May 15th, 2009
What’s the difference between these two products?
Positioning.
Breyers has used all-natural ingredients for years. Their customers have taken this fact for granted as being a part of the brand identity. It’s not special anymore.
Häagen-Dazs chose to highlight this fact and market this benefit as a new luxury product.
The way they’ve ensured that their new Five product line will not cannibalize their bottom line is by this: limiting the ingredients to just FIVE ingredients. There are four essential ingredients that you must have to create ice cream. The fifth is for flavoring.
People understand that in order for them to have ‘crazy crap and the kitchen sink’ ice cream there must be more than one flavor. By limiting the scope of this new product Häagen-Dazs tells us that it’s limited and therefore special. The packaging gives off an air of luxuriousness and exclusivity by looking sparse, modern and white with minimal ornamentation. In an age of more, less truly is more.
Breyers’ step up? Take what’s already ‘All Natural’ and make it ‘Organic’:
Tags: all natural ice cream, benefit, bottom line, brand, brand identity, branding, breyers, crazy crap, essential ingredients, exclusivity, Häagen-Dazs, ice cream, ice cream brands, kitchen sink, limited, luxury product, marketing, natural ingredients, organic ice cream, organization, ornamentation, productivity, scope
Posted in business, featured | 3 Comments »
April 22nd, 2009
© dbking
Is your brand outstanding or just standing out in the cold?
A business’ full visual identity is what sets it apart from its competitors. With a landscape full of copycats, fakes and mundane bussinessmen, it’s your duty as an exceptional entrepreneur to set yourself apart from the rest. Getting an amazing business card is only one part of the equation. Receiving multiple business cards from different people at the same company is when you realize a brand is truly special. Here’s why your brand is sucking at making a lasting impression.
Read the rest of this entry »
Tags: blog, brand, brand identity, branding, business, business card, business cards, card portfolio, clever design, cohesion, collectibles, colors, communicating, communication, communications, competitor, copycats, core values, design, designers, differential, digital space, entrepreneur, excitement, fakes, feelings, fight club, gift recipients, gimmick, grouping, lasting impression, marketing, media, organic matter, organization, productivity, science, social media, twitter, unique snowflake, update, Value, visual identities, visual identity, visual translation, visuals, words
Posted in branding, featured | 7 Comments »
March 18th, 2009
What’s in a name? A rose by any other name will smell just as sweet?
? NBC Universal
That’s what the brand SciFi is counting on when they switch to their new name SyFy in July. Will this switch truly be beneficial to a channel built on fantastical programming or will they alienate their core base? Read the rest of this entry »
Tags: brand identity, branding, communications, core values, design, logo design, logo redesign, pepsi, sanserif, scifi, serif, syfy, tropicana, visual identity
Posted in branding, business, featured | 3 Comments »
