It’s curious that two of the most powerful colors are also the most basic. They were out in force at the Fancy Food Show at the Javitz Center in New York this past summer. Here’s a review of artisanal products making good use of them to communicate key brand messages. “The Black & White of Artisanal Brand Identity”Read More
A while back, Nigel Hollis, Chief Global Analyst at Millward Brown, published an interesting post on brand copycatting in China. (Copycat manufacturers are known there as “Shanzai.”) He presented a discussion about the cultural orientation favoring such products in China, and made some interesting observations about the meaning of brands.
“Copycat Branding: The American Precedent”
Gourmet may survive the death of its original medium, the magazine. Polaroid, on the other hand, is inseparable from the form that gave it life.
“A Corollary to McLuhan: The Medium Is Not Necessarily the Brand”
There are many forms of branding, but the most powerful is generally considered to be visual. People respond to visual cues more rapidly and more intensely than to verbal cues. A terrific example arrived in my mailbox this week: the current issue of National Geographic magazine.Read More
In an eye opening lawsuit filed Tuesday by online entrepreneur Kevin Alderman against Linden Lab, operators of the virtual reality website Second Life, Alderman claims the defendant is allowing other virtual marketers to knock off his firm’s virtual products and infringe upon his intellectual property rights.Read More
I read about P&G’s introduction of Tide Basic with surprise and disappointment. To me it’s a tactical move that will increase short term profit, even as it erodes brand equity.Read More
Three disparate articles from the business section of the Miami Herald caught my attention today. Not for their actual content, but for the statement they make, collectively, about the state of brands, and the meaning of branding today.Read More
Supermarket News reports in its June 22 issue that Hispanics in Spanish-dominant households are less likely to buy private label products than Hispanics in English-dominant households. This comes from a study commissioned by FMI (Food Marketing Institute) and sponsored by Marketing Management Inc.Read More
I am a big fan of Publix supermarket’s store name private label brand. Ever since I first saw it some five years ago, I saw elegance in its simplicity; I appreciated its ease of application across product categories; I loved the way its designers were able to vary its color schemes, avoiding the monotony to which some private label designs hew in the name of consistency; and perhaps best of all, I found the humorous illustrations a welcome and human touch that drew my attention to package after package.Read More
A duo of independently written articles seemed to pose and then suggest an answer to a question that’s been on a lot of peoples minds. First, in MediaPost’s Engage Boomers Blog, a June 22 post entitled Maybe Peter Pan Should Move to Madison Avenue, FiveO Creative Director Brent Bouchez noted that “by 2010, 50% of all consumer spending in America will be by people over the age of 50.” But he noted that marketing budgets are 90% allocated toward reaching the 18-34 demographic, today’s advertising “sweet spot.” There’s lots of other fun backup data here, but that’s the main point, and he notes that “the majority of consumers over 50 feels that advertising and marketing either portrays them negatively or ignores them altogether.” Point taken.Read More
MediaPost reported in its Engage: Teens newsletter today that while teens show a genuine interest in the environment, “when it comes to brand involvement in green issues, however, they have a nuanced view.” The study reports that 67% of teens want to make a difference in this area. But teens 13-17 would choose a less expensive, non-green brand over one that costs more but is not as eco-friendly, while those 18-29 would “pay more for a product if they knew some of their investment was going towards an environmental cause.”Read More
Noah Brier, author of a very interesting and diverse blog, has created a very cool visualization tool at brandtags.net. If you’re into branding, you’ll be into this. Users can view a sort of “word cloud” containing dozens or hundreds of words submitted one at a time by other users in response to views of randomly displayed logos. The larger words in the cloud are those that were used more commonly.Read More