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58 n e t w o r k & p e o p l e<br />
Recognisable<br />
Appeal<br />
or: How a Brand<br />
Becomes A Friend<br />
Brand consistency through perfect<br />
artwork and colour cards<br />
Companies often put a great deal of effort into looking after their brands and invest<br />
large sums of money in brand communication. The crucial moment<br />
comes when new products are ready to go to the retailers because all kinds of<br />
mistakes can occur during the production and printing of packaging.<br />
As many as 75 per cent of consumers don't decide what they are going to buy until<br />
they are standing in front of the display, so this is the point when their favourite<br />
brands should be instantly recognisable.<br />
None of us likes advertising; it gets on our nerves. But once we are standing in front of<br />
the supermarket shelves or browsing for goods on the Internet, an advertised<br />
brand suddenly reaches out to us like a good friend. We all know how annoying it is to<br />
be confronted with a dozen varieties of crisps when all we want to do is grab a few snacks<br />
for a picnic or an evening watching the football with friends. And since these events come<br />
round with a fair degree of frequency, this is an all too familiar experience.
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