How The Role And Importance Of Brand Has Transformed Over Past Two Years

I started my career as a design engineer working on footwear for a major sportswear brand. In a nutshell, the job entailed drawing 3D renderings of shoe components using various computer-aided design software. The company wanted to keep up with the latest and greatest, so every three years or so we would receive a batch of the latest computers to test and see how the graphics and processing had improved. We ran each through a battery of scenarios and would get reports about how this computer was 10% faster than the one we were currently using or how that computer was 15% better at rendering, etc.  

3 minute read

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