Most of us have walked into a bakery and "eaten with our eyes" a cake or pastry displayed in the window. Often, the taste might leave something to be desired, but the appearance won over even the most demanding customers. The same premise applies to marketing.
Suffering from global competition, with products that can be bought from anywhere in the world, product design is gaining an importance it didn't have before. For Rômulo Garcia, a designer at KAKOI Comunicação, unlike before, when "you couldn't judge a book by its cover," now it's the cover itself that sells the book
“We are experiencing a unique moment in brand consumption. Major market players are rethinking their branding to reach this new segment of consumers. Take the case of Jaguar, which sparked both passion and hatred with its decision to abandon the traditional feline logo. There's no going back.”
Rômulo is referring to the decision by the English brand to completely change its branding . The idea is to win over a new audience that doesn't yet know or desire the brand. The decision angered traditional customers, who vowed to sell their cars, but it gained worldwide attention.
Despite the controversy, Rômulo points out that brand updating and branding are completely different things:
“The logo can be updated fairly frequently, without forgetting the brand's purpose and its target audience. When we talk about a branding, we're talking about everything new: brand voice, archetypes, and positioning. It's practically a new company being born,” concludes the designer.
Among the most cited reasons by brands for making the change decision are the new consumption habits of the target audience and online exposure, in which people pay more attention to certain colors than others.
