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 »
“Design is a funny word. Some people think design means how things look. But of course, if you dig deeper, it’s really how things work.” – Steve Jobs
Steve Jobs was no fan of branding and marketing and is revered as a design hero. But the reality is that he was a supremely successful brand manager, because he was a great designer. In fact, I believe that branding is all about design, and no area of branding highlights this more than sensory branding.
Sensory branding is a relatively new concept, best known through Martin Lindstrom and his book Brand Sense. Although the discipline is so young, even in the last year concepts of cross-modal design and multi-sensory marketing have gained great traction, as the work of Charles Spence and others has shown. Read more »
The world today is overcrowded with businesses and brands vying for out attention, so how can a business gain attention and be remembered? One way is to market through the senses. Brand value is strongly driven by the experience of using the brand – for example, the sensory experience of Unilever Dove is worth over $100 million of the brand’s value according to one research company. Why is sensory marketing such a valuable asset for businesses and brands? Read more »
Successful innovation companies, such as IDEO, have long valued diversity in the workplace, and the creative sparks that fly from the interaction between different personalities and perspectives. And recent research on innovation has showed that a climate of constructive criticism is more beneficial than one of artificial positivity. 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 »