Blog
Trends
Ambient Wellness
Wellness can be best when it's given to us without us even having to think about it.
Trends
Corporate Storytelling to Rebuild Brand Trust
Less than a decade ago, Barclays was not only one of the biggest banks in the world finance but also one of its most recognizable names. It had an exclusive deal with the world’s most popular sports league, soccer’s English Premier League1, as well as naming rights to the hottest new basketball arena in America’s … Continued
Work
Millennials & Membership
Last year’s joint study conducted by 88 Brand Partners and QNA Group was a fresh, innovative way of approaching some questions that dog what may well be the most misunderstood generation—Millennials. We examined their relationship to service brands. This year, we took a more nuanced look at how Millennials behave as parts of member organizations. … Continued
Trends
Staying Top of Mind — and Top of Shelf
A popular saying tells us that getting to the top is easy, it’s staying there that’s the hard part. That certainly holds true for a consumer packaged good (CPG) entering our home. We might grab the closest roll of paper towels (easy) and find out later that their absorbent qualities are, well, leaky at best. … Continued
Trends
Don’t Just Tell Me, Show Me
Trust is central to the success of a consumer packaged service. If the consumer cannot hold the product they are about to purchase in their hand, they need to be reassured—by the appearance, structure and logic of your website—that the product is what you claim it is. And when you’re a consumer packaged service, your … Continued
Trends
You’re Doing It All Wrong Capitalist Populism and Consumer Packaged Services
At 88 Brand Partners, we pride ourselves as experts at marketing service brands. We recently launched a Trend Tracking series about how some brands traditionally thought of as consumer packaged goods have begun behaving more like services, or consumer packaged services. For more context, check out the kick-off post from earlier this month, and see … Continued
Trends
Invite the Right One In When a Consumer Packaged Good becomes a service brand
According to legend, for a vampire to enter your home you must invite it in. In Thomas Alfredson’s masterful 2008 film, Let the Right One In, the adolescent vampire Eli stands at the threshold of her friend Oskar’s family’s apartment and makes it clear that she will not enter unless he invites her to do … Continued
Trends
Urban Pride
I’m from Chicago. The suburbs, to be exact. When I was a teenager, I saw my first concert at the United Center, and that started a lifelong love of this city’s acclaimed music culture. I’ve been to most venues, most record stores and most festivals, and all are important to me—they’ve become part of my … Continued