The Colour of an Enigmatic 2018?

Dec 09 2017 Published by Neil Gains under design

Prince would be proud.

Pantone have just announced their colour of the year and it’s purple, or rather it is Ultra violet, “… the most complex of all colors, because it takes two shades that are seemingly diametrically opposed — blue and red — and brings them together to create something new.” (in the words of the Pantone Color Institute). Read more »

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Using Sound to Build Your Brand

Apr 27 2017 Published by Neil Gains under sensory branding

Audio Branding: Using sounds to build your brand is a great read for anyone interested in building stronger connections with their customers, especially if they have an ear for music. Full disclosure, the book includes a short piece by myself placing sound in the broader context of sensory branding and the different touch points that can reach your customers. Read more »

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Reimagining global beauty

Apr 26 2017 Published by Neil Gains under beauty

Beauty Imagined: A history of the global beauty industry by Geoffrey Jones is highly recommended for anyone interested in beauty, the beauty industry and beauty brands. Full of anecdotes and insights into the people who shaped the beauty industry, this book provides great insights into the innovations and events that make beauty what it is today. The final chapters on the modern beauty industry, and the discussion of globalization versus tribalization are very well written and are foresee many of the local cultural trends and influences I believe are shaping the industry in Asia and beyond. Read more »

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Building Meaning into Brands

Apr 16 2016 Published by Neil Gains under book review

I’ve just read the second edition of Brand Meaning by Mark Batey and although there is some additional material and up-to-date examples the core argument of the book is the same (you can read a review of the first edition here). Successful brands are ones that create and nurture strong meanings to consumers, and the more symbolic and value-driven that meaning is, the more powerful it becomes. Read more »

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6 Reasons to Create a Winning Sound Environment

Nov 27 2015 Published by Neil Gains under sensory branding

“Music can move us to the heights or depths of emotion. It can persuade us to buy something, or remind us of our first date. It can lift us out of depression when nothing else can. It can get us dancing to its beat. But the power of music goes much, much further. Indeed, music occupies more areas of our brain than language does – humans are a musical species.” – Oliver Sacks

We all know the power of music to move both our bodies and our emotions. So how can you use music to create more immersive brand experiences giving you the commercial edge over your rivals?

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