What's new on the branding front? – September edition
Welcome to our new regular newsletter providing you with a round-up of the latest happenings in the branding world. This month raised questions about what a large-scale acquisition deal means for a much-loved creative brand and got us thinking about the impact of bold decision-making on brands today.
Patagonia’s bold branding move: will more brands start “going purpose”?
This month, Patagonia created waves in news outlets after announcing that it would not be “going public” but instead be “going purpose”, with the intention to make Earth its biggest stakeholder. This is a stunning move for the Patagonia brand, showing real commitment to its core brand values that it set out when it was founded back in 1973.?The question now is, will this set a new precedent for other brands?
What does the Adobe acquisition mean for the Figma brand?
Adobe has now acquired Figma for approximately $20 billion. Adobe’s strategy to dominate the creative market is clear for all. With Adobe’s positioning as an advocate of “Creativity for All”,? it will be intriguing to see how Adobe will approach merging Figma into its product ecosystem while maintaining this image. The acquisition means we are likely to see huge changes inside the Figma software ecosystem over the coming months. Will we see the Figma brand swallowed up by the Adobe brand?
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Good Club becomes Dizzie
The Good Club brand now has a new identity to reflect its mission to make reusable packaging the norm. Now called Dizzie, the brand was reimagined by the agency Nice and Serious who created a new logo, mascot, illustrations, and more to develop a new brand image that promotes its idea of “groceries packed better”. The rebranding marks a growing market demand for addressing environmental concerns.