Stay informed

At MDM, we pride ourselves on being thought leaders. Following are a number articles produced by our directors and team experts that provide an insight into design, communication, marketing and business – practices and trends.

Millennials – brand savvy consumers

If asked to name a trait common to Millennials, many people – perhaps most – would suggest that they are less loyal than the generations that preceded them.

Millennials (also known as Generation Y) are generally categorised as those born between 1980 and the mid 1990s. The first generation to grow up in the internet age, they’ve been surrounded by digital communications, media and technology since birth.

'Millennials are driven by passion and will respond to an authentic and purposeful brand story that speaks to them in their language.'

A lack of loyalty – to their employer, to their barista, and to brands – is a common myth about Millennials. They change jobs frequently, use multiple social media platforms, and when it comes to food, fashion and entertainment, they’re more interested in what’s popular than staying faithful to certain brands.

While Millennials are certainly choosier than the generations before them, to say that it’s impossible to build brand loyalty with this demographic is simply untrue. They just don’t respond to the same marketing approach as previous generations.

Millennials crave connection – 75% of them would rather pay for an experience than a product. To effectively market to this group, brands must work to establish an environment of belonging, where co-creation and collaboration are encouraged. Millennials are driven by passion and will respond to an authentic and purposeful brand story that speaks to them in their language.

At MDM, we believe that Millennials are looking for an opportunity to make your story their story. The more ownership a Millennial has of a brand, the more likely they are to buy their its product – and share their experience with family and friends.

If you’re looking to connect with Millennials, our Branding Connection Framework goes beyond assumptions to unearth their true motivations and deliver a comprehensive understanding of this often, misunderstood demographic.

Millennials respond well to digital marketing – but your brand promise needs to be supported by a seamless customer experience across all channels. Whether they’re looking to buy online or in-store, Millennials expect simplicity and consistency at every touchpoint, with no barriers to purchase. Even a minor discrepancy or point of friction will have them reconsidering their purchase – which means the simpler your sales process, the more likely they’ll become loyal customers.

At MDM, we design and manage stand out brands for some of the world’s leading companies and produce brand identities, marketing collateral, product packaging and campaigns.

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Storytelling – every brand has a story to tell

Storytelling is one of the most powerful ways to breathe life into your brand and truly connect with your audience. When you tell a story that embodies connected experiences, you create a message that resonates.

Storytelling is the oldest form of sharing information and an important part of the human experience. Stories are how we share our wisdom, beliefs and values – they are the process through which we describe and explain the world around us. Ancient civilisations used music, dance, and painted or carved symbols to record stories that were passed from generation to generation.

Customers are looking for a genuine reason to connect with your brand. At MDM, we believe that successful brands connect with people on many levels, using stories that are people-centric, authentic, creative and inspirational. To maintain and protect the strength of your brand story, everything you do should fit within the broader narrative of this story.

How was the brand born? What inspired the creation of your company? How do you support your customers in getting to where they want to be?

'Customers are looking for a genuine reason to connect with your brand. At MDM, we believe that successful brands connect with people on many levels, using stories that are people-centric, authentic, creative and inspirational.'

Stories make messages stick. If you think back to the your childhood teachers and topics that really resonated for you, there’s a strong chance that storytelling played a part. In fact, a talent for storytelling is often the difference between an average teacher or leader, and a great one. This is because the most powerful stories happen in the mind of the audience. The messages we notice – and remember – are the ones that mean something to us.

At MDM, we believe that the best storytelling starts with listening – that’s why capturing comprehensive audience insights is integral to our Branding Connection Framework.

When crafting a compelling brand story, the customer should always be the main character, with your company acting as a supporting character that helps them achieve their goal. To do this effectively, you need to understand your customers’ beliefs, attitudes, motivations and challenges. From here, we can work with you to create a memorable brand story that gets noticed, drives action and fosters loyalty.

Storytelling is channel agnostic; to succeed it must be consistent across all mediums your company uses to connect with customers. Because each channel produces a different reaction, your story must be tailored to fit.

At MDM, we design and manage stand out brands for some of the world’s leading companies and produce brand identities, marketing collateral, product packaging and campaigns.

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Brand experience – creating a lasting impression

Brand experience comprises the sensations, feelings, cognitions and behavioural responses evoked by brand-related stimuli. These are part of a brand’s design and identity, packaging, communications, and environments. Put simply, it’s how consumers experience your brand – while they’re searching for your product, buying it, and using it.

Brand experience is gaining attention. Smart marketers are realising that understanding how consumers experience a brand is critical for developing marketing strategies that connect with customers.

At MDM, we believe that successful brand experiences deliver proof of a company’s promise and the benefits of their products. We know that today’s consumers are seeking a deeper relationship with the brands they support; they’re also more interested in spending time and money on experiences – collecting memories rather than 'stuff'. To capture their attention, companies must provide them with a unique and engaging experience that resonates and drives connectedness.

'At MDM, we believe that successful brand experiences deliver proof of a company’s promise and the benefits of their products.'

Our Branding Connection Framework focuses on shaping consumer perceptions at every touchpoint – from company brochures to product packaging and vehicle livery. We focus on using the five core aspects of brand experience to create a deep connection with your customers:

  • Think: communicating your company’s purpose.
  • Sense: connecting with customers via immersive experiences that engage the five senses.
  • Feel: creating emotional impact.
  • Do: encouraging certain behaviours by solving problems for customers.
  • Connect: inspiring a sense of belonging.

It’s vital that every interaction a consumer has with your company reinforces your brand promise. Even the most engaging website can be let down by a cumbersome checkout process; similarly, a great advertising campaign won’t get traction if your in-store experience is inconsistent or underwhelming.

At MDM, we design and manage stand out brands for some of the world’s leading companies and produce brand identities, marketing collateral, product packaging and campaigns.

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