Branding specialists like to talk about the ‘brand experience’. We like stories. We like adding new dimensions that competitors don’t have.
When the Cola World gets it right…

Singapore Airlines trademarked their smell, KFC trademarked their secret herbs and spices…now this. Coca-cola had been experimenting with the sounds of their product as blipverts in the Intrinsics campaign; 5 second ads with simply their logo and the sound of a Coke being opened or someone going ‘ahh’.
Now they’re using the sounds in order for the ‘Crave’ spot above – after all, if a jingle can be associated with a product and get stuck …read more

Some of the best lessons you can learn come from just observing what’s around you.
I’m in the Czech Republic – a country well known for its beer, architecture and often misunderstood inhabitants. Indeed, the beer is good, the city beautiful and its residents difficult for me to understand (although speaking Czech would help).
So what branding lessons am I hoping to learn?
Well, one thing I’ve observed is that the Czechs are generally iffy about trying new things – supported by a high uncertainty avoidance score in Hofstede’s cultural dimensions scale. It’s also not the wealthiest country in the wake of the …read more