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Almost all the branding talks, books and experts cover business-to-consumer (B2C) branding. It’s sometimes difficult to look at the preferred examples from brands like Apple, Google, Hertz, Nike and the like – and work out how to apply the ideas and principles from a global consumer audience into a business-to-business (B2B) company. What makes B2C branding different? So, aside from the enormous budget, the scale of their advertising and access to the world’s leading design and advertising agencies – what makes B2C brands different from B2B brands? Branding is about an experience, and I would argue that what makes one brand different from the

It’s been a good year to be purple. Heck, it was even officially named the colour of the year. Sure the Pantone colour of the year is technically Ultra Violet, but in the light of our own branding, we are happy to claim it (and assume our competitors are green with envy). The last time we got so excited was back in 1999, when Pantone nominated Cerulean as “colour of the millennium”, with the optimistic hope that it would herald a new age in which “consumers will be seeking inner peace and spiritual fulfillment”. According to Pantone, Ultra Violet (also known as Pantone 18-3838) is

Here are some simple and easy tips for optimising your existing brand or developing a new one. Don’t try to do everything in one logo There are many things I love to eat. I love a great, thin crust pizza with a simple range of ingredients. I also love big, fluffy waffles covered in chocolate ice-cream and one thing I can never go past is my mum’s pumpkin soup. However, just because I love all these individual foods doesn’t mean I can cram all the flavours together to make a super food. Indeed, quite the opposite. What I would end up

The damage to wine labels of knock-off brand lookalikes is significant – both for sales and reputation. But the trade in Australian counterfeits is booming, writes wine expert and Cannings Purple corporate affairs account manager Ray Jordan. Wine counterfeiting is big bucks, both for those cashing in through such deceptive practices, and those trying to stop it to protect their brands. The culture of the knock-off has been refined to the point where people happily pay a fraction of the real price in the knowledge that what they are buying is fake – but who really cares if it looks the same.

What’s in a name? For businesses, just about everything. Think of the difference between Twittr, the original social media site name, and Twitter, or TheFacebook and Facebook, or the gap in consumer recognition between shopping at Dayton Hudson Co. and Target. In fact, naming your brand, sub-brand or offshoot product is a serious business. This is even more significant when you want the newly-named creation to have a life of its own beyond the parent company, be easily findable on Google, or have its own web domain that sticks in the mind. But there are more than 3 million registered web addresses in Australia

Bad user experience can be as costly as bad customer experience — just ask Designer Adam Elovalis, whose patience was tried by an insurance website. Maybe it’s just that life is too busy for delays. Maybe it’s my millennial nature, or that my life is all about design. Whatever the reason, I know I’m not alone in bad user experience being the reason behind abandoning business or consumer relationships. Here’s my story. I had been a policy-holder for several years with an insurance company, paying my monthly bills, and using their card to claim benefits without an issue. Sure, finding out I wasn’t

Branding is the public face of your business, writes Cameron Jones, and it needs to be protected. Your branding is more than just a pleasing set of fonts, colours and logos. At its best, it stands for what your business stands for. It’s a visual representation of your history and purpose. For many people, it IS your business. And something with that emotional power has a value above and beyond the cost of your brand guidelines. When you consider the intangible value of your branding, we believe it should be seen as your company’s intellectual property. It should be properly defined, maintained

Following our recent examination of Labor’s party branding, this week it is the turn of the Liberal Party of Australia. Jamie Wilkinson considers how the Liberals present themselves to the world in terms of branding and messaging. Cannings Purple Director of Design and Digital Jamie Wilkinson is a former BBC broadcaster and an expert in digital and social media content and management. Email Jamie.

Over the coming weeks, we will be investigating how political branding has changed over the last five decades for the major political parties. Jamie Wilkinson starts with a look at The Australian Labor Party. Click play to watch the full video below.  Cannings Purple Director of Design and Digital Jamie Wilkinson is a former BBC broadcaster and an expert in digital and social media content and management. Email Jamie.