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!"

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