Tag: brand elements

Grabbing Attention from Within

After having discussed the meaning that lies behind every colour, it is time to explore how one of those brands managed to exploit it to achieve its goals.

Have you guessed it yet?

Gatorade is one of the most iconic sports drinks which uses a lot of approaches to promote its brand. It uses an integrated marketing strategy which includes transmitting its message on billboards, print ads, and creative point on sales displays.  

Gatorade occupies a special positioning in the minds of the consumers; it is positioned as the sports drink for winners. Gatorade is also linked to endurance and enhancement in athletic performances; it aims to quench the thirst of athletes and to provide them with their nutritional needs while keeping them energised and active.

Gatorade has managed to grab the people’s attention using a lot of elements to stand out. Their billboards are designed in a creative and a simple way. Their simple ads only present the picture of a Gatorade bottle or the logo of Gatorade with the campaign’s tagline on a strong-coloured background. Gatorade also used to place huge ads on buildings in order to grab people’s attention. Another method of advertising Gatorade uses is print ads. Their print ads are usually creative and innovative. Some of them try to show how Gatorade fuels athletes from within.

Gatorade utilise bright and vibrant colours to show the benefits and the movements of Gatorade in the athletes’ bodies. In-store marketing is also one of the marketing strategies Gatorade employs in attempt to affect and influence the buying decisions for the consumers. Moreover, It uses creative displays that resemble the Gatorade bottle, and they use flashy product displays. Gatorade tries to communicate its messages and to associate itself with some concepts like winning and hard work on all of its different advertising channels and mediums.

In order to grab the people’s attention, most of Gatorade’s ads do not include a lot of elements. Gatorade creates different marketing stimuli to get in touch with customers. They create line series advertisement in order to get in touch with the customers and to grab their attention.

Gatorade has a lot of other competitors, so their ads need to stand out between other brands. Gatorade tries to affect the consumers’ visual perceptions using vivid colours and strong images and headlines which also show Gatorade’s effects and benefits.

Gatorade also tries to impact the consumers using intense colours like orange. It plays on the customers to affect their moods and responses. The colour orange which is frequently used in Gatorade’s ads represents energy, activity, and caution. It resonates with the messages Gatorade is trying to associate itself with and it is very likely to grab attention.

Gatorade’s ads are a form of salient stimuli. They stand out due to the colours and images used and due to their intense. Some of their ads are simplistic and vivid; they only include the bottle (the figure) of Gatorade. They use materials that are clear to the senses and not hard to comprehend.

Gatorade also tries to create associations and to evoke feelings and certain emotional responses in the customers using such colours in their ads. Some of their print ads show imagery that depicts the effect of Gatorade inside the athlete’s body. The use of such ads and different marketing mediums are some of Gatorade’s methods to avoid habituation.

The way Gatorade creates its billboard ads are affected by the absolute threshold. They try to achieve intensity by using a few elements which include big fonts and strong headlines and colours. The in-store marketing Gatorade uses allows them to achieve their goals and to influence the customers’ buying decisions.

Gatorade uses bright colours and creative models in their in-store displays to stand out amongst their competitors. The Point of sales marketing Gatorade uses alters and affects the consumer’s decision making and expectations as well.

Lastly, Gatorade has managed to merge colours with its brand identity to further communicate its message and to have a consistent and a powerful message that resonates on the long run.

If Your Personality had a Colour, What Would it be ?

Colours have become an important instrument in brands’ marketing strategies. It allows brands to express themselves and to communicate their true identity.

Each brand has managed to distinguish itself from the rest by adopting a single colour or colour palette of its own. These colours, in turn, are present throughout the integrated marketing communication campaigns for each brand.

Brands manage to include the same colours throughout their billboards, ads, POS, and much more. This is actually done in a manner which allows for more consistency for the brand to occur.  At some points, colours are used to showcase a certain effect or feelings towards the product as well as to raise specific expectations regarding it.

The importance of colour usage mainly resides in making a brand unique, coherent, and more appealing. It can increase the familiarity of the brand and its recognition especially when it is included in ads in a consistent manner.

However, choosing specific colours for a brand can have a lot of symbolic and hidden meanings. Many brands choose a colour to express itself or to arouse certain feelings in the consumers.

To explore the true meaning that lies behind the usage of colours , here’s Ogilvy’s take on colours below;

Say it in a Package

It has come to my interest the fact how packages can affect the consumers and their senses. The very first thing the consumers tend to notice is the package of an item.  The feelings that arouse when simply touching an item, impacts them significantly. Product packages play an important role in making buyers choose an item or a brand over the other.

Packages has become a form of art or an experience rather than just a seal made to protect an item and help preserve it. It has become a complement to the item that’s inside it which helps convey to the consumers what to expect inside. It has also become a method to communicate the brand’s identity by using symbols or vivid and bright colours.

Packages can serve as a key brand identifier. It allows to present some descriptive or persuasive information for the consumers; it allows for familiarity.

Some packages aid in establishing the consumers’ expectations. It can trick the consumers’ senses by hinting to them what they’re about to taste. There are a lot of packages with appealing images that turn out as a disappointment for the buyers later on. This in fact, is actually harmful for the brand when done continuously. The experience of trying an item should not be less than the expectations of what it might taste like. It might cause dissatisfaction of the consumers on the long turn.

On the contrary, packaging may be used for the benefit of the brand by influencing the consumers’ expectations. By simply touching or by smelling the packaging of an item, the consumer can be influenced and affected. This notion is proven to alter the buyers’ purchasing decisions and thus, can rather be exploited by brands to drive further opportunities.

It is really interesting how a design can make customers attracted to your products over others. Having a consistent brand identity which is communicated through the packaging of products can also help achieve brand loyalty and establish brand “tribes”.  

After all, what are Apple’s designs known for? And what messages comes to your mind upon seeing them?

Amongst the Crowd

What makes a brand so special? leave a reply below.

In a world where so many brands are present, each brand needs to maintain its own and unique identity in order to distinguish itself from the others.  Nowadays, it has become extremely difficult for brands to either differentiate themselves or to maintain their true essence.

However, what makes every brand shield itself against such challenges is having its own identity, elements, and schema.  

Having a brand identity of your own means that there are certain characteristics or features that sets you apart from the rest. A brand identity consists of the visible elements that make up a brand. This could include a logo, a design, or simply a colour or a colour palette. It could also consist of other elements such as a slogan, a symbol, a character, or a jingle.

These can aid in making a single brand concrete and solid in the consumers’ minds. However, it is important that such various elements which resemble the brand’s identity are cohesive in order to increase concreteness and brand awareness.

So what makes a schema?

To start off, a schema is a set of associations that could drive out attitude or behaviour for the consumers towards a brand. It is basically what consumers think and feel about a brand. It can entail trust, innovation, rebellion, happiness, etc. Every choice or act carried out by a brand has to resonate with its schema; the set of knowledge linked to a concept.

A brand’s schema consists off of what consumers have to say about the brand and what mental shortcuts resonate when they think about it. It describes different elements that constitute knowledge about a brand. When a brand maintains its identity or communicates a specific image about itself consistently and across various channels, it contributes in creating a certain set of associations or expectations along with it.

A brand’s image is a subset of associations stored in the brand schema.  Every single touch point for a brand has to be consistent and cohesive with the overall image it’s trying to create for itself.

In every brand extension, brand alliance, or even in licensing, the transfer of such associations is essential for the brand to maintain its image and identity. It is important to note that a unique identity is not created instantly but rather, it takes up an effort throughout the years to be created and preserved.

Thus, it would be very damaging for a brand to send different signals regarding what it is and what it stands for as it might cause unwanted confusion for the consumers and alter their attitudes. 

Have you ever faced such an issue with a brand? Could you possibly think of a time where a brand communicated something or created a product (like HD, previously) that did not match its identity and where it felt that it was just not right?