On October 6th 2010, Gap introduced a new logo designed to make the brand more contemporary, reducing the prominence of the iconic blue box associated with the brand. On October 12th 2010 after less than one week the original logo design returned.
A larger sales (and PR) disaster befell Pepsi in 2009 when they rebranded Tropicana Pure Premium. In the words of a company statement, the new pack was “designed to reinforce the brand and product attributes, rejuvenate the category and help consumers rediscover the health benefits they get from drinking America’s iconic orange-juice brand”. Between 1 January and 22 February, when Pepsi brought back the original design, sales dropped around 20% costing the company tens of millions of dollars. Read more »
Story is about eternal, universal forms” - Robert McKee
What can brands and marketers learn from myths and fairy tales?
Many writers have described the role of archetypes in storytelling. Aristotle, arguably the first literary critic, described the structure of comedy and tragedy, and remains a great source for understanding how story works. In Seven Basic Plots, Christopher Booker described seven templates for telling great (brand) stories. Read more »
“Products are created in the factory; brands are created in the mind” - Alina Wheeler
Brand design often focuses on visual elements of brands, especially logos, but names are also very important and often the first (priming) contact that a customer may have with a brand. Names are loaded with meaning, which can shape how a brand is perceived. Marcel Danesi’s short and readable introduction to brands traces the origins of branding and discusses how giving names to objects creates meaning for customers.
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The truth about brand research
“Always within an arm’s reach of desire.” - Robert Woodruff (former chairman of Coca-Cola)
Let me give away the punch line of this article in my first line: the secret of great marketing is to make your brand easy to buy. Making brands easy to buy means building mental availability (through building salient mental connections) and physical availability (breadth and depth of distribution). Sadly, many marketers and almost all researchers operate under false assumptions about how marketing and advertising work, and make the following mistakes: Read more »