Brand design can cost a fortune. Friends of mine recently saved their firm over $100,000 by taking the design of their new brand and website in-house. Previous branding exercises had cost well in excess of that amount. Perhaps because of that sunk cost, the company had waited too many years to repeat the exercise. So their visual brand had become sadly dated, compared to their competitors. Continue reading “Do It Yourself Brand Design”
Generational preferences are a critical element of being Right for the Times. In the past, there were a number of important generational rites of passage that signalled a change in a person’s brand preferences. These included:
- getting a serious job,
- buying a house,
- becoming a couple,
- getting married,
- becoming a parent,
- building a career,
- emptying the nest
But when you go through one of these rites of passage today [if you do], do you automatically take on the same brands as the older generations used? That depends entirely on your experiences and the way your expectations have been shaped – which is after all, the only real thing a generation has in common.
Differing levels of migration and family size also affect generational preferences though – we know that in New Zealand the younger generations are less likely to be NZ European and more likely to be migrants.
We have five generations in New Zealand now. They aren’t all the same size and different people draw the boundaries in different places. Windshift’s generations span the following years:
In our study of 18 to 69 year olds we covered the three middle generations, Millennials [Generation Y], Generation X and Baby Boomers.
[Author’s Note] Overall 60 of the 143 brands in our survey [42%] had significantly different levels of attraction [skews] for different generations. The brand lovers were more likely to belong to one generation, while another produced no skews whatsoever. Guess which was which?
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Yesterday, as usual, my hair stylist asked if I wanted to read any magazines. No – I said – I’ve brought my laptop to do some work.
She said – I don’t really read magazines anymore. And I said – Neither do I really. I used to buy them all the time. And she said – Yeah so did I. Continue reading “What Change Looks Like Close Up”
One of the major findings from my 2015 Right for the Times study is that Gran has a smartphone. Well not every Gran – but almost half of the [online] 65 plus age group and over 60% of younger oldies. Continue reading “When Gran Has a Smartphone”
[And why does that sound vaguely rude?]
Touch-points matter. At the beginning of this year I decided I had way too many different points of contact online. Windshift is a small operation – it’s impossible to co-ordinate everything.
Altogether I had fourteen different touch-points – websites and social media. I wondered if that was a lot – or just normal. Was I over-sharing? It felt a little bit like that awkward conversation you might have with a boyfriend when you’re 22. “How many??” Continue reading “How Many is Too Many Touch-points?”
IRONICALLY I was finalising a blog on my original website about how I had discovered to my horror how many touch-points I had on social media and the internet in general, when suddenly the content management system took exception to the way I was editing an apostrophe and deleted the WHOLE POST. Continue reading “This is Where We Blog Now”