Emma Ralphs is a strategist and copywriter at Butterfly Cannon, an independent, award-winning, sustainably-focused brand design agency, headquartered in London, specializing in aspirational brands across the world. Emma wrote an article, “From Tacky to Trendsetting: How to Create Covetable Brand Merch,” based on her research experience and work done for the exceptional Johnnie Walker merch campaign. 

0:00 - Intro
0:08 - Tacky to Trendsetting
1:43 - What brands get wrong with Merch
2:57 - Brands doing merch well
4:44 - Gen Z embracing merch
6:57 - Inclusivity and exclusivity in merch creation
7:59 - Brands should be playful and collaborate wisely
9:36 - Johnnie Walker merch project
13:04 - The campaign
16:20 - Butterfly Cannon
18:19 - Packaging design
20:09 - Where Emma finds inspiration
21:22 - Book, movie or podcast recommendations
22:38 - Emma’s takeaway

READ THE ARTICLE HERE:
https://community.commonsku.com/blog/...

LISTEN TO MORE EPISODES HERE:
Spotify: https://open.spotify.com/show/7rPjRjv...
Apple Podcast: https://podcasts.apple.com/us/podcast...

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