Posts tagged as:

branding

What Vegemite can learn from Ford

30 September, 2009

Vegemite’s decision to name its new variant ‘iSnack 2.0′ has stimulated a lot of debate on Twitter and Australian marketing blogs in recent days, culminating in Kraft’s decision to axe the name just four days after it was unveiled.

‘iSnack’ bombed because the name has no relevance to the product, coming across as an opportunistic attempt to jump on the Apple / web 2.0 bandwaggon.

One company that has a better record in this area is Ford…

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Breathtakingly pretentious? Pepsi rebrand document

31 March, 2009

I hesitated about featuring this as I thought everyone had already seen it. However, apparently that’s still not the case and this is a must-read for anyone involved in marketing or brand strategy.

There’s a great PDF doing the rounds which purports to be the Arnell Group’s strategy doc for the much-derided new Pepsi logo.

You get a hint of what’s to come from the bombastic title: “Breathtaking Design Strategy”, with namechecks ranging from the Mona Lisa to the theory of relativity…

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