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Delta and Coke’s brand gesture; clever or creepy?

Delta Airlines and Coke apologise after napkins offend Delta and Coca Cola have canned their inflight match-matching brand gesture after many label it creepy. What was intended a bold and fun has potentially caused brand damage. Far from inspiring hook-ups, it has potentially also fractured…

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The meaning and origin of famous brand names

The story behind the names of some of the world’s biggest brands. If you’ve ever tried to create a name for a company or product, you will realise how hard it can be. You need a solid brand strategy and robust naming criteria. You’ll also…

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What will peak sugar mean for food brands?

It was interesting last week to see Coca-Cola get some local blowback from Woolworths on their new No Sugar Coke. Coke, a cornerstone in most supermarkets has been attacked over the years from many angles: constantly by perennial #2 Pepsi with the taste challenge; for…

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Coca Cola ‘one brand’ architecture comes to Australia

Multinational soft drink giant introduces its new brand architecture strategy to Australia. After decades of establishing more niche brands, Coca Cola has shifted back to what they call the ‘one brand’ design. Essentially, they are now refocusing on creating a stronger master brand, with more…

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Sugar the tobacco for big food brands

Big food’s short term thinking on sugar Every day there seems to be more and more information surfacing about the activities of major food brands in response to the obesity epidemic the western world is facing. There’s little doubt they’re using their financial muscle and…

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