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 | 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 | Oct 8, 2024 | Branding, Business Success
So You’re a Market Leader
As a brand manager, it’s easy to become comfortable when your brand is riding high on a wave of loyalty with the market share and sales to prove it. But here’s the truth: brand loyalty isn’t a given and it isn’t easily earned either. Sometimes based on market conditions, being the market leader doesn’t always translate into true brand loyalty. Regardless, it’s certainly not something that remains static.
Brand loyalty doesn’t come about simply because your brand is out there – and I would go even further to say – if you’re the only one out there.
A brand loyal customer base is the result of constant nurturing, respect, and—most importantly—consistent evolution. Your customers may love you today, but if you don’t continue to invest in that relationship, tomorrow’s landscape could look very different.
Why Complacency is the Enemy of Loyalty
I have always maintained that brand is a living organism. It must evolve and grow. When a brand reaches a certain level of success, there’s a temptation to pull back, thinking the hard work is over. However, like brand, brand loyalty is a living, breathing thing. It needs attention, care, and—yes—respect.
Consumers want to feel valued, and part of that value comes from knowing the brand they’re committed to is committed to them… and is in constant improving and growing mode.
Ignoring the need for continuous investment and evolution sends the wrong message to your consumer base: “We’ve done enough.” Even if you are a brand staple, there are ways for your brand to become more than that. Consumers need to know that you’ve got their back… that your mission is always to serve up things that make their lives, easier, better, warmer, happier and effortless.
And if that’s not enough of an incentive to keep investing and growing, remember that no market is foolproof, you can count on market dynamics shifting, and competitors are always ready to pounce, when they see an opening to just nudge it and take a little bite out of your loyal following.
Loyalty is More Than a Transaction—It’s Validation
I’ve mentioned it before, even if your brand is a market leader, it’s not enough to simply assume that dominance guarantees loyalty. Consumers want to feel validated in their choice of brand, especially when they’ve been loyal for years. It’s about recognizing their support and providing them with reassurance that they’ve made the right decision. This means brand managers needs to continuously invest in their brand to maintain a constant relationship with their customer base.
The Investment That Keeps Giving
Consistent investment, whether in marketing, customer experience, or product innovation, is key to maintaining your brand’s place in the hearts and minds of your customers. This investment can take many forms. It can be through new product innovations or offerings, exclusive offers other than rebates or coupons. The investment must reinforce the values that drew consumers to your brand in the first place. It can take the form of usage tips, how to, DIY or entering in a fun contest, information that is authentic and true to the brand persona.
Your consumers are your best brand ambassadors, but they need to be reassured that their advocacy is well-placed.
By continuing to engage with your audience and offering them these reminders, you’re not just thanking them—you’re reinforcing the connection and giving them reasons to keep choosing you.
Showing Respect is Powerful
Staying relevant by evolving is one of the most powerful ways for a brand to show respect. It demonstrates to brand loyalists that their loyalty is being recognized and isn’t being taken for granted. Whether it’s adapting your messaging, launching new products, or updating your brand identity to better reflect today’s cultural landscape, keeping things fresh demonstrates to your customers that you’re in it for the long haul—just like they are.
At the end of the day, it all comes down to this. When a brand understands the ongoing relationship it needs to have with its consumer base, it doesn’t just keep them—it keeps growing alongside them.
by Miriam Hara | Sep 24, 2024 | Branding, Marketing
Last week we all got hit with the news that Tupperware has filed for bankruptcy. Some may have been surprised by the news, and others may have seen it coming. In this ever changing market, it’s difficult for iconic Brands to evolve in a timely way…and to maintain relevancy by staying just ever so slightly ahead of the curve. Many of us still remember Kodak and the end of an era. We’ve all read about the usual myriad of suspects as being the reason for the demise of Tupperware. Whether it resulted from the proliferation of cheaper copycat products, lack of innovation, failure to maintain its spearhead attitude when it came to sustainability, the result is the same. The end of the brand name Tupperware.
The Way of the Dodo
Perhaps the saddest aspect of this story is that Tupperware will always be part of our collective consciousness. How could a Brand name that not only developed an entire category but was its very definition (can you say Kleenex , Google and Xerox) go the way of the Dodo, and yet still be part of our everyday language? Ironically, there will be Gen Z’s who will refer to their Tupperware without ever realizing that Tupperware was once a Brand. And that is truly the real story.
How is it that a Brand that was made a household name in the 1950s mainly by the use of a new marketing initiative called the “Tupperware Party” end up here?
Brand Beware of ‘Genocide’
Well there is something to say about over exposure….especially if it’s going to be at the expense of the Brand uniqueness. A Brand’s USP disappears as it becomes synonymous with the category it developed! Becoming a category descriptor is a double edged sword. It speaks to providing consumers an innovative solution, and initially, the Brand does reap the rewards. But as they say plagiarism is the best form of flattery. If there is a need to be filled, or a new need that is identified in the market, there will be copycat competition for sure. And if brand owners don’t realize that they need to protect their Brand in context to the category, then it’s a slippery slope and the rest is history.
It’s All in the Language
Each and every one of us do it every day. At least once a day we say “google that” or “google it”. Are we actually using google, or is it another search engine? Disruptive Brands like google, are probably very much aware of how their Brand name is being used in the market. Without intention and mindfulness to the Brand they are uttering. Brand owners have to counter-act the category use of their Brand name. The basics of Brand guidelines are key…but it goes far beyond that. In today’s digital world, adopting monitoring and enforcement programs to stay informed of the market’s activities is a must. This will alert Brand owners of how their Brand’s name is being used and signal them if their Brand is slipping in to descriptive use by third parties. And don’t forget Wikipedia! Brand owners should work at actively correcting any incorrect definitions in reference sources.
The Expense of Doing Nothing
In our world market share and value, as profitability are the drivers. However, investing in protecting a Brand is a must. Albeit, extensive corrective advertising and consumer re-education is expensive for the Brand, however doing nothing, leads to the way of Tupperware. Brand owners of innovative Brands must focus on ensuring that people use descriptors with their Brand name at every instance. This reinforces the Brand with the category and cues consumers that the Brand name is a Brand. For innovative Brands, all communications would qualify the Brand name. ie. Google search engine or Kleenex facial tissues. Do not use the trademark as a noun or a verb. You can use it as an adjective. Is this subtle? Yes, but developing a brand is always one drop at a time. Little distinctions can have a significant impact over time.
As we bid farewell to the Tupperware Brand, those of us who witnessed its growth over the years can find comfort in knowing that the name Tupperware, just like the Dodo bird, will live on.
by Miriam Hara | Jul 18, 2024 | Branding, Marketing
Set the Bar High
When you’re in the business of creating brands the bar needs to be set high.That doesn’t mean that the brand should be high end. Creating a brand from the ground up is essentially comprised of many different “conscious marketing” decisions that are made. Those decisions are made regardless of the value of the brand…or rather the perceptual value of the brand. Whether you’re branding an economy line of products or an exclusive prestige line of products, a set of decisions need to be taken. We’ve all heard the saying it’s good enough. But is it really?
When adding in a layer of branding, good enough is never good enough. It just doesn’t cut it.
Those Not So Little Marketing Decisions
So what are these marketing decisions that need to happen. Well the first one, is identifying the market opportunity. Is there an opportunity to create a brand? Is there a need? We won’t get into whether it’s lucrative in this article. The premise today is to provide the context of creating brands, the decisions that make them a brand, and why every little nuance matters.
Next, key decisions need to be made about the brand identity and its core representation.This is no easy task and should be taken seriously. This includes what the brand’s mission, vision, values, and unique selling proposition are (USP). This takes us to the very next important decision; how and who do we define as our core target market? Who are the ideal customers? What are their demographics? At this stage, all types of decisions need to be made. Who are they? Where do they live? What do they do? What are their psychographics, needs, and preferences? Where to they go? To provide context, an economy line of household products might target budget-conscious families, while a prestige skincare line might target affluent, health-conscious consumers.
How Does Your Brand Walk the Talk?
This process involves creating essential brand identity assets, such as a brand position and key messaging, and then integrating all these decisions to develop a cohesive brand persona. What is your brand’s tone, style and social voice? And let’s not forget the brand logo and colours.
None of these elements when creating brands should be taken lightly or at face value. In today’s speed of business, and in the world of social communications last only for a nano second. It’s easy not to consider the implications of ‘just doing it’. To take leaps instead of steps, it’s easy to say it’s good enough. I’m here to implore you not to!
By meticulously making each of these decisions, you will ensure that your brand is not just good enough, but exceptional; and that’s how you resonate deeply with your target audience and stand the test of time.
