Do It Yourself Brand Design

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”

Which Generation Loves Your Brand Most?

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
  • retirement.

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.

Five Generations

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:

RFTT 2015 NZGens.001

 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?

Check out the 2018 Right for the Times Update Here!

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How Many is Too Many Touch-points?

Touchpoints

[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?”