Using Sound to Build Your Brand

Apr 27 2017 Published by Neil Gains under sensory branding

Audio Branding: Using sounds to build your brand is a great read for anyone interested in building stronger connections with their customers, especially if they have an ear for music. Full disclosure, the book includes a short piece by myself placing sound in the broader context of sensory branding and the different touch points that can reach your customers. Read more »

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Mind the Gap: Why Great Brands grow their Way to Success

Dec 09 2014 Published by Neil Gains under branding

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 »

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The Perils of Packaging Redesign

Aug 27 2014 Published by Neil Gains under sensory branding

I recently wrote an article for Singapore Institute of Management on the perils of changing branding, citing examples such as the GAP logo change and Pepsi’s disastrous reducing of the Tropicana packaging (which cost them millions of dollars). It seems that brand and marketing managers never learn the lessons of the Tropicana disaster (which I discuss in more detail in Brand esSense) and still love to tinker with brands, moving strategies, changing logos and ‘updating’ or ‘modernising’ their packaging.

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The Meaning of Brand Names

Aug 12 2013 Published by Neil Gains under branding

“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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