Hot on the tails of my last post on Red Bull editions breaking the "memory stucture" of the brand, here's an example of how to stick to what made you famous.
You don't get much more iconic than the little blue tin at the heart of the Nivea brand.
Check out 100 years of packaging below. Interestingly, it only went blue in 1925, 14 years after launch.
And just look at the pack from 1959. The same equties have been used for over 50 years:
- Blue colour
- Nivea name in upper case
- Creme written in same typeface
- Same round tin
- Pure and clean, apart from the little on-pack flash in 1993
A great example of how to reinforce and nurture the brand properties of your core product.



I recall the book "Groundswell" crystallizing the reality that a significant proportion of social channel audiences either don't engage measurably or do so in limited ways; it's the minority that takes the time/effort to create new content while the rest look on. That seems to have shifted a bit in the book's recent, revised edition, but there are still more "spectators" than any one of the other 6 audience categories described. Assessments of ROI in social media should take this into account, per point #2 above. And if a brand's channels are skillfully message managed, isn't it likely that brand reinforcement occurs and recurs, helping at both point of sale and in the planning phase of a purchase? If so, because this effect, while meaningful, is of course not readily measurable, playing up the potential impact of the blatantly engaged 0.5% (per #4 above) seems to make good sense. @chrishandzlik
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