Arctic Circle Strategic Brand Institute

Λ From the blog

• Coming full (Arctic) circle

  May 10th, 2013

  

  ‘When I founded brand development and communications agency Arctic Circle 14 years ago at the age of 24, I had a lot to learn.’

  Read Reghard’s entire article on Bizcommunity here click here

• The power of single-minded messages

  May 2nd, 2013

  

  “A wealth of information creates a poverty of attention.” – Marty Neumeier.

  The human brain can only process one message effectively at a time. It is very important for brands and communication designers to focus on one clear message that is not ambiguous and the communication idea will be stronger.
  

  It boils down to simplicity. It is vital for any brand builders to get themselves in the routine of reducing the communication of copy, strategy and design to the brand’s essence and ultimately master the art of simplicity. Customers should only experience the tip of the iceberg and grasp it immediately without explanation. For example:

  Apple – Think different.
  Red Bull – Vitalizes body & mind.
  Vodacom – Connecting you.

  When you can recall a brand’s essence when seeing the logo, the essence resonates and is effectively communicated via a single-minded message.
  

  http://www.myrkothum.com/
  http://www.saleader.co.za/

• A look at some trends forecasted for 2013

  January 10th, 2013

  Presumers – Customers will participate in funding and the prelaunch of new brands and products. It is vital to create curiosity and hype around these future products. This can only be created through innovation in line with new shopping methods and ways to use a certain product.

  Appscriptions – Digital technology is the new medicine. Doctors and physicians turn to health apps and services to improve health outcomes. It is not only doctors, but other brands as well. This is slowly taking off in SA, but not throughout, ultimately consumers will utilise their mobiles and maximize every moment.

  Emerging for emerging markets – We saw developed markets that catered to emerging ones over the last two decades. We need to get ready for the explosion in products and services form emerging markets to other emerging markets, e.g. Chinese and Indian brands selling to the middle classes in Brazil, South Africa or Turkey. Or vice versa.

  Planetcare – Ecological sustainable activities will play a bigger part in consumer’s minds when choosing brands. It is no longer a marketing differentiation element, but an exercise that is expected.

  THINK OF THE HUMAN ROLE YOUR BRAND PLAYS IN A PERSON’S LIFE; IS IT A FRIEND, A MENTOR, INSPIRING PERSON, A POLITE PERSON HELPING YOU ETC. CONSUMERS WON’T PUT THEMSELVES OUT FOR BRANDS UNLESS THEY TRULY BELIEVE IN THE BRAND’S VISION. YOUR BRAND NEEDS TO BE 100% TRANSPARENT AND SINCERE.

  Reference:
  http://www.youtube.com/watch?v=YFUMZ_o6l2s
  http://trendwatching.com/briefing/

• Designing on the air

  November 21st, 2012

  Designing on the air from cagri cankaya on Vimeo.

  The story of world’s first airborne logo design. Turkish graphic designer Çağrı Çankaya. Jumping from a plane and design a logo during free fall with 200 km/h speed while contracting at AC .