Every fifth ad uses a celebrity, it’s a fairly common strategy to strengthen your brand and increase awareness. If you were to ask our advice as brand analysts, we in the research industry would probably say in unison – stay away from celebrities in advertising! It is interesting to reflect on why something so common […]

Novus has invited Art Director Pontus Willebrand, who shares his thoughts on branding, design expression and graphic identity, among other things. “A brand that is unique and instantly recognizable has a greater chance of sticking with consumers and being remembered.” A design expression or graphic identity is basically a tool to increase sales, membership or […]

Novus has the privilege of working together with many trade unions and employers’ organizations and a common challenge for many is how to reach and attract young people from different perspectives. The challenges differ depending on the union and profession, but there is a clear focus today on exploring how to successfully attract young people […]

In an interview with Mimmi Gibson, Business Strategist for Attractiveness and Marketing and Brand Manager for Region Gotland, we get an insight into her work in shaping Gotland as an attractive destination. Where her main mission is to increase Gotland’s fiscal power by attracting more residents to the island – and our conversation highlights her passion […]

The debate about the appropriateness of public organizations (such as municipalities, authorities or other administrative bodies) increasingly engaging in branding work flares up at regular intervals. Now most recently in relation to the issue of the growing number of communicators within Swedish administration. Branding has historically been associated with the private sector, and with attempts […]