Branding and communication

Awareness – Knowledge – Conversion. Tired and worn-out clichés perhaps, yet they are still fundamental prerequisites for success in a digital world in which disruptive is the new currency. The mechanisms and driving forces behind these concepts remain the same, the tools are changing at an ever-increasing rate.

The bold brand

Before starting on the protracted work of transforming the target group into loyal ambassadors, it is an unqualified advantage if the brand expresses the right things. This is both a strategic question and an operational design challenge.

The brand's strategic positioning says something about what you represent and what value is added to the various target groups the business is directed towards; how this relates to other players in the market and also reflects the products, history and attitudes in the business. The graphic interpretation of this theoretical basis then follows, which is at least as important. Very few of us keep brand strategies on the mantelpiece and it is the visual identity that is often the first impression we form about a brand.

Brand strategy and visual identity

The remarkable idea

The core to all advertising has remained unchanged since the phenomenon was born as a commercial sphere in the middle of the previous century: It is the good idea, the creative packaging, the concept that flirts with the recipient – and allows the message to shine – in strong competition with a vast number of other players. Beyond this, a lot has changed, whether we’re talking about media habits and choice of channels, insight about target group or pinpointing requirements.

Creative Communication

The compelling story

Sometimes the advertisement’s form and devices are limiting to the message you wish to communicate. Storytelling about a product and brand or clarification of complex causal connections require a different format with an adapted vocal pitch. This is what content marketing is about.

Content Marketing

The captivating film

It is said that the medium of film was democratised a long time ago. This means that technology used for recording and editing of films has become much less costly and easier to operate. Paradoxically, the audience's expectations of living images have increased dramatically. We require increasingly more replete visual dynamics before we are impressed. What do you do when a DV camera and basic course in video editing is no longer sufficient?

Motion design

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Kenneth Lyngshede

VP Nordic Sales & Business Development, Knowit Experience

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