Most of us have been to a bakery and "ate with our eyes" a cake or a treat displayed in the showcase. Often, the flavor was even lacking, but the appearance captivated even the most demanding customers. The premise also works with marketing.
Suffering from global competition, with products that can be purchased from anywhere in the world, product design gains an importance it previously did not have. For KAKOI Comunicação designer Rômulo Garcia, unlike before when "the book was not judged by its cover," now it is the cover itself that sells the book:
We are going through a unique moment in brand consumption. Greatplayersof the market are reviewing theirbrandingto reach this new portion of consumption. See the case of Jaguar, which sparked passion and hatred with its decision to abandon the traditional feline. It's a one-way street.
Rômulo refers to the English brand's decision to completely change itsbranding The idea is to attract a new audience that neither knows nor covets it. The decision angered traditional customers, promising to sell their cars, but gained worldwide attention.
Despite the controversy, Rômulo remembers that the brand update andbrandingare totally different things:
A logo can be updated quite frequently, without forgetting the brand's purpose and its target audience. When we talk about a restructuring ofbrandingwe are talking about everything new: brand voice, archetypes, and positioning. "It's practically a new company being born," concludes the designer.
Among the reasons most cited by brands for making the decision to change are the new consumption habits of the target audience and online exposure, in which people pay more attention to certain colors over others.
