Most of us have been to a bakery and "feasted our eyes" on a cake or a treat displayed in the window. Many times, the flavor was even lacking, but the appearance won over 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, the design of products gains an importance that it did not have before. For the designer of KAKOI Comunicação, 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". Greatplayersthe market are reviewing theirbrandingto reach this new share of consumption. Look at the case of Jaguar, that sparked passion and hatred with its decision to abandon the traditional feline. It is a one-way street.”
Rômulo refers to the English brand's decision to completely change itsbranding. The idea is to win over a new audience that does not know it yet and does not covet it. The decision found traditional customers furious, promising to sell your cars, but gained worldwide attention
Despite the controversy, Rômulo remembers that the brand update andbrandingthey are completely different things
A logo can be updated with some frequency, without forgetting the brand's purpose and its target audience. When we talk about a restructuring ofbranding, we are talking about everything new: brand voice, archetypes and positioning. "It's practically a new company being born", close the designer
Among the most cited reasons by brands for making the decision to switch are the new consumption habits of the target audience and online exposure, in which people pay more attention to certain colors over others
