cradduckbranding

‘Brand’ is the buzzword of this decade, for sure – how many of us buy an unbranded make of cereal when doing the weekly shop, or would consider purchasing a TV from an unknown manufacturer? Walk down a street and count the brands you see, on shop fascias, billboards and T-shirts. To a certain extent, ‘branding’ has taken over from ‘corporate identity’ as the key visual element to getting the product onto the market place. But often the edges are blurred between a corporate identity and a brand. For instance, which category would you place the new ‘Your M&S’ logo, which has transformed Marks & Spencers’ rather tired and traditional image into a vibrant new look?