Tag Archives: Tropicana

The Arnell Disaster Continues

As a member of the Pepsi Generation, and in the interest of full disclosure a former Pepsi employee, it saddened me to read in an Ad Age Daily report last week that for the first time Pepsi has now fallen … Continue reading

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Thomas Paine, Edmund Burke, brand identity, and two theories of change

Change drives everything, and the single most important recommendation we make to clients in brand identity, is how to structure that change. Is it a little or a lot, and often more importantly, what are the elements of that change, … Continue reading

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The Kimbell Museum, Coca Cola, Renzo Piano, and Turner Duckworth

An iconic building and an iconic brand. .  . both driven by the creative brilliance of their designers and the application, over time, of a collective vision for the brand. Perhaps the most rewarding type of project for a package … Continue reading

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The package is a “slow culture” medium

Slow culture and fast culture exist within the personality of all brands.  And the most successful brands have identified how to use both slow culture media and fast culture media to support their marketing efforts. For a consumer brand the … Continue reading

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Our Top 10 List of Package Design Stories for 2009

This blog was begun in early 2009 as a place to discuss, “The package as a unique object in our contemporary culture  .  . focusing on past influences, current events, and future inspirations that shape the world of package design.” … Continue reading

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G whiz!

It would appear that the fallout continues from Arnell’s work with Pepsi. Ad Age reports online today that the Gatorade brand will undergo some major shifts in response to an 18% sales decline earlier this year. The article says, “Gatorade … Continue reading

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Epigenetics of brands

Earlier this week I posted about the new Minute Maid package design, but I’m going to stick with the topic because there are some interesting lessons to be learned here. Epigenetics refers to changes in appearance or activity of a … Continue reading

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