“Branding”

A letter to Logitech’s competitors

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logi

August 2015

When a company makes major changes to its brand it usually signifies a strategic shift in direction. This can be triggered by numerous things, from entering new markets, to competitive positioning, to reinvigorating sales by appearing "new." Whatever the reason, it impacts their competitors. In the case of Logitech, their recent rebranding is made more significant because they are a leader in so many categories, from peripherals, to mobility and gaming. If Logitech applies the same Designing Thinking across all of their categories, the way they are starting with the Blok iPad cases, their competition will be left scratching their heads while they lose market share.... more >>

Tech Retail

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tech_retail

December 2014

The Consumer Tech retail channel is as massive as it is competitive. Products and brands that seem to take over the market one year can disappear the next without a trace. Every year at the Consumer Electronics Show 150,000 people converge on Las Vegas just to get a glimpse of some 20,000 new products that will hope to filter down into a store near you. For those that successfully make it into your hands and then to the cash register, product packaging is where the “rubber met the road.”... more >>

Starbucks: The Technology Launch Pad

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starbucks

December 2014

I don’t think it’s a very daring statement to say that Starbucks is more than a hot beverage company. Even though they sell more than 2 billion cups of coffee per year, I think the name means more to the average Joe (yes, pun very much intended). I mean, they just bought La Boulange for a $100 million dollars and now you see the San Francisco brand popping up everywhere you see a Starbucks, but I wouldn’t consider them a bakery. Well, maybe they’re a little of all of these, but I’d like to add one more: they’re a technology company.... more >>

Tech Recon: Be true to your shelf

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TechRecon_002

November 2014

In general, the consumer tech industry is run by engineering and sales types. Not a shocking revelation I know, but the public wants to believe that at the helm of every company sits a visionary “Steve Jobs” type challenging the status quo in their tireless quest to make the world a better place. It’s a nice thought, but when you consider some of the missteps we see while walking the aisles of Consumer Tech retail it would appear that the reality of the situation is quite the opposite.... more >>

Making the Complex Simple: The Creation of a Sport

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1_GRID

September 2014

At the core of why our agency exists is to introduce ideas that the public has never heard of, and in some cases have no... more >>

CES2014 in review: The good, the bad, and the gnarly, dude

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cover_

January 2014

CES is massive, so if you blink you might miss the good stuff. Here's a couple of companies that did a good job, a couple that missed the mark and one that nailed it.... more >>

Garage Brand: Why do many larger brands feel the need to start over

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cover_sep_2

October 2013

When re-branding a well known company its important to know what meaning their brand inherently has so you don't discard it in the process.... more >>

Big League Packaging: How to bring consumers in from left field

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insight-baseball

June 2013

Product packaging communicates differently at different vantage points around a retail store. Here's we break those vantage points down for you.... more >>