Andy Culbert, co-founder of MERó11.29.18
Most brands and businesses are trying to cope with the challenges caused by a digital world that never stands still—none more so than the fashion and beauty industries.
A packed calendar of events across the globe sees brands constantly unveiling new looks for style-conscious consumers to apply to their clothing, hair and makeup. Add to this the rise of the “influencer,” be it a celebrity, blogger or Instagrammer, inspiring trends and colors of the season and the instant demands of today’s digitalized consumer—being reactive as a brand or retailer has never been so important.
And that means having an adaptable brand as well as responsive marketing campaign.
Forward-thinking businesses are now using digital brand guidelines that enable their brand identity to flex with seasonal updates and in line with trends; in turn allowing brands to tap into constantly changing digital spaces.
By its very nature, digital branding needs to be flexible. Since the introduction of mobile, responsive websites and social channels, the days of a logo being a specific size or being anchore
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