Import cargo volume expected to remain down year over year until spring

Redesigning a logo is a monumental task not meant for the faint-hearted. From the font choices to the use of graphics to choices of color and style, this critical piece of a brand identity conveys much about your brand at a glance. So, it’s important to spend time and attention consideration for each choice. Recently, a UK brand made history with a logo update. What made it noteworthy? In 2006, the Guinness Book of World Records recognized Lyle’s Golden Syrup as the world’s oldest unchanged brand packaging, making their redesign the end of a 140-year-old reign. Feedback on the redesigned packaging was not kind, with commenters comparing the new logo to a poorly designed Starbucks knockoff.

Despite the fact that the retail landscape continues to undergo massive waves of post-COVID evolution, there are many things that still haven’t changed — like the fact that consumers continue to go to physical stores to shop and that the physical portion of retailers' businesses still command the largest share of their revenues by a very large margin. Despite this, many retailers still only focus on the e-commerce sales impacts of their digital marketing, and ignore the in-store sales impacts because it's “difficult to measure.” This myopic focus is costing them — a lot. Web analytics tools or the measurements provided by the large platforms like Google and Meta have always relied on clicks to tell the story of campaign value. However, with major privacy changes in the market made by Apple and coming soon from Google, any measurement approach that relies on tracking individual consumers has been dying a death of a thousand cuts. Even measuring digital ads’ impact on e-commerce is getting a lot harder.

We’ve all seen people go crazy for tiny houses. There’s a reason for that: smaller means simpler, quicker to build, easier on the budget. Well, the same concept works for campaigns. It’s possible to build a small, agile campaign that reaches a portion of your audience and prospects too, with a friendlier bottom line. However, as with tiny houses, you still need a strategy, skill and planning to build it. Even if it is pocket-sized. It’s also useful for testing creative messages and visuals to gauge response before a big rollout. So what are the essential parts of a campaign, and how can you scale budget? Let’s take a look. Click Read More below