Practicing what you preach

2018 was the right time for BEAR to put itself under the microscope: it was time for a new look. We’d spent the past 18 years adding real value to other businesses, through branding and identity. Yet, in that time we’d rarely taken a step back to explore whether our own brand was representative of who we are.



Starting from scratch

Analysing yourself is no mean feat: we had to separate ourselves from what we’ve known for the past 18 years. Were we successfully representing everything we now stand for? Did our identity portray us as a forward-thinking brand communications agency?

Looking at ourselves with fresh eyes was liberating. We began the exact process we recommend to our clients, to find the real heart of our business, the reason we all get out of bed. Find this, and the rest always falls into place.

Our new branding is built upon the core concept of getting to the heart of businesses and affecting real positive difference. We experienced – as always, a few too many iterations but once we’d nailed it, well, that was it – the new BEAR was well underway.

 

Cutting to the chase

A popular phrase within the BEAR team, ‘cut to the chase’ has now been taken from the studio floor to stand centre-stage on our new homepage. Cutting to the chase represents exactly what we do as an agency, what we’ve got tons of experience doing.

It does not mean cutting corners; in fact, it’s the very opposite. We deep-dive into your business and discover exactly what you and your customers need without any delay or fluff. We unearth your businesses’ key drivers and differentiators and execute them through quality branding and communications to drive commercial success.


Taking it to the next level

Our logo links back to ‘cut to the chase’. After many tweaks, we flipped the ‘A’ of BEAR by 90 degrees to represent a moving arrow, nodding to our constant forward-thinking nature and keeping with the repetition of arrows across our site that demonstrate business growth through design.

Take our Music Licence case study: by amplifying simplicity for customers and injecting a much-needed personality there’s an immediate credibility from the get go. A few months ago, there was nothing for customers to connect with and now there is a product with a clear identity, tone of voice and offering… it’s speaking to hundreds of thousands of businesses.


Giving the green blue light

Even our brand colour was a carefully considered affair. It’s no longer acceptable to choose red, or perhaps green? With retina display devices becoming more and more available, brand colour can more expressive. We didn’t just want to produce the blank canvas sight so many agencies adopt. We wanted to stick our necks out with a colour that cuts through and, moving forwards, it’s about design for device over print.

We are really proud of what we have achieved, and the feedback has been overwhelmingly positive. There will be regular updates with our content and in particular new project case studies, watch this space!

Author: Roberto D’Andria. Owner | Strategic Creative Director

Harvest Digital crowned 2nd most diverse agency in Bing Partner Global Awards

We’re proud to announce that we have been shortlisted for the award as the Most Diverse and Inclusive Agency in the Global Bing Partner Awards.

We came first runner-up in the award, and it’s no surprise that Bing has chosen to recognise two independent media agencies – especially after large conglomerate media agencies have been getting a kicking lately.

As one of the UK’s most diverse and inclusive agencies, we work hard to make sure that we are inclusive of skin colour, religion, sexual orientation and ability in all the work we produce.

At Harvest Digital, we embrace and encourage employing individuals from varying backgrounds and cultures, creating an environment of diversity, from which we thrive. Through the collaboration of a diverse workforce, we benefit from the creativity and innovation that comes from bringing different experiences and perspectives together.

We also celebrate the cultural identity of our staff – more than half of our team at Harvest coming from outside the UK. Equally, as a fast-paced, forward-thinking agency, we recognise that it’s about hiring for talent (and promoting based on skill) – it’s not just a numbers game.

We believe in an open and non-hierarchical structure where people can thrive and build their careers based on a meritocratic system.

We’ll be flying out to Seattle in May for the Global Bing Partner Awards ceremony, as well as the Global Bing Partner Summit that takes place the following day.

Fancy working for a diverse and inclusive agency? Drop us a line below, or find out what vacancies we currently have here.

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On the quest for simplicity

 

Insight:

On the quest for simplicity

 

As we witness a decline in consumers’ trust in brands and a need for simplification as shoppers become more and more overwhelmed by choices in aisle, plenty of brands have switched their strategy to a ‘One Brand’ approach in recent years.

In an FMCG industry driven by innovation and newness, companies continue to look to new products and sub-brands for growth. Every small consumer trend or fad leads to a product in a variety of categories. Each introduction increases the challenges around product positioning, portfolio optimisation, channel strategies and marketing planning. A masterbrand’s existing equity would help to overcome these barriers by conveying an emotional connection combined with credibility, familiarity and quality perceptions; especially for iconic brands such as the following 3:

Coca-Cola: Their research has shown that not everyone understands the options available and benefits of each drink under the Coca-Cola portfolio; which is why Coca-Cola Great Britain have introduced a new “one brand” strategy.

Hersheys: understood the need to simplify their offering in the minds of consumers and to connect with them on an emotional level rather than fragmenting the brand’s equity across the portfolio. Moving forward, Hershey’s will be synonymous with happiness through the “Hello Happy. Hello Hershey’s” campaign in the US.

McCain:  The McCain masterbrand approach aimed to simplify the McCain products range and position it as the stand-out brand for all potato meal solutions, no matter the occasion. This approach is reflected in their ‘We are Family’ British campaign (link) featuring their frozen and chilled line-ups.

As the media landscape becomes even more fragmented, brands will increasingly find it difficult to identify and own unique positioning platforms for each of their sub-brands; it adds complexity to marketing plans and may drive lower efficiencies. A ‘One Brand’ approach will allow them to:

  1. Unify the brand under one personality and one single message that resonates with consumers/shoppers.
    By developing customer bonds with the masterbrand, companies can offset the loss of consumers when their product’s appeal is based on a discrete period, for example, a certain life stage.
  2. Drive efficiency in terms of channel strategies and higher return on investment.
    Promoting a single brand with a single campaign makes for more efficient media spend, and in today’s fragmented media landscape, the ROI will be stronger.
  3. Give the masterbrand stronger competitive positioning.
    Between the new start-up craze, consumers’ changing tastes and the rise of own-label ranges, it is has become easier for small businesses or retailers to build attractive brands and compete against the big players. However, a masterbrand with strong equity and combined resources will make it harder for these new entrants to overtake any category.

 

So what does this all mean for shopper marketing?

The ‘One Brand’ approach is executed more easily in shopper when the brand’s portfolio of products sits within the same category/aisle (e.g. frozen), however, when considering a masterbrand that spans multiple diverse categories e.g. Nestle, companies must ensure that any masterbrand message transcends all categories and is adding value for the various targets.

Like everything else in marketing and advertising today (traditional vs. digital, mass vs. personalisation), it is about finding the right balance and right level of integration between both approaches. In the case of McCain where their new range sits in the chilled category, a bit more effort is required from shopper marketing to educate consumers and prompt shoppers on auto-pilot to go down the chilled aisle looking for McCain for those food for tonight occasions.

As we move towards more and more simplification, keep an eye out for more FMCG brands that will follow suit. We are intrigued to see how they approach shopper under one umbrella brand.

If you’d like to read the full article, give us a shout at hello@capturemarketing.co.uk

 

 

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