But does it work?

Sweating the Small Stuff: Does it Work?

Inspired by a simple packaging innovation for a new coffee brand, Andy Rice reflects on the disproportionate impact of small things on people's perceptions of brands. Often it’s gizmos in packaging versus a carefully crafted brand image – but which works best? Expect examples from Subaru, Tesla and Virgin Atlantic - to name a few.

"Let this serve as a reminder to brand owners that the things that people remember about their brands are not always the things that they planned, or indeed have control of!"


This article first appeared on 702 : Sweating the Small Stuff: Does it Work?


Recommended

by THE NEWSROOM
Read More
Blitzboks will shake this off quicker than you can say ‘fraud’ - Bruce Whitfield

Blitzboks will shake this off quicker than you can say ‘fraud’ - Bruce Whitfield

The Money Show’s Bruce Whitfield asks ad expert Andy Rice to share with him the week’s advertising “heroes” and “zeroes”.

10 best South African ads of 2017

10 best South African ads of 2017

The Money Show’s Bruce Whitfield interviews branding and advertising expert Andy Rice.

Predictably awesome new Nando's ad reminds South Africans ‘we can fix our sh$t’

Predictably awesome new Nando's ad reminds South Africans ‘we can fix our sh$t’

Watch the Guptas pack their bags and run in Nando's inspiring new advertisement.

Jack Daniel's has the best Christmas advert ever

Jack Daniel's has the best Christmas advert ever

Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” and “zeroes”.

Tesla proves that Elon Musk is a marketing mastermind

Tesla proves that Elon Musk is a marketing mastermind

Tesla loses breath-taking amounts of money every nanosecond, yet the brand is gold. Bruce Whitfield interviews ad guru Andy Rice.

Joburg restaurant changes racist name after outrage on social media

Joburg restaurant changes racist name after outrage on social media

Ad guru Andy Rice knocks Misohawni, but praises outdoor living retailer REI for closing all 151 of its stores on Black Friday.

Popular articles
[WATCH] Grootes's take on why EFF silent on Dlamini's SABC interview

[WATCH] Grootes's take on why EFF silent on Dlamini's SABC interview

702 Afternoon Drive host Stephen Grootes's comment involves past dealings that involve EFF national chair, Advocate Dali Mpofu.

Punitive tariff hike for water guzzlers to hit CT households where it hurts

Punitive tariff hike for water guzzlers to hit CT households where it hurts

Harsher punitive tariffs on the cards as 'Day Zero' becomes a reality as the result of 60% of Capetonians who ignore water limits.

Madiba’s private secretary Zelda la Grange opens up about money (hers and his)

Madiba’s private secretary Zelda la Grange opens up about money (hers and his)

Bruce Whitfield interviews La Grange about her and Madiba's attitude to money (hopes and fears, successes and failures, etc.)

WATCH: Innovative spray limits toilet flushes and saves water

WATCH: Innovative spray limits toilet flushes and saves water

Loo Me is a simple yet effective scented foam that takes the yuck out of "mellowing" toilets preventing multiple flushes.

I was not introduced to Ajay Gupta - Grootes

I was not introduced to Ajay Gupta - Grootes

Stephen Grootes says he believes former Eskom CEO Brian Dames when said he was not formally introduced to the Gupta family.

It's not the end of the road... Top tips to improve your matric

It's not the end of the road... Top tips to improve your matric

"Recognise that it’s not the end, it’s the beginning." Expert advise for school-leavers who want to improve their results.