Health Claims Driving Consumer Demand in U.S. Food & Beverage

UPS The first logo appeared in 1919 in the form of a shield, which has not changed during the repositioning process, which is not surprising given that its unique design represents integrity and dependability, not only of the organization but also of all those who support it. The logo was changed since it did not reflect UPS's expanded capabilities. Nonetheless, the corporation attempted to portray a positive evolution with the new logo, rather than departing from its established experience. Fig. 20. Creation of the UPS logo The new, updated logo kept the authorized shield design while retaining the beneficial aspects of the old mark. By removing the box with the bow above the shield and replacing it with a larger, sleeker, three dimensional insignia, UPS can better depict all of its business sectors. This gives it a more energized appearance and increases its visual presence. In terms of the color brown, UPS discovered after considerable study that it was immediately identifiable and strongly connected with UPS and should not be modified. Not only was the hue linked with the corporation, but so was the adjective "brown". The color's underlying meaning represents trust and reliability, which fosters client loyalty. It eventually resulted to the launch of UPS's "What Can Brown Do for You?" marketing campaign. Color is extremely important and should not be overlooked when designing a brand logo.

Tagline (or slogan)

The brand slogan or tagline plays an important part in establishing a cohesive brand identity. It's an immediately recognizable and memorable phrase that frequently appears alongside a business name in marketing communications campaigns. The primary goal of a slogan is to reinforce the brand image projected by the business name and emblem. These three brand aspects form the basis of the brand. Some marketers mistakenly believe that the slogan should encompass the entire brand identity. This is a typical brand management mistake: seeing the brand too narrowly. Even the brand mission statement, which represents the essence of the brand, cannot cover everything. A brand is more complex than a single statement can convey. It stands for a lot more. Another issue is the emphasis on product qualities, which only considers the functional benefits that a product or service can give. Companies, particularly in the high-tech and B2B sectors, have a tendency to overemphasize facts. However, a slogan should convey both utilitarian and emotional values at the same time. Let us now consider another critical factor in this regard: the brand motto. It serves as the basis for the brand's motto. The slogan represents the mantra's translation into customer-friendly language for use in advertising and other forms of communications. Examples of slogans for industrial brands that reflect underlying brand mantras include Agilent Technologies' "Dreams Made Real," Emerson's "Consider It Solved," GE's "Imagination at Work," Hewlett-Packard's "Invent," Novell's "The Power to Change," United Technologies' "Next Things First," and Xerox's "The Document Company." A good slogan communicates a company's brand identity, personality, and positioning. It also helps to set it apart from competitors. Many B2C companies' taglines have become part of popular culture.

Philips

Taglines can sometimes backfire, as the instance of Philips, a prominent Dutch electronics manufacturer, demonstrates. They created the tagline "From Sand to Chips" a few years ago to emphasize that they make both light bulbs and silicon chips from the same basic material sand. Unfortunately, clients not only did not grasp the phrase, but it was also irrelevant to them. This is a common mistake that we will address in Chapter 6. Employees may have valued the tagline, but customers did not. The subsequent slogan "Philips Invents for You" was considerably more customer-focused and relevant, but it was still too product-oriented and portrayed a deceptive and unfavorable attitude (Who asked you?). Their second tagline, "Let's Make Things Better," finally hit the mark and lasted nine years. Today, the company's tagline is "Sense and Simplicity". Slogans or taglines may be either descriptive or abstract. In both circumstances, things should be phrased carefully and precisely in order to be extremely memorable. The most important thing to remember when selecting a slogan is to be true to the core and values of your brand. Furthermore, the brand slogan can help the brand position itself clearly and successfully. If a tagline is not directly related to the brand or the company that sells it, it is simply less valuable. Slogans typically have a shorter lifespan than brand names and logos because they are more subject to market and lifestyle changes. This illustrates that. Colors play a very crucial role in brand recognition. What would Caterpillar or Kodak be like without their signature hue yellow? The range of colors, as well as their connotations and meanings, may present firms with several chances to instill purpose, meaning, and life into their brands. A well-chosen combination of graphic elements can significantly improve brand recognition.

What's Your Brand's Story

Storytelling is becoming increasingly crucial in corporate life, including B2B markets. As an idea, it has gained significant traction in the discussion over how future brands will be shaped. Many marketers, however, regard storytelling as a nebulous tool designated for public relations and advertising professionals. The understanding that storytelling can truly make a difference in an industrial context is still noticeably lacking.46 If you want your brand to be truly unique, you need have a tale or mythology about how you got started. FedEx's story revolves around a young, ambitious student whose plan for a specialized overnight delivery business failed to satisfy his Yale professor. He received only a "C" on his term paper, which explained this notion. An important component of storytelling can be to celebrate a company's past if it is fascinating and relevant. Hewlett-Packard honors the work of its founders, Bill Hewlett and Dave Packard, who began in a modest garage to create innovative instruments. In that garage, they ignited HP's inventive spirit. Today, corporate communication leverages the garage tale to demonstrate the spirit of creativity that pervades the entire organization.  There are probably only a few people who are unfamiliar with the brands "Just do it," "Think different," or "Got milk" Despite its obvious benefits, creating a tagline remains uncommon in B2B. Consistent and well-known B2B examples include HSBC "The World's Local Bank," HP "Invent," and Singapore Airlines' "A Great Way to Fly" brand.  In the 1999 Fortune 500 edition, IBM was referred to as a "big blue dinosaur" due to its blue IBM logo. Even today, many people refer to IBM as "Big Blue" rather than mentioning the firm.