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?