The power of brand properties
David TaylorBrandgym
In the increasingly cluttered world in which we negotiate our shopping, the logos, colours and designs of familiar brands act as welcome signposts through the chaos of the modern supermarket. This article argues that the properties a brand has built up over years are precious assets and changing them can be very risky.
The importance of brand properties, such as logos, slogans and colours, was vividly illustrated in a recent global survey we did with marketing directors from different sectors and countries1. A whopping 83% of respondents said such properties...