Senior Research Executive
COGS OF INDUSTRY
The battle between Cadbury and Nestlé rages on (Pantone 2685C ring any bells?) – and this time it’s Nestlé who are fighting their corner to protect an iconic brand equity. The chocolate manufacturer has submitted an application to trademark the four-fingered shape of their KitKat bar across Europe – but have been unsuccessful in the UK after the Intellectual Property Office upheld an appeal from Cadbury. With Nestlé vowing to appeal the decision, it seems neither will be having a break anytime soon…
Ant Philips, Creative Strategist at Kerbang suggests brands should appeal to consumers though brand ‘stories’ rather than brand positioning – and explains how a story of ‘self-deprecation’ helped transform the fortunes of Spam, the ham in a can.
This week we have not one, but sixteen examples of inspirational packaging. Each one demonstrates the merits of innovative and creative thinking in pack design – and we simply couldn’t choose our favourite. So take a look at them all, and we’ll let you decide…
As online and mobile technology develops, it’s inevitable that the role of bricks-and-mortar retailers will change – and here’s an example of just that. Kate Spade has partnered with eBay to allow shoppers to order clothes at the touch of an interactive window display. Now, that’s our kind of window shopping!
NAME THAT BRAND…
And once you’ve done that, have a go at the full version of our Name That Brand game here!