Paul Cowley, creative director North America, pi global (www.piglobal.com), has had a career in brand design working with leading FMCG agencies for over 20 years. His experience encompasses NPD, brand repositioning and redesign, naming, brand stretch/development and structural innovation. Clients he has worked with range from classic British brands such as Colman’s of Norwich, Hovis bread, Jordans cereals, Thorntons chocolates, Penhaligon’s and Scottish Courage Breweries, to wider market players Vroom & Dreesmann (Holland), Disney (Europe) and Arjo Wiggins (pan-European). Paul joined pi global in 2008 as a member of the senior design team and has been instrumental in the design across its Anheuser-Busch InBev, Unilever, Pfizer and Kraft Foods accounts.
Today, we see more and more brands resorting to tactical branding solutions to drive consumer interest and, ultimately, sales. It begs the question: Is this a healthy long-term strategy?
