So another smiley logo. Reminds me of Pepsi's new one. Latching onto the spirit of home and change. But the election is over. The economy is down. The optimism of November 2008 seems to be winding down. Is this the best time for such a do-over? During a recession don't people want to be reminded of stability and a better time? Might not be the best time to switch things up.
They aren't changing the logo on package or on the consumer site - just in official communications and on the corporate site (http://www.kraftfoodscompany.com/), so that's consistent with what I said above about providing the consumer with some sense of stability.
I remember an ep of the Cosby Show where Theo suggested the soup company, which tried to rebrand itself, reminded them of the way the world was (recession-like, as it is today) and that instead of a tagline like 'more than soup', they should use something like 'still about soup.' or something to that effect. it made sense. Kraft seems to be jumping on the bandwagon and by not changing anything on the consumer end, it might make sense as a transitionary move.
http://adage.com/article?article_id=134664
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