Blog >> THE POWER OF BRANDS

11 Nov 08 / 16:11 / Joe Hedges

CATEGORIES: Branding / Design /

THE POWER OF BRANDS

We've been thinking, what makes a brand work today?

I've been wanting to talk about this subject for some time, I've had a few particular brands in mind that I have had the pleasure of reviewing, brands that have changed the market place for good.

One of these is Innocents Drinks. This crazy group of guys and girls took a product that is simple and easy to produce and created a huge change in the market. They essentially did what all good branding companies should do, they looked at what was different and special about their product, and then created a brand that was simple and clear, but was confident enough and brave enough to stand out from the market.

In a nut shell then; a good product, a simple message, a strong and different brand with bags of personality and some fantastic copy writing, oh yes, and some brave decisions.

I actually had a rather bizarre holiday once with Dan Germain and Marcel de Quervain in Cape Town, two of the creatives who are responsible for the end result, nice guys with huge talent.

If anyone has any interesting and new brands that they feel have changed the branding industry, please let me know, I would love to feature others. I intend to add some more in coming weeks.

Oh yes, there's Salty Dog

Another great modern brand in my humble opinion is Salty Dog the crisp brand that is starting to fill pubs, restaurants and shops all over the globe. Somehow they have managed to create a brand that is fun and a little whacky, and like Innocents Drinks, have avoided copying the market and have been brave and smart enough to jump ahead of a very over crowded market, nice one!