Insights Fran Johnson
What is a branded house?
The branded house approach to brand architecture is where all the sub brands take the look and feel from the master brand. Examples include FedEx and to some degree, Microsoft.
Exploring multiple brand directions
The brand process: a dozen eggs creates multiple different brand directions within the branding process.
How to create a brand from scratch?
Creating a brand from scratch using brand strategy; audience, working out your why, your value words and establishing a brand design and identity.
Rebranding on a budget
A logo that works, and looks great is a very satisfying thing. It can increase pride, or decrease embarrassment. It can encourage forward thinking and it can increase sales. However,…
How to build your brand in 10 steps
How to build a brand: a guide for develop your brand strategy in ten steps. Straight forward advice to building a strong brand for your company.
How to develop your brand personality
Avoiding trend based design and starting with brand strategy are key to developing your brand's personality.
How to communicate your research
How do you go about communicating research? Firstly, establish who you want to be talking to, and then distil your communication into bite sized chunks.
What is brand architecture?
Brand architecture is a term used when structuring sub brands - how the sub brands relate to one another and to the master brand.
The dualism of branding
Looking at branding from two perspectives; that of a designer - needing to develop a brand process. And that of a business owner - needing the brand to provide a return on investment.
Q&A with Fran
Fran is one of the founders of a dozen eggs. She and Jo set up the company in 2010, after graduating with a degree in Graphic Communication…
An impossible task?
Can you develop a brand that targets (at least) 51% of the population? Strong brands have defined audiences, strong campaigns identify with large swaths of the population - is political branding possible?
Branding a political figurehead
What can we learn about branding a political figurehead from the Clinton and Trump campaigns - the role of design and beyond.