Marketing Case Study: Branding without a Logo
This will be a very interesting Marketing Case Study as it involves no logo. Yes you heard me right, no logo. But how do people recognize you without your logo? Unless your Wendy's and a have red head with braids to act as your spoke person, logos for a company are typically their face.
This actually ran on TV, some of you may have see it. In case you didn't: https://youtu.be/tbwoKm5U0tM
You start off with a kid going to get a snack, while people of all ages eat Dorritos, I can imagine their bigger target market is the younger generation. Fast forward a little bit to showing old ads and transitioning to someone holding bags of their iconic colors. Next they go to aspects like shape and flavor. If you ask someone to draw a chip, they will most likely do a triangle esqe shape-and yet Dorritos is iconic due to consistently being a Triangle Shape. Towards the end of the video you will start to see them associate verbiage with the name, where you say something that applies to it and rhymes with it like "I Need Those" to "Dorritos". Ending with "Logo Goes Here" in the same exact font and style of Dorritos logo without saying Dorritos.
Colors are a huge part of branding, the same way red and blue here are very much dorritos even without a logo-the same way you know a Tiffany's bag when you see it because they use that iconic mint color. Consistency is the key to effective anything. Consistently being shaped as triangle chips, makes them as iconic as triangles are-simply from choosing to use the same shape for their product. But this video more than anything describes Dorritos in every aspect but name: Visual, Taste, Verbiage, Product Appearance. Almost a full sensory immersion.
So I challenge you in your business to ask yourself-can you do an ad with no logo? If you can't, make it so you can. If you can, do so and follow the movement that "I Need Those" has started!
P:(657) 246-2298-Email Me - Moxi Zombi Marketing - Blog-Twitter - Instagram - Facebook - Flickr - LinkedIn
This actually ran on TV, some of you may have see it. In case you didn't: https://youtu.be/tbwoKm5U0tM
You start off with a kid going to get a snack, while people of all ages eat Dorritos, I can imagine their bigger target market is the younger generation. Fast forward a little bit to showing old ads and transitioning to someone holding bags of their iconic colors. Next they go to aspects like shape and flavor. If you ask someone to draw a chip, they will most likely do a triangle esqe shape-and yet Dorritos is iconic due to consistently being a Triangle Shape. Towards the end of the video you will start to see them associate verbiage with the name, where you say something that applies to it and rhymes with it like "I Need Those" to "Dorritos". Ending with "Logo Goes Here" in the same exact font and style of Dorritos logo without saying Dorritos.
Colors are a huge part of branding, the same way red and blue here are very much dorritos even without a logo-the same way you know a Tiffany's bag when you see it because they use that iconic mint color. Consistency is the key to effective anything. Consistently being shaped as triangle chips, makes them as iconic as triangles are-simply from choosing to use the same shape for their product. But this video more than anything describes Dorritos in every aspect but name: Visual, Taste, Verbiage, Product Appearance. Almost a full sensory immersion.
So I challenge you in your business to ask yourself-can you do an ad with no logo? If you can't, make it so you can. If you can, do so and follow the movement that "I Need Those" has started!
P:(657) 246-2298-Email Me - Moxi Zombi Marketing - Blog-Twitter - Instagram - Facebook - Flickr - LinkedIn
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