Marmite

PERSONALISING A BRITISH ICON

To the digital world personalisation is second nature though for traditional food brands it has taken longer.   With breakthroughs in manufacturing and distribution technologies food brands are also able to flex their personalisation muscles. Brands such as Nutella, Heinz, Marmite and Coke have understood that engaging on a personal level with consumers deepens the relationship and ensures long-term loyalty. At the same time it provides an abundance of communication opportunities for getting the brand message across.

http://www.marmite.co.uk

 

 

 

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Free Tea

CROSSING YOUR TEAS

Brand naming can be a fraught business that appropriates foreign languages to provide a veneer of sophistication. This can often lead to hilarious ‘Engrish or Japlish’ brand names targeted at unsuspecting Japanese consumers.

Conversely some names look and sound right, but on further inspection are a source of confusion for English speakers.

The word ‘free’ has several definitions one of which is ‘without charge’ or ‘gratis’. The French telecoms giant Free provides Wi-Fi, which is anything but ‘free’ and a source of bewilderment for the 80 million + tourists visiting France each year.

The brand naming process should involve considerable cultural and semantic research, which will highlight critical ambiguities and issues to save time and potentially huge amounts of money. In both cases ‘Freedom’ would have sufficed to dodge this cultural bullet……….

http://www.bbc.com/news/world-asia-37856205

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Toblerone

SHAPES, SOCIAL MEDIA AND CONSUMER PASSIONS

Never underestimate consumers’ emotional attachment to brands and their willingness to express it through social media. Iconic brands occupy a central place in contemporary culture and are powerful triggers for nostalgia. The Toblerone brand identity is inextricably linked to the idiosyncratic product shape………….. tinker with that at your peril !

http://www.bbc.co.uk/news/uk-37904703

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