brandXpress blog

  I mentioned here the much discussed Pepsi Rebranding. Fast Company revealed a leaked pdf that outlines the thinking behind the controversial new Pepsi logo. If with this the designer team is trying to get excuses for their results and 5 months of working or the million dollar invoice, then they should listen to what [...]

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You might consider me very late on this, and in a way I probably am. I usually not giving bad comments on brands and logos, but this time, almost a year later, I couldn’t stop myself doing it. I tyried to watch a show on Animal Planet last night. Well I pretty much couldn’t… or better say I didn’t enjoy it. I was totally and definitely annoyed by their new (well, already old logo).

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It’s not the firs nor the last of big brands that seems to think that their slumping sales will recover by slight changes in their branding. I’m not sure that this is the right answer or just an effort in the wrong direction at not the right time. The new logo is Pepsi’s 11th in its 110-year history. Five logos have been introduced in the past 21 years, with the last update in 2002.

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Gap, the company that helped make khaki beige a fashion statement, is to review its Gap and Old Navy brands after the retailer revealed disappointing sales in December and expected increased pressure in January.Total sales for December were down by 10% on results posted two years ago, at $2.34bn. The company has been in the middle of a two-year rebranding operation but has admitted it has failed and will review its strategy at the two divisions.

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Maslow and Branding: Esteem So yes, this really is all about ego. We don’t like to admit that we need our ego stroked, that we want to be recognized and feel important. But hey, it’s a fact AND it’s a huge motivator for purchase (like L’Oreal’s tag line: “It’s more expensive, but I’m worth it.”) [...]

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Visa today unveiled its first new branding direction in 20 years, according to Suzanne Lyons, its executive vice president and chief marketing officer. The tagline, ending the decades-long reign of “It’s everywhere you want to be,” is “Life takes Visa,” Lyons said. Although the tagline was used in the last couple of years in English-language [...]

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In an attempt to re-brand itself, Intel released a new logo and images to go along with the badges for each individual line of processors, the original Intel logo with its recognizable lowered “e” will be replaced with one featuring an oval swirl around the company’s name. Along with the logo change the famous “Intel [...]

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