The big, successful brands of the future will be the preserve of the brave client.
You can always count on blockbuster films to be home to a veritable smorgasbord of branded tie-ins. Yet from the Audi advert that is Iron Man 3 to The Man of Steel keeping his chiselled jaw smooth with Gillette, it seems that brands always overlook the bad guys.
In 1963, Pepsi-Cola kicked off a TV, radio, print and billboard campaign that made advertising history. Pepsi showed young people motorcycling, skiing, surfboarding, flirting.
‘Yesterday, all my troubles seemed so far away.’ The lyrics from the Beatles track start to explain the emotion that’s driving our thirst for revivalist brands.
There’s a curious movement happening in brand design at the moment. When it comes to logos, the traditional logic has always been ‘bigger is better’; bigger is louder, more branded, better advertising.
These days, a trip down the beer aisle can be a bit overwhelming—with mainstream and craft brewers vying for consumer attention in an increasingly crowded space. At the same time, consumers are demanding distinctive package design and true innovation. The question is whether designers are listening?
Historically brands were created to act as business tools with a view to developing sustainable competitive advantage and future profitability. The financial and accounting communities acknowledge the value of brand as expressed as intangibles, rather good will, on corporate financials.