Category Archives: Branding

A little bit less of prestige, a little bit more of customers?

Crisis, austerity, declining purchasing power… what if brands also had to adapt themselves to this new context by offering less prestigious products? The question of brand downward extension is particularly relevant nowadays for the attraction of new customers. Peugeot 301, … Continue reading

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Do too many labels kill labels?

You’ve probably asked yourself this question at least once: “But why are there so many labels and brand logos on this bag of grated Italian cheese or on this bottle of milk?” It is rare today that only one brand … Continue reading

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Back to the future: when brands use the past for future profits.

Consumers and brands…at a crossroad When Lacoste presents the edging attached to its clothing as an allusion to its tennis heritage, or when Samsung claims to create an emotional connection with its consumers by emphasising on its heritage, these two … Continue reading

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Goodbye my dear castle…or how to innovate with wine bottle design

  Do you know Badoit Rouge or Vittel water bottle with a red cap? What a color for just a mineral water! Isn’t it? Yet, these two products represent a real success of two brand strategies aimed at standing out … Continue reading

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