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SEAN rEES DESIGNEr
27/03/2012
CHEAp AS CHIpS
pUrpoSE opINIoN / 07
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When it comes to colour, pantone are the authority. World renowned as the standard language for colour communication pantone are a brand well established in the design and print industry. But in recent years pantone have seeked to broaden their brand world to reach an audience further than those working within the global Design community pantone Universe was launched.
DESIGN WITH SUBSTANCE We believe that a company that positions themselves as consultants must have an opinion. We hope to encourage readers to challenge, colour and inform our thinking. Why not get in touch opinion@purpose.co.uk
pUrpoSE.Co.Uk
pUrpoSE opINIoN / 07
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A sweet idea pantone branded mugs adorned many a trendy kitchen cupboard
Since its success there have been a barrage of Pantone branded items, including Pantones most ambitious extension their Pantone Hotel in Brussels which encourages you to live in colours, dream in colours. On many levels, this makes a lot of sense when done well, brand-extension can be a strong vehicle to grow a brand, but done badly it can cause longterm damage. Here are two examples to illustrate a point.
pUrpoSE.Co.Uk
pUrpoSE opINIoN / 07
CHEAp AS CHIpS
pUrpoSE.Co.Uk
pUrpoSE opINIoN / 07
CHEAp AS CHIpS
A is for Apple.
When it comes to brand extension, Apple set the grade. Often sighted as the benchmark brand, Apple are one of those rare brands who can seemingly do no wrong. From a humble starting-point of the desktop computer to the phenomenal success of the iPod/Phone/Pad, Apple have changed the world through their continuous extension of their brand.
Apples brand extends far and wide but they always retained a strong sense of identity
Apples brand extends far and wide from computers to music players, phones, TV and beyond. They are able to do this because they have worked hard on and built a reputation for thinking different and therefore have set an expectation of originality with every product they launch and importantly, continuously delivering on that promise. Through the introduction of game changing products such as iPod, iPhone and iPad, Apple grew their audience from a predominantly designer following and thrust it towards the mainstream. But they did so whilst retaining a strong sense of self-identity, and Apples audience didnt lose sight of it either. Whether an Apple fan-boy, or first time buyer, when we buy an Apple product, subconsciously, we are buying into the idea of what Apple stand for.
pUrpoSE.Co.Uk
pUrpoSE opINIoN / 07
CHEAp AS CHIpS
A following so devoted to the brand that they tattoo its logo onto their body
But over time Harleys loyal following were becoming increasingly disgruntled with the Disneyfication of their brand when the brand launched a line of branded items, including T-shirts, socks, cigarett-lighters, ties, baby-clothes wine-coolers, and ornaments bearing the brand-name. But when Harley launched their own brand of perfume it was an extension too far for the loyal rugged motorcycle-lovers.
Harley Davidson fell into the trap of thinking that more products = more sales. It was a strategy that did long term damage to the perception of the brand. Realising their mistake, the branded-products have since been pulled by the Harley Davidson brand team in an attempt to retain their credibility.
pUrpoSE.Co.Uk
pUrpoSE opINIoN / 07
CHEAp AS CHIpS
pUrpoSE.Co.Uk
pUrpoSE opINIoN / 07
CHEAp AS CHIpS
Im sure pantone are increasing awareness whilst also making good profit but at what cost to the brand?
pUrpoSE.Co.Uk
07
purpose is a brand communications consultancy specialising in brand identity and marketing communications. our strategic, design and production skills enable clients to communicate more effectively to stand out, to connect, and to prosper. Were over thirty strong were independent and were listed in the Design Week league table of Top 10 Uk Creative Award winning agencies.