Size and prominence of wording on business signs, product labels and hangtags will often emphasize brand signals. Yet, sometimes decisions are made to scream generic names instead. Never having seen the above shown wacky fresh fruit until recently, my assumption was that Buddha’s Hand represented a clever brand name for a certain type of citron fruit. Nope, generic. The source-indicating information on the above shown Buddha’s Hand hangtag — the trademark — is barely legible, so I’ll help readers out: Ripe to You represents the above shown brand name. So, what are the best practices when it comes to marketing commodities over brands and vice versa? The Branding Strategy Insider had an informative take on this topic just yesterday, here. From my perspective, since brands manifest reputation, relationships and experiences, there must be accountability, and sometimes apologies are needed. Commodities, nope, not so much. I’m thinking…
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