Branding Recall

I found this very interesting after I analyzed the new Tropicana label a few weeks ago. They decided to pull the new design and go back to their roots with the orange/straw image, but they will be keeping the "squeeze" orange-shaped cap. The defense from Arnell is priceless, I agree the cap has an "ergonomic" appeal to it. This is the first "recall" I can think of by a brand.

http://adage.com/video/article?article_id=134889

Self-Branding

Today, the art of branding yourself is more important the product you are trying to sell. Once you are able to find a job, there is always the possibility that you can be laid off the next day. Luckily there are several bloggers jumping to the rescue of the rapidly growing unemployed to teach us how to stand out from the crowd.

http://mashable.com/2009/02/05/personal-branding-101/
This article about personal branding shows the marketing steps you can make to help create your own brand, no longer just for the celebrities. Its amazing how similar it seems to a regular marketing campaign: research your passions & strengths, find a niche market that fits these strengths, creating your Personal Branding Toolkit including business card, resume/cover letter/references, portfolio, blog/website, LinkedIn profile, Facebook profile, Twitter profile, video resume, wardrobe (yes! an excuse for that new coat), and even your email address! An awesome step-by-step process to taking your professional career to the next level.

http://www.quicksprout.com/2008/09/20/creative-business-cards-that-make-you-look-twice/
These are fun and creative business cards that I promise will set you apart from the crowd. Mine would be similar to the Diesel Design organization-based cards, but perhaps more colorful. Just reading these have convinced me to jump on the bandwagon... I'm already part way there!

For the Love of Snapple!

Hooray for Snapple! As a health-freak, I rejoice that Snapple has switched from high-fructose corn syrup to REAL sugar. What a concept! The bottles have also been redesigned to fit into your cup holder (a necessary update) and the label refreshed to focus on the "All Natural" ingredients. Snapple has always been a favorite brand of mine, but I have pulled back buying it since my junior high years when it was readily available. I will still buy it whenever it is offered, now I may go out of my way to buy it.

http://cityroom.blogs.nytimes.com/2009/02/19/reading-the-tea-leaves-snapple-refreshes-itself/

Pepsi Reloaded

When I first saw the reveal of the new Pepsi logo, I, along with a few editorial opinions from AdAge, was unimpressed with the $1 million revamp. My main beef with it was the way it was presented, jumping on the "change" bandwagon, and the money put towards a new logo seemed unjustified in a tight economy. Nevertheless, I was intrigued and have kept researching the buzz behind the design. Then I found this article, and was blown away.

http://adverlab.blogspot.com/2009/02/science-behind-new-pepsi-logo.html

The PDF takes you to a document explaining the science behind the design. Check out the YouTube video as well for an entertaining overview of Pepsi's logo history. I didn't realize there was a different design for each version (diet, MAX, etc.) until I read this. The claim that the logo pulls the customer down the aisle to the product may be bogus, or a very clever form of package design. It shows that Product is an essential part of the marketing mix, severely impacting the way people perceive a product during promotions and while making a purchase decision. This marketing campaign has certainly put Pepsi at the top of people's evoked set for soda, but will it change consumer's attitude toward Pepsi as a whole? It may change Pepsi's market position in terms of innovation and freshness, but they cannot help a preference of taste that most consumers have towards Coca-Cola or another soda product. Either way, Pepsi, consider this my round of applause. 

Practical packaging?

I am constantly intrigued whenever I walk past this endcap display in the supermarket for organic and specialty items. This week Pom juice was placed on this display in a package that practically sells itself. It is safe to say that the marketer did their research on the target market to determine what type of packaging would be appealing to the consumer. As a woman who would be drawn to a product like this, I find the packaging appealing, yet am baffled by the practicality of it. The juice is highly priced, yet the design doesn't allow for maximum capacity of the product. Yet the important aspect of Product (from the 4 P's) is what sells this item. I certainly have been tempted to buy it on multiple occasions, if my boyfriend would let me.