Instagram has introduced a “new look”, with a redesign of its logo created in a bid to unify its family of apps (including Boomerang and Layout) into a “simpler, more consistent” design.
The Premier League has revamped its brand and visual identity in a bid to shed its corporate image and focus on the people behind the sport instead, as well as create a more attractive proposition to sell to sponsors.
Despite being ridiculed, Coca-Cola has made the right branding move by using its red circle logo as a visual code on the cans of all its product variants, but with fizzy drinks declining it’s no more than delaying the inevitable.
Having earned itself a reputation as a chocolate bar people either bought at the airport or discount shops, Covid gave Toblerone the punch it needed to reposition and relaunch the brand.
Marketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
The outgoing group brand and reputation director explains why it’s crucial for marketers to avoid the “pet projects” of senior leaders and keep their eyes on the prize.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here