Word: brandings
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...true that people look down on Pitchfork users? Sure, and I would agree with you that those are the real snobs you and I know and love to hate. I would contend, however, that their argument differs from my own, and it is their brand of snobbery that makes me wonder about “indie” music in general. What the hell is it, and why do we care? Give me the damn Goo Goo Dolls again, they don’t pretend to be anything but cheesy...
...contoured grooves of the classic green-glass bottle. Each model also features a "night mode" and can glow in the dark. Instead of using standard labels, the company printed graphics directly on the aluminum. "For the first time, the bottle could be reshaped," says Peter Schelstraete, global brand manager, who credits Apple with demonstrating that consumers reward radically creative design innovation...
...prepare for the M5 project, Coke's global brand manager from Mexico, Eugenio Mendez, traveled the world to see what kids are drinking and what styles and products they favor. Meanwhile, senior vice president Marc Mathieu put together a secret marketing playbook called The Manifesto, highlighting Coke's pop-cultural branding history--from the famous Santa series to its man-on-the-moon ads. Hoping for a more modern hit, the company sought out hot design firms to deliver a new image...
...some industry experts, Coke's innovative project may be missing the point. Diet brands, for instance, are the fastest-growing soda segment. Coke has seven low-calorie versions of its cola, ranging from Caffeine-Free Diet Coke to Diet Coke with Lime; diet drinks make up 29% of the soda market, according to Beverage Digest. Pepsi earlier this year announced that Diet Pepsi would become its flagship brand, a tectonic shift. "Cola is the fastest-declining category, and for Coke to succeed, they need a new blueprint," says Phil Lempert, food-industry analyst and author of The Lempert Report...
...healthier sodas. Like the M5 Coke bottles, Tab Energy's containers will feature a novel design (slender and pink), as will the new Von Dutch energy drink (camouflage cans). "When thirsty people go into a store looking for something to drink, the package sells the product. It's a brand's last chance to sell itself," says Hemphill. It's an acknowledgement that in the vastly overcrowded beverage aisle, every advantage counts...