Candy & Snack TODAY’s Post

🤔 Is brand pragmatism more effective than bravery? What does pragmatism have to do with Vinted?  👉🏻 Listen to Emma Sullivan’s presentation at Baltic Brand Forum and get some fresh ideas on how to be pragmatic and maybe also brave.

Best Global Brands 2023 is launching tomorrow! We’re only hours away from sharing this year’s top 100 brands, exploring Across Arenas: How Iconic Brands Lead.   Preregister below to be among the first to receive the report ↓ https://lnkd.in/eXzwF3vs   #BGB2023 #BestGlobalBrands2023 #InterbrandBestGlobalBrands2023

In the rapidly globalising world, every brand aspiring to conquer the summit has a fundamental goal in mind: brand consistency. So, what paths should brands take to attain global consistency, harmony, and recognition? Read more: https://l24.im/RjVl

Learn how the top-scoring brands on taste use psychology to set consumer expectations: Absolut utilizes Blue; the hall-of-fame “Absolut Perfection” campaign communicated how Absolut is almost scientifically perfect in taste. Johnnie Walker utilizes Purple, promoting taste as a luxury ‘a masterful blend that is one of life’s true icons.’ Oreo utilizes Yellow; their launch of bold limited-time flavors has maintained excitement and spectacle for a 113-year-old brand. Find out more here: https://lnkd.in/grJEsVbp

Learn how the top-scoring brands on taste use psychology to set consumer expectations: Absolut utilizes Blue; the hall-of-fame “Absolut Perfection” campaign communicated how Absolut is almost scientifically perfect in taste. Johnnie Walker utilizes Purple, promoting taste as a luxury ‘a masterful blend that is one of life’s true icons.’ Oreo utilizes Yellow; their launch of bold limited-time flavors has maintained excitement and spectacle for a 113-year-old brand. Find out more here: https://lnkd.in/eQMf-zha

Learn how the top-scoring brands on taste use psychology to set consumer expectations: Absolut utilizes Blue; the hall-of-fame “Absolut Perfection” campaign communicated how Absolut is almost scientifically perfect in taste. Johnnie Walker utilizes Purple, promoting taste as a luxury ‘a masterful blend that is one of life’s true icons.’ Oreo utilizes Yellow; their launch of bold limited-time flavors has maintained excitement and spectacle for a 113-year-old brand. Find out more here: https://lnkd.in/gXKkxCtv

Brand Principle: If it ain’t broke, don’t fix it. Remember “New Coke?” In 1985, Coca-Cola introduced a new formula called New Coke, in an effort to compete with Pepsi. It discontinued its original Coke formula. The change led to a public outcry and backlash from loyal customers who preferred the original taste. Coca-Cola quickly reverted to the original formula, rebranding it as "Coca-Cola Classic." It’s one of the biggest missteps in marketing history. It was expensive. And embarrassing. And completely unnecessary. Dance with the one that brought you. Don’t chase the competition. Be yourself. Be different. Be consistent. If your brand is working, please don’t tinker with it. Because brands are mercurial things. And customers are fickle. If your brand needs to find or re-find its direction, I know a firm that can help. *** Learn more about our strategic brand consultancy: https://lnkd.in/eFdmfGe

The 2023 Best Global Brands report is out. Each year, Interbrand looks at over 100,000 data points to arrive at the rankings of the 100 most valuable brands. In 2023, the cumulative value grew by 5.7%—compared to 16% growth in 2022. Visit the link below to find out which brands are shrinking or growing in value.

As your brand matures, does the global brand plan still hold its effectiveness? Uncover the nuances of late-lifecycle management in our insightful article. Explore the shift towards local adaptability for sustained relevance. Click here to read more: https://lnkd.in/es3jE84w

👀 📰 In our latest article, Eliza Kowal-Bourgonjon, our brand strategist, looks at Interbrand's Best Global Brands Report 2023, an esteemed publication that showcases the most high-value brands worldwide. Eliza carefully selected three highlights from the report and shared her own unique perspective and ideas on these topics. 🔗 Read the full article here and gain a fresh perspective:  https://lnkd.in/djT2jipN 🔗 You can find the link to the full Interbrands' brand rapport in the article #SKINN #interbrand #brandinsights #globalbrands #brandingtrends #freshperspectives