Practical Brand Building Tips, inspired by the burgeoning gin sector
Michael J. Dorr, Managing Director – Hotspex UK
Last week, Hotspex UK had the pleasure of hosting our inaugural brand building webinar, on the refreshing topic of gin. I promise this is the 1st of many webinars to come, with the underlying theme of practical tips/guidance for brand building!
So why gin? Well…
- The gin category is experiencing transformative growth
- Branding & distinctiveness are major drivers in this image-driven space
Three overarching principles are outlined in the webinar…
These brand-building principles (while easy in concept) represent a major challenge for many brands. By applying our framework of human personality and emotion, we empower brand owners in a detailed, agile & cost-efficient way.
Our “Ginnovation” webinar was created to act as a helpful guide for insights professionals and marketers, with the main takeaways being applicable to any category.
A brand that we see following these brand-building principles is Channel 4, particularly with their recent Complaints Welcome campaign. This is truly a brand that knows its strengths, knows what makes it distinct and they have effectively (and wryly) executed an evocative and memorable ad.
Kudos to Channel 4 and their in-house creative team 4Creative.
If you have ~20 minutes to spare, please watch the webinar.
Thanks to everyone who attended the webinar. And a special thanks to the Hotspex team (spanning our London and Toronto offices) who helped in creating the webinar content!