TITLE

The colour of money

PUB. DATE
October 2004
SOURCE
Brand Strategy;Oct2004, Issue 186, p24
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the impact of colour on consumer's choice and perception of brands. Colour has never been a grey area for brands. It can be the difference between a brand succeeding or failing, a point proved in 1996, when soccer coach Alex Ferguson changed football team Manchester United's kit at half time because it was the wrong shade. Brands in every sector are beginning to understand that names and logos are no longer enough in the battle for differentiation and leadership. Colour is no longer simply an element of design, but a stand-alone statement about the brand. When retailer EasyGroup announced a move into the mobile market last month with its signature orange branding, it ran into opposition from Orange, the incumbent orange brand in the telecoms category.
ACCESSION #
14736372

 

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