To stay afloat during this tough economic period, companies must change with the times; this sometimes includes a new logo or even a whole new brand identi
Benson Leng's insight:
One of the crucial skills in marketing is to be able to create an emotional response with a consumer. A brand that cannot evoke emotional responses with their consumer market cannot become a brand that the consumer will continually go back to. Consumers who can positively relate themselves to a brand are more inclined to make a purchase. In this article, it talks about how over time brands and logos have to change to keep up with consumer trends and this can be as small as a logo change or a complete revamp of the brand and what it means. Things like shape, colour and slogans are able to evoke emotions with a consumer whether it be subconscious or conscious and if a connection can be established, then a brand is able to form some sort of relationship with the consumer that will allow them to market to more effectively
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