by Miriam Hara | May 27, 2025 | Branding, Marketing
With 2025 in full swing, we’re taking a moment to catch our breath and revisit some ideas that still have momentum.
At 3H, we believe good thinking doesn’t expire. The articles we’ve shared over the past few years continue to reflect the conversations we’re having now: about marketing that moves, branding that connects, and design that makes impact.
So whether you missed them the first time or are ready for a second pass, we’ve rounded up 5 of our favourite pieces that still feel relevant, timely and maybe even a little ahead of the curve.
Let’s keep the momentum going.
Legacy Brand: Embracing Bold Moves
Having a Legacy Brand is a doubled edge sword. On one side, it has earned its reputation by always being there. There are a few brands come to mind with type of heritage, However, legacy brands have their own unique set of challenges. How do they maintain relevancy with their existing audience all the while trying to reach out to new audiences? Packaging of Legacy brands are a pillar of these brands… and how to navigate changes to packaging is what we explore.
Curiographics: A New Approach to Marketing Segmentation
Demographics, to our way of thinking is passé. The 60 year old today isn’t the same as the 60 year old a decade ago. There is a shift in who and how targets should be identified. Here, we introduce the new concept of ‘Curiographics,’. This is a term we coined to explain the method of segmenting audiences based on curiosity-driven content engagement. It does not define an audience by age, education or income.
Graphic Design: Beyond the Software & Layout
The strategic role of graphic designers in marketing and branding can never be overstated. They are one significant pillar that streamlines and emphasizes the core communication of a brand. With the proliferation of technology, skills beyond technical software proficiency, which is increasingly important in the evolving digital landscape, must also weigh in… perhaps even more so.
Brand Potential: Is it Truly Maximized?
How do you know if your brand has achieved its full potential? Is it about KPIs or does brand success go beyond meeting key performance indicators like market share and sales growth. What else is there to evaluate success… and how does a brand get there?
Brand Loyalty : Taking it for Granted?
Brand Loyalty is a fickle thing. It’s important not to be complacent when you achieve it. As the market evolves, so do the audiences. It’s important for a brand to maintain relevancy and continuously work to earn and keep its loyalty. It’s much harder to re-gain or re-earn loyalty than it is to keep it.
As we look back on these standout pieces, one thing is clear, transformation isn’t a trend, it’s the new normal. We hope these five articles offer not just direction, but a moment to reflect on where you stand and where you’re headed.
Here’s to navigating the rest of 2025 with purpose, perspective, and a little creative edge.
Happy Marketing!
by Miriam Hara | Apr 16, 2025 | Agency, Creative, Design
Constructive Criticism… ugh! That’s all I have to say. In the world of marketing creative the use of the term constructive criticism is as prevalent as the air we breathe! Whether designing a campaign, writing a headline, or capturing the perfect shot, everyone has a say on that creative component. It’s part of the creative process and it is integral in crafting and improving the creative asset. But let’s not sugarcoat it: feedback can sting.
Creativity is personal
Despite me telling my team that feedback, “Is not personal” , I do understand that, innately, it is. It’s difficult not for it to feel personal when you’ve taken the germ of an idea and spent hours perfecting it before you even present it. And then someone comes along, squints at your masterpiece, and says, “Hmm… it’s not quite there.”How can it not feel personal?
But when constructive criticism is given, that is the defining moment. Feedback isn’t just about hearing what needs to change, it’s about how you respond to it.
To my way of thinking, constructive criticism is the way any professional can up their game. Become really, really good at their profession. Seriously good!
Understanding the why behind the what.
Giving feedback is an art. It should, by it’s very nature, be directionally but not specific. Alas, too often that is what feedback looks like….Make this bigger. Change this colour. Tweak that headline.
Turning that feedback into being constructive you need to decode the feedback. It’s not about just doing what is requested, it’s about understanding why the change is being requested.
- Why did they ask for more space?
- What’s the real concern behind this change?
- What outcome are we trying to achieve here?
Start thinking this way, you will become a true professional, a collaborator.
Personal or not? Understanding the distinction.
Feedback isn’t a reflection of you. It’s a reflection of the work. And that distinction makes all the difference. When feedback is given, and the understanding of the feedback gets crystallized, the outcome is something everyone will get behind. Feedback isn’t an attack, it’s a way to make a creative stronger…better. If a creative concept or asset cannot handle the modifications, perhaps there’s a bigger issue about the creative.
Constructive Criticism: It’s a mindset.
Feedback is the thing that tells you where to focus, where to sharpen your edge, and where to let go of what isn’t working. If you are truly listening. It’s part of the process that continuously stokes the fire of passion… and refines natural.
Here are my key takeaways on turning feedback into an opportunity to grow and become better (yes, even after 40 years!)
- Listen to understand, not to respond.
- Ask smart questions. “What’s not landing here?” or “What’s the bigger goal we’re aiming for?”
- Pause. Take a walk, sleep on it, let your thoughts settle.
- Look for patterns. If you’re hearing the same note over and over, it’s not a coincidence, it’s an indication that you’re not learning from the feedback… but just doing!
The true professional creatives are the ones who know how to use the feedback to make what they’ve initially created, even better.
Don’t just do.
At the end of the day, addressing feedback isn’t about getting the job out the door. It’s always an opportunity for growth. Evolving your craft, sharpening your skills, and building a resilience will serve you long after the project wraps up.
Consider that every critique is; a chance to become better. An opportunity to think deeper, create smarter, and deliver something that doesn’t just work, it wows.
How you handle feedback will determine your professional trajectory… and subsequently your professional opportunities. Contrary to the very iconic Nike slogan, Don’t just do it, learn from it!
by Miriam Hara | Jan 28, 2025 | Agency, Branding, Business Success, Creative, Marketing
If there is one thing that has remained with the test of time in the brand marketing world, it is ‘The Brief’. It has been the ‘one document’ that bridges streamlined information about the brand between brand marketers and creative marketing agencies since… or even before madmen.
It’s in the Brief.
The Brief is about providing the right information, so that it can create and offer up the best possible solution for the brand objective at hand and deliver on the brand strategies it stipulated. It provides the agency with the “objective reference” to assess their creative concepts and innovations against.
It’s the Brief that Counts.
Regardless of the tools that marketers have at their disposal to reach their audiences and to measure the effectiveness of their tactics, It’s the brief that counts. In today’s business world overflowing with marketing tools, data analytics, and performance metrics and, let’s face it, information overload.
As a result of all these metrics there is an undeniable pressure for corporations, brand marketers and agencies to create ideas that deliver on specific KPIs and of course, ROIs. And the only way to achieve this is in the creation of a good brief.
It’s all about The Brief.
What constitutes a good brief is simple, but it isn’t easy to create by any stretch of the imagination. A good brief is based on solid strategic thinking, providing the foundational work for the agency to pick up the baton and run with in.
What’s in The Brief.
Over the decades of running this agency, both my team and myself have had the distinct privilege of attending numerous strategic sessions for many brands… providing our agency an additional vision of the brand. But that is not always the case. Often, more than I would like, we are in a competitive situation where every word and subtlety is weighed heavily. A well written brief provides strategic clarity that enables the agency to deliver on the objectives and perhaps even exceed expectations based on the defined parameters that is set within it.
Where’s the Brief?
When we receive a mandate, this is the first question my teams always ask… Because every great campaign starts with one thing: a great brief.
by Miriam Hara | Jan 7, 2025 | Communications, Content, Social Media
The 2024 Word(s) of the Year
I don’t know if you feel the same way as I do, but there’s something oddly satisfying about seeing an entire year—its ups, downs, and collective quirks—wrapped up in a single word. But 2024? This year instead of one word stepping forward and claiming the crown, there’s an entire parade of words, each vying for its claim to the throne! Maybe it’s just a sign of the times. Or maybe there’s just too many dictionaries and publications weighing in on “the word” claim.
For your convenience…I’ve compiled a list, citing the word, its origins and why it’s considered the 2024 word of the year…and by which “governing body”. Enjoy!
Much Ado About Brain Rot
Oxford University Press handed the crown to ‘brain rot’ as the 2024 word of the year. Defined as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of trivial or unchallenging online content,” it captures the glazed-over feeling we all know too well after scrolling endlessly through cat videos, conspiracy theories, and dance trends we’ll never attempt.
The origins of the term date back to 1854 when Henry David Thoreau Walden. I haven’t read the book myself, but from my endless scrolling(ha!) to fact find this article, it is where the term ‘brain rot’ was first cited, Brain rot refers to the modern resurgence points to our collective obsession with low-effort content. Usage spiked by 230% in 2024, and honestly, I’m surprised it wasn’t higher. As Generation Alpha’s screen habits came under scrutiny, ‘brain rot’ has now become the term we reach for, part diagnosis, part cultural self-drag.
Manifest: Dream It, Do It, Post About It
Cambridge Dictionary gave us ‘manifest’—a word that’s been simmering quietly in the corners of self-help books and crystal shops but exploded this year thanks to social media influencers. Defined as “to imagine achieving something you want,” it became less about cosmic alignment and more about curating your life like it’s a Pinterest board.
It’s optimistic, it’s proactive, and let’s face it—it’s also a little exhausting. But in a year where uncertainty seemed to hang in the air like fog, ‘manifest’ was a small reminder that intention still holds power.
Demure: Quiet Luxury Goes Viral
Dictionary.com brought us ‘demure,’ and not since Jane Austen’s heyday has the word felt so relevant. Traditionally describing modesty or reservation, ‘demure’ got a TikTok glow-up thanks to influencer Jools Lebron and her catchphrase, “very demure, very mindful” in a series of videos posted to the platform in early August.
Suddenly, demure wasn’t just about avoiding the spotlight or being modest—it is used to describe refined and sophisticated appearance or behaviour and owning it, quietly. Usage spiked by 1200%, and if you didn’t at least try to pull off a “demure airport outfit” in 2024, were you even paying attention?
Polarization: The One Thing We Can All Agree On
Merriam-Webster brought us ‘polarization’—a word heavy with the weight of our times. Defined as “the process or state of dividing into sharply contrasting groups or sets of opinions or beliefs,” it was less a word and more a diagnosis.
Every headline, every debate, every family dinner seemed to circle back to it. And while understanding polarization is easy, fixing it?…well not that easy it seems!
Kakistocracy: A Word You Didn’t Know You Needed (But Did)
The Economist dusted off ‘kakistocracy’—a mouthful of a word that means “government by the least qualified or most unscrupulous individuals.” It’s not exactly subtle, and neither were the political moments that catapulted it into relevance.
It sounds sharp, like glass breaking. I don’t know about you…but that doesn’t sound like a good thing.
In closing… or reflection.
Words are important – at least to me they are. Specific words, such as these, define our collective state of mind (the borg comes to mind!). From ‘brain rot’ to ‘kakistocracy,’ 2024’s words are sharp, reflective, and sometimes a little too on the nose.
Here’s to 2025—may the words be kinder, the screens a little dimmer, and our collective brain rot kept in check. And if not… well, there’s always 2026.
by Miriam Hara | Nov 19, 2024 | Branding, Creative, Design, Marketing
Embracing Bold Moves: When and How to Rebrand a Legacy Brand’s Packaging Without Losing Heritage
Legacy brands carry a rich history, often evoking nostalgia and trust among loyal consumers. However, as consumer tastes evolve, even iconic brands must refresh their image to remain relevant. Rebranding packaging is a delicate process, especially for brands with a deep heritage, where there’s a fine balance between staying true to tradition and embracing modernity. Here’s how to revamp your brand’s packaging while honoring its legacy and maintaining loyal customers.
1. Recognizing the Need for a Packaging Refresh
For legacy brands, the decision to refresh packaging often comes from shifting market trends or consumer demands. The key here is to understand that a brand’s packaging speaks volumes about its identity. Is your current design feeling outdated in today’s sleek, minimalist world? Are competitors’ modern designs outshining yours on the shelves? A refresh doesn’t mean losing your brand’s heritage, but rather making sure it stays relevant.
Example: Look at how Coca-Cola has kept its iconic red and white colour scheme but continuously evolves its packaging. The subtle tweaks ensure the brand looks fresh without losing its instantly recognizable identity.
2. Stay True to Key Elements
Just like Dunkin’ retained its vibrant colours and recognizable font during its rebrand, legacy brands should maintain the visual elements that make them iconic. Think about the core aspects of your packaging design—colours, logos, fonts, or symbols that have emotional resonance with consumers. These elements anchor your brand’s identity.
Example: When Guinness refreshed its packaging, they kept the familiar harp symbol but modernized its design to appeal to a younger audience while retaining the essence of their heritage.
3. Balance Tradition with Modern Design
The challenge of rebranding a legacy brand’s packaging lies in walking the line between tradition and innovation. Your packaging must evolve to meet current market demands but also pay homage to the rich history your brand embodies. Modern design trends such as minimalism, flat design, or even eco-friendly packaging can be introduced in ways that highlight your brand’s authenticity rather than overshadow it.
Tip: Consider simplifying your design while keeping classic elements like colour schemes and logos. Streamlining the package can communicate modernity without diminishing the brand’s heritage.
4. Communicate the Story Behind the Refresh
One of the most effective ways to ensure a successful rebrand for a legacy brand is to communicate the why behind the change. Share the journey of the brand, explain the significance of the updated design, and ensure that consumers understand this is not a departure from tradition, but rather a step forward. Tell a compelling story that bridges the old with the new, creating an emotional connection.
Example: When luxury chocolate brand Godiva updated its packaging, they told the story of the craftsmanship and passion that still go into each box. The new design felt luxurious yet modern, without forgetting its Belgian roots.
5. Test and Involve Your Audience
A legacy brand’s audience often feels a strong attachment to its existing packaging. Testing potential designs with a group of loyal customers can provide valuable insights and help you fine-tune the refresh without straying too far from what they love. Involving them in the process makes them feel like stakeholders in the brand’s future.
Tip: A/B testing or focus groups can help gauge reactions before the full-scale rollout, ensuring you don’t alienate your core audience.
6. Ensure a Gradual Rollout
Just as Dunkin’ gradually transitioned its branding from “Dunkin Donuts” to “Dunkin,” a legacy brand’s packaging refresh should be rolled out in phases. A sudden overhaul can alienate loyal customers, while a gradual transition helps them adjust to the changes. During the transition, it’s vital to reinforce your brand’s legacy by highlighting the heritage elements that have been retained.
7. Prepare for Pushback—and Address It Gracefully
Change, especially for legacy brands, can often lead to pushback from die-hard fans. Prepare for this with clear messaging. Be transparent about why the refresh was necessary and how it benefits the brand and its consumers. Respond to concerns respectfully, reassuring customers that the brand they love is still very much intact.
Example: Burberry faced backlash when they updated their iconic logo. However, they handled it by explaining the need to modernize while staying true to their British roots, which helped ease the transition.
8. Celebrate the Brand’s Evolution
Finally, celebrate the evolution of your brand. Show consumers that the refresh is part of your brand’s journey and continued commitment to excellence. Use the opportunity to highlight the brand’s history while embracing its future. Special edition packaging or promotional campaigns that nod to the brand’s past can help reinforce the feeling that while the packaging may change, the core of the brand remains the same.
Stay True to your Roots
Refreshing the packaging of a legacy brand is a bold move but can be done without losing your heritage. By staying true to your roots, involving your audience, and embracing a modern, forward-thinking approach, you can ensure your brand continues to stand out on shelves while honouring its legacy. A successful rebrand isn’t about forgetting the past—it’s about respecting it while evolving to meet the future.
