Arctic Circle - | BLOG

The power of executing an idea

Tue, 08 Oct 2013 12:33:08 +0200

“One idea lights a thousand candles.” - Ralph Waldo Emerson

Read Reghard’s entire article on Bizcommunity here click here

Brand Strategy Work Is No Job For Ad Agencies

Mon, 30 Sep 2013 09:05:00 +0200

The world of marketing has evolved, and today the companies that supply marketing communications and brand strategy are very different. Read the article on Branding Strategy Insider here click here

The power of prototyping in solving problems

Wed, 18 Sep 2013 08:37:34 +0200

‘We get comfortable in our habits of doing what we do. How often do we take an objective step and carefully look at our ‘system’ of doing things?’

Read Reghard’s entire article on Bizcommunity here click here

Beauty with a purpose

Mon, 09 Sep 2013 15:59:56 +0200

‘We need to shift our thinking because we want to create and maintain long-term relationships with people… beauty needs to be more than ‘skin deep’

Read Reghard’s entire article on Bizcommunity here click here

Design solutions for wicked problems

Mon, 02 Sep 2013 12:36:55 +0200

‘So, I said, “Just for clarity sake you want me to think ‘outside the box’ to come up with a brand solution while spending R2m on a media campaign on a national channel that will reach women 18-25, LSM 8 -10?’

Read Reghard’s entire article on Bizcommunity here click here

Coming full (Arctic) circle

Fri, 10 May 2013 14:03:00 +0200

‘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

Thu, 02 May 2013 12:40:00 +0200

“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

Thu, 10 Jan 2013 12:03:00 +0200

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

Wed, 21 Nov 2012 14:37:00 +0200

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 .

Exclamation TVC

Fri, 16 Nov 2012 09:59:00 +0200

This TVC focuses on the persona and attitude of the Exclamation girl. Instead of it being a classical concept ad, it’s shot as a music video speaking to the young, sassy, diva girls it’s aimed at. The bling, the gold, the statement pieces, the trimmings on the car and the tailor-made Hip-Hop track all reiterate this. The animation adds to the Exclamation world our girl lives in, with colours popping and a hint of the best parts of the ‘80’s. This spot demonstrates that Exclamation is not just a fragrance, but more an attitude. When you wear Exclamation, you make a statement without saying a word.