Brand Battle: Hugo Boss vs Christian Dior vs Calvin Klein

Jun 8, 2011 by Bryan Saunders

This week, we're launching a new feature here at Threefifty called Brand Battle .

For each Brand Battle, we're going to take a few brands in the same category, take a look at some of their marketing, and then let them fight to the death.

This week, we have a three-way battle lined up between Hugo Boss, Christian Dior, and Calvin Klein. Who will win? Keep on reading to find out.

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Market Research Week 5: Mr Porter Men's Fashion

May 30, 2011 by Bryan Saunders

This week, we've been working on a project for a client from Hong Kong.

Our client is starting a men's fashion label and we're developing their business plan, brand identity, and some of their advertising and marketing materials. We're also building them an eCommerce site.

As part of our planning process, we've researched what other players in the men's fashion market are doing. We want to make sure that our client stands out from the crowd and we also want to learn from our competitors' mistakes. One of the main competitors that we've identified is a company called Mr Porter.

Below, you can read our thoughts on Mr Porter's website. See what Mr Porter is doing well, learn about what they're doing poorly, and find out how we plan to do things differently.

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The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand

May 27, 2011 by Bryan Saunders

The Branded Mind Book by Erik Du Plessis 3D Book Cover Image

Recently, Kogan Page Publishing asked us to review their new book “The Branded Mind: What Neuroscience Really Tells us About the Puzzle of the Brain and the Brand.”

Written by Erik du Plessis, “The Branded Mind” looks at how psychology and neuroscience are increasingly affecting the world of branding and marketing.

In his book, du Plessis provides some unique insight into how both emotional and rational factors come into play when a consumer is deciding on a product or a brand, and the ways in which emotions, moods, personality, and culture impact our decision-making processes.

“The Branded Mind” also talks about how brain scanning tools like EEG and fMRI are helping—and sometimes preventing—marketing agencies from building effective marketing campaigns.

Here are some highlights of du Plessis’ book that—to me—really made sense:

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Make customers work for your product (but let them think it was their idea).

May 18, 2011 by Bryan Saunders

Designers love to talk about the importance of “usability.” And—when it comes to how a product works—I agree: a product should be easy to use.

But what about the buying process? The sales process? Should you make it easy for customers to buy your product?

Common sense says “yes,” but 4 new studies by Professor Ying Zhang at the University of Texas’ suggest that this isn’t always the case.

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Market Research Week 4: Telus, Mobilicity, Wireless Wave, and Bell.

May 16, 2011 by Bryan Saunders

Threefifty Market Research preview image

For this edition of Market Research we went to Kingsway Garden Mall.

I've been thinking about getting a new phone lately, so I suggested we check out some of the cell phone companies in the mall and see what they're doing for in-store marketing.

We visited Bell, Mobilicity, Telus and Wireless Wave and—in addition to checking out their branding—we examined their sales techniques as well.

Keep on reading to see what we discovered.

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Writing Techniques: How To Become a Better Writer.

Apr 11, 2011 by Bryan Saunders

Writing isn’t easy. As a writer and editor myself, I’ve learnt this firsthand.

While there isn’t a magic formula for creating amazing content, here are a few tips—based on neuroscience and psychology—that will help anyone become a better writer.

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