Branding and Retail Trends for 2016

I-AM AT THE RETAIL DESIGN EXPO In collaboration with Ben & Jerry’s, Pete Champion (I-AM) and Chris Sherriff, (Ben & Jerry’s) co-presented at the Retail Design Expo on how Ben & Jerry’s tailor their retail brand experience concepts for the European Market. Key take-outs from the presentation were: 1. As with all brand experience design; start with the consumer! Understand & anticipate as much as possible about the types of customer & their characteristics, the prevalence of each type in each location, and what is most likely to appeal to them.  Aim for a People – Inspired Experience! 2. Avoid clichéd localisation – for longevity and integrity, local cues must be deep and relevant 3. An immersive Brand & Ultimate product experience (Flagship) is a key opportunity to justify product price positioning as well as amplify brand presence 4. The global brand personality must be translated as more local, still fun but more sophisticated, clever ...