COKE REBRANDS FOR RAMADAN
In honor of Ramadan, Coca-Cola is removing its iconic logo from cans in Middle Eastern countries. The logo will be replaced with the words, “Labels are for cans, not people” as a way of promoting tolerance. The interesting part of the campaign is that even without the logo, the cans are clearly recognizable as Coca-Cola. So as Coke aims to send a powerful message about creating a world without labels, its also demonstrating just how much brand equity its own label has whether visible or not. Read More
LOGITECH LOSES THE TECH, HOPES TO GAIN THE COOL
Logitech, the brand known for sophisticated tech accessories, is changing its name to simply Logi. With this rebrand comes a change in brand persona and a shift from a staid reputation to a colorful new brand identity. To achieve this, Logitech is placing a greater emphasis on design and has hired its first chief design officer. It’s a good move for the maker of peripherals as it attempts to differentiate itself in a sea of commodities. Read MoreSUBWAY DITCHES JARED OVER PORN ALLEGATIONS
I’ll never look at a Subway sandwich the same way again. This week allegations emerged that Subway’s longtime spokesperson, Jared Fogle, is under investigation for involvement with child porn. On Tuesday federal agents raided the most famous dieter of all time’s home and seized several computers. Although Jared is not under arrest and its unclear if he or the ex-director of his Jared Foundation is the real focus of the investigation, Subway has still chosen to part ways with its poster boy of over a decade. Subway and Jared had a good thing going but these are the risks you take when you tie your brand to a spokesperson. Read More
STARBUCKS RAISES ITS PRICES – BECAUSE IT CAN
Starbucks announced that it’s raising the prices of its drinks by up to 20 cents. Starbucks points to rising expenses as the reason for the price shift both this year and last year. Although its just a few cents, what, if any, effect will this have on its caffeine-dependent customer base? Probably next to nothing. Starbucks uses value based pricing and bases increases on what customers are willing to pay. It knows how to maximize profit without alienating consumers. As the brand tries to bolster its food business, there won’t be any price increases to food items for now. Read More
NETFLIX VENTURES INTO ORIGINAL FILMS
Netflix has a higher risk tolerance than most brands; it’s not afraid to venture into uncharted territory and is willing to pivot when things don’t work out as planned (Remember Qwickster anyone?). And now the brand that brought us original programming via streaming services is venturing into original films. If it were any other brand most would be skeptical, but given Netflix’s success with House of Cards and Orange is the New Black, excited anticipation abounds. This week Netflix announced premiere dates for the first four of its upcoming original films. First up will be “Beasts of No Nation” premiering on Oct 16. Based on the novel by Nigerian author Uzodinma Iweala and starring Idris Elba, “Beasts” is the story of a child soldier and the warlord who takes him under his wing. Read More