[Everyone] Conference Round-Up

[Ben]

Hi Every One!!

I've just got back from a brilliant conference (AUSTERITISE YOUR BRAND! How
Top Brands Maximised The Biggest Depression Since The Babylonian War Using
Graphic Design, Branding, Marketing, RFID and SEO - a conference 2015)

There were lots and lots of really key learnings. But, to save time, here's
the main one, from one of the blokes who spoke:

*"We realised very quickly that the customers values had become misaligned
with the core values of the brand. Extensive research found that users no
longer wanted premiumisation in a period of economic woe. Even the key ABCDE
demographic spurned premiumisation for simpler, basic (but still luxurious
and aspirational) brands.

We looked at some of the post war creativities and began an extensive
redesign of the core range. First we removed all serif fonts - sans serifs
are considered cheaper and more basic. Then we took off all foil blocking
which frankly customers felt alluded to an offensive debauched era. Lastly
we made the tough decision to make all packaging two colours, thus giving
the impression we had only used half as much design time.

We call this Austeritising Your Brand and we believe we can increase sales
by up to 110% using this approach."*

All the cheers!
Ben

Ben
Snr Deputy Exec Assistant
UK London Office / East
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