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
Will Costello's insight:
This article articulates an importance of changing a brand to adapt to new times in order to keep relevant in the market and with consumers. The article identifies many well-known brands that have redesigned their logos and they brand identity to gain a constructive response from consumers. Firstly they identify Pepsi, who have changed their brand countless times leading towards simplicity. This has helped Pepsi with their color association, as the product removes the jargon and concentrates more on exploiting the red, white and blue. This is an extremely valuable strategy for Pepsi as a brand, as consumers draw an emotional response being able to easily associate these colors with the brand. The article identifies many different brands that have had simple but effective changes such as Pepsi. Something as small as simplicity can have give the brand a major advantage and help it adapt in the eye of the consumer, triggering a positive response in the market.
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