1. Anton Ego, food critic from Ratatouille (Disney Pixar film)

    People have better things to do than think about your brand. Marketing’s job is to change that, but in an over-supplied and ultra-competitive world, this is a constant challenge. The answer lies in… semiotics. In simple terms (saving us all going back to college for 3 years), this means creating signals to trigger the right…

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  2. Several Whiskey Brands on a Supermarket Shelf

    A box is a code in itself, in the case of expensive spirits for both protection and gifting. The two are not unrelated, because our brain has learned to associate protection with precious and valuable items. Shape, colour and proportion are hugely important signals here, and these combine to very different effects in this small…

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  3. Almhof Yoghurt in a Dutch Supermarket

    Place is a common metaphor in branding, because you can say a lot about a brand or product by simply stating where it comes from. Not only do places offer a rich source of imagery, they can also represent an attitude to life that people aspire to. The top of a snow-capped mountain is a…

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  4. Several Cider Brands on a Supermarket Shelf

    Logos are not words, they are symbols. The combination of the word and its meaning, exactly how it is written, and how you choose to frame it, is usually the most powerful signal a brand can send. But why stop there? Too many packs consist of a tired formula: Logo, descriptor and product shot in…

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  5. Several Cream Cheese Packaging on a Supermarket Shelf

    One of food packaging’s most important jobs is to tempt the taste buds, but that doesn’t always mean showing us a saliva-inducing portrait of lunch. In fact the food shot means giving up a large amount of packaging real estate, so established brands rightly avoid it in favour of iconising the promise. For Philadelphia this…

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