In Defense of Design When Assets Offend

by Fred Richards | Sep 16, 2020 | Brand Strategy

Brand Strategy IN DEFENSE OF DESIGN WHEN ASSETS OFFEND Fred Richards CMO & Partner Septemeber 16, 2020 Before the murder of George Floyd in Minneapolis and the wave of brand responses that followed, Land O’Lakes quietly and with little fanfare removed the Native...

Men’s Grooming Packaging Design Has a Cliché Problem

by Fred Richards | Jan 3, 2020 | Author, Brand Strategy, general, Packaging Design, Thought Leadership

This piece was originally written in 2018 when the men’s grooming category was at an inflection point. The dynamics it describes — patronizing marketing, missed opportunities at shelf, and the underserved contemporary male consumer — remain as relevant today as...