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ico Design

3 TRAITS OF UNSUCCESSFUL BRANDS: #3 Failure to simplify

The inability to be succinct is a critical failure of many brands

Mar 9, 2022

3 TRAITS OF UNSUCCESSFUL BRANDS: #3 Failure to simplify

Mar 9, 2022

3 TRAITS OF UNSUCCESSFUL BRANDS: #2 features over benefits.

Businesses love to list & list & list — but what does this mean for customers?

Jan 10, 2022

3 TRAITS OF UNSUCCESSFUL BRANDS: #2 features over benefits.

Jan 10, 2022

3 TRAITS OF UNSUCCESSFUL BRANDS: #1 Bad benchmarking

Why looking over the fence at your competitors isn’t everything.

Nov 22, 2021

An illustration of many similar products branded as “X”, and one that stands out branded “Z”

Nov 22, 2021

Not lost in translation. How to launch an overseas brand in Britain.

Why Asian businesses need to nuance their brands for the UK.

May 25, 2021

May 25, 2021

Why is a terrible name often a great brand name?

Naming a product or service is a strategic and strangely emotional challenge for any business. Here’s some sound advice.

Apr 26, 2021

Apr 26, 2021

Consultancies talk transformation, but many don’t look fit to deliver

Professional services companies love talking about radical change—why don’t they appear to practice what they preach?

Mar 12, 2021

Consultancies talk transformation, but many don’t look fit to deliver

Mar 12, 2021

From Peak Booze to Gen NoLo

Now Booze Britain is finally sobering up, what are the challenges for lo-alcohol beer brands?

Feb 18, 2021

From Peak Booze to Gen NoLo

Feb 18, 2021

Cannabis branding — time to turn over a new leaf?

Just because something is universally recognised doesn’t make it a credible branding asset.

Sep 1, 2020

Cannabis branding — time to turn over a new leaf?

Sep 1, 2020

Learning to love user-generated content

It’s unpolished and raw, but UGC is a powerful tool for today’s brands.

Feb 19, 2020

Learning to love user-generated content

Feb 19, 2020

Why investment shouldn’t define your brand.

A brand makes your product or service more valuable — not only in the long game, but in the short-term.

Oct 2, 2019

Oct 2, 2019

ico Design

ico Design

Partnerships Director at ico Design. We’re a London-based studio creating brands for ambitious entrepreneurial businesses

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