With PlanABrand’s Cindy Faith Swain, Needing a Plan B Is a Thing of the Past – Noozhawk.com
It’s all about rock ‘n’ roll.
At least it was for Cindy Faith Swain when she came to California in the late 1980s.
Cindy Faith Swain was recently honored by the Santa Barbara Chapter of the Association for Women in Communications as its 2011 Member of the Year. (Alex Kacik / Noozhawk photo)
“I came to California to be a rock ‘n’ roll star,” Faith Swain said. “Then I thought I needed some money and that it would be nice to have a real job with health benefits.”.
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by Paul Sable and Okan Akcay
The use of color in branding has taken on new importance as more companies go global. Global brands such as BP (British Petroleum) (green), Cadburys Chocolate (purple), Hershey’s Chocolate (brown), and Kodak (yellow) use color to differentiate, but also to stand out.
Brands are fortified in memory by way of an “associative memory network.” Marketers use color to strengthen associations. For example, we all have evoked sets. This is the set of brands that come into our head when we have a need for something (e.g., rent-a-car companies). What company do you associate with the colors red, yellow, blue, etc.? If consumers lack the motivation or ability to evaluate a product they may use signals or “extrinsic values” such as appearance or color to make a decision. In today’s world of product parity and competition (with lots of options and brands), branding and perhaps color will be more important. Color will have more importance in countries where illiteracy prevails or the use of symbolism is widespread. International brand and product names also are often plagued by problems of language, pronunciation, meaning, cultural considerations and legalities and as a result, non-verbal cues have become increasingly important in positioning international brands quickly and effectively.
To read more: http://asbbs.org/files/2010/ASBBS2010v1/PDF/S/Sable.pdf