Coca-Cola's new identity by JKR proves that sometimes the smartest rebrand is barely a rebrand at all — BP&O - Branding, Packaging and Opinion

Rebrand — Stellar visual identity inspiration

Rebrand is a collection of the best new design systems, visual identity introductions and rebrand videos. We curate breathtaking videos that capture new brand identities.

Starbucks says its boba-inspired drinks are selling so well that they're running out and have to pull back on marketing

Sales of Starbucks' boba-inspired "popping pearls" drinks have been "significantly ahead" of the company's expectations, its CEO told investors.

THE BRAND GAP — MARTY NEUMEIER

How to bridge the distance between business strategy and design

There Are Actually Just Three Ways To Grow

Most brands obsess over distribution when the real growth comes from moves marketers can’t make alone

Brand Archive

Super-power your brand research with Brand Archive. Discover logos, art direction and fonts from hundreds of brands past and present.

Pierre - Building a Brand

About building Pierre's brand

Brands using AI-generated influencers to promote products on social media

Investigation finds AI content that purports to show genuine customers, prompting calls for greater transparency

The role of storytelling in the creation of brand love: the PANDORA case

The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. In this case, we ...

Design: A powerful but neglected marketing tool

Design is a potent marketing tool that can be used to gain competitive distinctiveness and provide consumer satisfaction. But with few exceptions, most companies neglect or mismanage design as a marketing tool. The authors describe what constitutes good design; how companies can employ design to enhance their products, environments, communications, and corporate identity; and how companies can improve the working relationship between designers and marketing people. The article includes two audit instruments which companies can use for measuring company design sensitivity and design management effectiveness. Design (Entwurf und Gestaltung von Produkten) ist ein wirksames Marketinginstrument im Rahmen der Konkurrenzstrategie und zur Erhöhung der Konsumentenzufriedenheit. Mit einigen Ausnahmen jedoch vernachlässigen die meisten Unternehmungen das Design als Marketinginstrument oder setzen es schlecht ein. Die Autoren beschreiben, wodurch sich ein gutes Design auszeichnet, wie Unternehmungen das Design zur Aufwertung und Verbesserung ihrer Produkte, zur Abgrenzung in ihrer Umwelt und in ihrer Kommunikationspolitik und im Bereiche der Corporate Identity einsetzen können. Ferner zeigen die Autoren, wie die Unternehmungen die Zusammenarbeit zwischen den Produktgestaltern (designers) und den Marketingspezialisten verbessern können. Der Beitrag zeigt zwei Kontrollinstrumente für die Unternehmung zur Abschätzung der Design-Empfindlichkeit von Unternehmungen und zur Messung der Effizienz des DesignManagements (Handhabung der Produktgestaltung).

Restoring Consumer Sovereignty: How Markets Manipulate Us and What the Law Can Do About It

Abstract. For decades, there has been broad consensus within antitrust, intellectual property, and consumer law scholarship that consumers make decisions i