Thoughts

How can alcohol brands find their edge? Connecting with consumers and standing out in a competitive market can be challenging – not to mention navigating the industry’s ever-changing regulatory landscape. We’ve shared our insights on successful branding and marketing, from tapping into emotional responses to building a community and working with brand ambassadors. 

In a world of endless consumer choice, standing out is everything. Brand power is about more than just being recognised – it’s about connecting deeply with your customers. We’ve explored how you can build your brand power, from the magic of compelling storytelling to truly understanding your community of consumers.

By 2027, global e-commerce sales of health and beauty are predicted to reach almost $450 billion (Statista). That’s a lot of cash, a very big pie, so it’s no surprise that so many brands do things differently, breaking conventions, innovating and continuously evolving.

Every day, we’re reminded of how lucky we are to work with such a brilliant bunch of clients. The projects, the feedback and the shared successes are at the heart and soul of what we do at The Yard Creative. 

Art has been an integral part of human expression since the dawn of civilisation. From cave paintings to modern masterpieces, art has always been a reflection of the society and the times we live in. While technology has made it easier to create digital art, it is important that we do not neglect the creation of physical art.

Artificial Intelligence (AI) is progressing at a rapid pace; impacting industries on a universal scale and initiating a future revolution on a whole host of processes in the visual-creative world.  AI softwares are already able to generate completely new pieces of art, growing more complex in look & application day by day. Though current AI tech still has it’s limitations – essentially we must give AI a brief, a list of parameters inputted by humans for an algorithm to process. With this in mind, today’s  AI ‘process of creation’ seems somewhat like a lifeless, mathematical equation – as it continues to make an impact, could we come to miss the magic born from the organic nature of traditional creativity?

The evolving landscape of wellness culture is leading to individuals and brands dismissing toxicity and creating new narratives to what ‘wellness’ means. A shift towards fitness and wellness culture over the pandemic came from many people finding new ways to spend their time during lockdown. In the wake of coronavirus, an estimated over two thirds of people (64%) found exercising as a priority. We saw the likes of Joe Wicks, ‘The Nations PE Teacher’, go viral by helping keep children fit with online classes whilst self-isolating as well as more recent trends on TikTok, such as  “that girl”which glorifies socializing less and exercising more.

As Caroline Criado Perez attests in her book ‘Invisible Women’, we live in a world which for the most part, was designed for men. Inventions across industries have long been male-dominated, and while 33% of published scientific discoveries were by majority-female research teams back in 2010, these teams received just 16.2% of patents.  34 years, or an entire generation ago, this figure was 6.3% – indicative of a disappointingly low improvement.

Music has multiple benefits. It is a very powerful tool in changing a person’s mood and stimulating past memories. It is also proven to help reduce anxiety, blood pressure, as well as improve sleep quality and mental alertness. But what about creativity?

We are are super happy to announce The Yard Creative’s latest win to evolve the brand for London based lifestyle furniture specialists Sazy. Briefed to define the new vision and look for Sazy, we are currently fully immersed in our research phase, leading to defining the strategy.

London, United Kingdom, 24th March 2023 – The Yard Creative has today announced its partnership with John Lewis on their newly redesigned Horsham store layout that opened mid-March. Moving to a ‘trial’ approach, the store has been flexibly designed to adapt to local community needs. 

The Yard Creative – The next adventure