This month, I am shifting my attention from the macrotrend of Authenticity to that of Renewal. As the next incarnation of the green movement, Renewal responds directly to the recession, promising a cleaner and healthier tomorrow.
About the Author
Cheryl Swanson founded Toniq (www.Toniq.com) after leading several design firms to world-class status with her emotions-based, visual approach to brand strategy development. At Toniq, she continues to evolve her strategic expertise by seeking new ways to connect with consumers.
Swanson’s years of trend tracking, design management and research have coalesced in a theory of Brand Effervescence™ an innovative approach to brand building. This image-based approach is a synthesis of cultural anthropology, consumer trends research, marketing and design, and a study of the psychology of symbolism and color.
Toniq has used this process successfully for leading consumer packaged goods product development, retail and on-line brands, including: Target, Unilever, Lycos, Kraft Foods, Gillette, Ralph Lauren, Saks Fifth Avenue, Pepsi, Con Agra, and Nestle Purina to create or redefine brand personalities and visual positioning recommendations for new products and established brands.