Analysis - Heritage as a sales tool

Terms like heritage, authenticity and personality can be seen as the building-blocks of brand image, but to establish an instant connection with consumers these attributes have to be captured visually. Michael Peters, chairman and executive creative director of brand consultancy Identica and one of the UK’s foremost packaging designers, sheds light on how those qualities are translated into a look.

Analysis: Distilling personality - the designer’s challenge

24 July 2007

Terms like heritage, authenticity and personality can be seen as the building-blocks of brand image, but to establish an instant connection with consumers these attributes have to be captured visually. Michael Peters, chairman and executive creative director of brand consultancy Identica and one of the UK’s foremost packaging designers, sheds light on how those qualities are translated into a look.

US: Diageo gives Captain Morgan promo push

27 July 2006

Diageo has launched an advertising campaign for Captain Morgan Original Spiced Rum.

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Analysis - Heritage as a sales tool

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