Branding Thesis … # 2



As in any Mambo (remember Mambo #5), the idea behind this blog is that of making variations around the same theme, but keeping the rhythm without losing consistency.

If Branding Thesis # 1 stated that everything a company says or does builds on what it is (coherence and consistency), Branding Thesis # 2 states: There is a reason behind each and every branding decision.


I will share with you what I mentioned when talking about Badia (blog: BADIA. A case of branding with an intellectual muscle). Many moons ago, more than I care to admit, I attended a seminar with Milton Glaser, the undisputable master of graphic design in the US, creator of the worldwide famous I LOVE NY. Into the second day of the seminar, Mr. Glaser sent the 15 geniuses in his class to the nearby supermarket to choose a badly packaged product and bring it back, completely redesigned, the following day. As requested, we all arrived with our boards at hand, and a proud parent type of expression in our face. One of my colleagues lifted up the flap to reveal the most spectacular box of Saltines (Nabisco Cracker Brand) I had ever seen. After all thunderous applause died,
Mr. Glaser slowly stood up, approached the designer and said: “I sincerely congratulate you! You have just generated the company a loss of 30 million homemakers”. As we were trying to recover from our unbelievable surprise, he continued: “you took a product that is relevant to 35 million homemakers in the US, and moved it overnight to the Gourmet/Premium category that is relevant to just 5 million homemakers.

If you do not think that Mr. Glaser’s lesson and, consequently, Branding Thesis

# 2 is true, check the most recent example: Tropicana.

To pay tribute to somebody who has so positively influenced my career in only 5 days, I invite you to make his acquaintance by virtually visiting him at


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May 29th, 2009 2 Comments Branding Education / Branding Strategy / Branding Thesis / Consumer Packaged Goods / Packaging / Product Branding

  1. Mike

    This is one story that I think can come in handy in just about any industry because it shows how many times things are done without getting to know and understand the consumer.
    In packaging the designers probably redesign award winning packages that will get great recognition from artists, but do not stop to consider that maybe the consumer is accustomed to seeing a different packaging on the shelves.
    In other industries developers or other type of creators will execute without understanding the end user thus creating a beautiful product that is not useful for the target consumer.

    thanks for this great story! I hope that people take it into consideration so we do not see tropicana mistakes again!

    June 3rd, 2009 //
  2. ftpmumbojumbo

    Thanks for reading Mike. Is there any particular theme you would like for me to explore?

    June 4th, 2009 //

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