But Does It Work: Sweating the small stuff
Inspired by a simple packaging innovation for a new coffee brand, Andy Rice (@ricecommaandy) reflects on the disproportionate impact of small things on people’s perceptions of brands. Often it’s gizmos in packaging vs a carefully crafted brand image — but which works best?
Expect examples from Subaru, Tesla and Virgin Atlantic, to name a few. Most of all, let this serve as a reminder to brand owners that the things that people remember about their brands are not always the things that they planned, or indeed have control of!
Catch ad and branding critic Andy Rice (@ricecommaandy) on the #ButDoesItWork feature on 702 (@Radio702) and Cape Talk (@CapeTalk). Every week on The Money Show on a Tuesday evening just after 7pm, he unpacks the tricks of the advertising and brand communications world, SOME of which work but MANY of which don’t! Produced by Primedia Broadcasting’s Gary Oberholzer (@goberholzer). For more, go to Facebook.
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