Responsive Branding—the book—available next month

Consistency is the first law of corporate brand building—at least that is what all of the experts say. Branding principles evolved out of post World War II economic prosperity and the emergence of the mid twentieth century consumer. Major companies such as Campbell’s, Proctor & Gamble and General Foods systematized package design to help shoppers recognize their brands on shelves…

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How Responsive is your Brand?

Responsive Branding offers marketers an approach that embraces creativity, leverages media fragmentation and eschews uniformity. Instead, it aims for a coherent framework of cross-platform visual and verbal communication. Companies are struggling to break through in this hyper-media environment—and the old constructs of expertise no longer work. You can start by asking yourself these ten questions: 1. Is my organization clear…

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Responsive Branding Webinar

Responsive Branding can help you lead your category. After a year of research on her new book, Lynda Decker, President, Decker Design shares the best practices from some of the world’s leading brands. The webinar “Responsive Branding: The advantage of agility over repetition,” was given on February 10, 2016 by Lynda Decker. The following is the transcript from “Responsive Branding:…

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Sustainable Brands Conference 2016

Decker Design has been doing an increasing amount of work with clients that are concerned about their sustainable business practices. I made the decision to attend the Sustainable Brands Conference, which was held last week. Like many of my fellow attendees, it was my first time. My goal was to learn more and be able to share newly acquired knowledge…

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