Design

Retail Branding Design is More of a Solution than a Creation

UNDERSTAND THE CHALLENGE

by Michael Houlihan & Bonnie Harvey | Brand Building

Unfortunately, many new CPG product designers think that branding design has an open door to the world of all possibilities. They mistakenly think that they have wide latitude to create new, disruptive designs that they believe will be distinctive, attractive, and compelling. But in the CPG...

Successful Brand Builders Use Representatives to Insure Program Execution at Every Level

SEND MORE MERCHANDISING MATERIAL!

by Michael Houlihan & Bonnie Harvey | Brand Building

The best brand building signs and merchandising materials we ever saw were in the dumpsters of the very distributers who were expected to use them to sell the products of the brands they represented. What were they doing there? Because the distributers only had a limited...

Improve Your Brand Image with Fun!

OUR FAVORITE THREE-LETTER WORD

by Michael Houlihan & Bonnie Harvey | Brand Building

We were recently asked by the CEO of an international corporation with over 100 brands, “What is fun?” At first we were taken back by the question because it seems so self-evident. But as we began to think about how to phrase our answer, we realized...

Company Branding Should Convey your Message

WHAT’S IT ALL ABOUT, ALFIE? - Burt Bacharach

by Michael Houlihan & Bonnie Harvey | Branding

Michael Caine played a Cockney womanizer in the popular 1966 movie, Alfie. Burt Bacharach’s theme, by the same name, asked the rhetorical question that conveyed the message of the movie. Your company branding starts with a succinct message that communicates what it’s all about and how...

Brand Design Starts at the Drawing Board

BUT IT DOESN’T END THERE, NOT BY A LONG SHOT

by Michael Houlihan & Bonnie Harvey | Branding

There are lots of good brand designers out there who think that good brand design is about a nice logo. Great brand design, however, is comprehensive, continuous, consistent, and starts at the conception of the product itself. Brand design should involve every aspect of your product....