News and Views
A brand design consultant’s view of the value of contemporary branding.
Point of view
Top brand design consultants today have moved far beyond simply creating and placing visual graphic elements. They understand the profound influence of digital platforms and social media, which are now essential components of any brand strategy. Modern brand imaging encompasses all forms of communication and expression, providing a solid foundation for a company’s vision and its growth in the marketplace.
Effective branding doesn’t just capture attention—it showcases the possibilities within the creative process, turning the brand into a living, breathing entity that touches all parts of the business. If I worked at Ferrari or Michael Kors, I’d want to feel inspired by a company that embraces modern, forward-thinking values. As a customer, I’d expect the brand to impress me with its focus on innovation, competitive pricing, and professionalism in its marketing strategy. Whether as an employee or a customer, “brand fan loyalty” becomes a powerful connection when a brand effectively engages its audience.
This is the essence of successful branding: it inspires, communicates, and excites while providing a framework that enhances the business. A thoughtful rebranding process communicates clearly, stays true to a brand’s history, and makes subtle, forward-looking changes that resonate in today’s digital world.
Creating a brand that’s flexible yet true to its core mission is vital in today’s fast-paced consumer environment. As CampbellRigg's experience shows, a rebrand doesn’t have to be a dramatic overhaul—it’s about making an impact and telling your story in a way that resonates with the current generation. Capturing the essence of your new brand identity is key to making it memorable.
CampbellRigg’s branding services include strategy and positioning, identity and design, motion graphics, brand architecture, prototyping, innovation, naming, research and analytics, retail environments, engagement and activation programs, and social media design.
As pioneers of many research, design, and consulting methods now standard in the branding industry, CampbellRigg has worked in 14 countries across Europe, the Near East, and the Middle East. We collaborate with global brands from Germany to Qatar, Finland to Switzerland, and Russia to Turkey, helping management teams create outstanding brand platforms and deliver exceptional shareholder returns.
Our renewal process allows us to continuously benchmark and document best-in-class brand design strategies across various global markets. Please explore the ‘news section’ of this website to read our insights on multiple industries.
The images featured in this article are sourced from Michael Kors' 2017 brand campaigns and reflect our views on dynamic, multi-channel brand imaging.
We welcome you to contact us about your brand strategy, design renewal program, or online digital and social media requirements.
