Smart Branding, with Dan White

Episode 166

When it comes to branding, there are many facets to getting it right. But we don’t have to know all about branding to know that only one mistake can cause deep, irreversible damage to a brand. 

In 2009 the Tropicana juice company thought they’d be clever by taking their recognizable straw-in-an orange carton and simplify it down to an indistinct orangish object. Design critics howled and customers shied away from the sight of it at store shelves. In response to this 20% decline, Tropicana rapidly went back to the old packaging

Gerald Ratner, CEO of the UK Jewelry chain that bears his name, responded to a question about some of his products by saying they were ‘total crap.’ The company eventually closed over 300 of its stores, admitting that this comment caused a decisive blow to their reputation.

Subway named a game after long-time spokesman Jared Fogle’s famous weight loss pants and called it ‘JARED’S PANTS DANCE’,  just at the time that Fogle pleaded guilty to sexual interference charges.  

Google changed the logos of its suite of work-applications with geometric shapes in their corporate colours – confusing users (including me) who can no longer tell whether they’re opening Docs, Sheets and Slides.

To learn how branding is done right, today we are speaking with Dan White

He graduated from Cambridge University with a Masters of Arts. He has worked in marketing, market research and brand consultancy for 30 years. He is equally passionate about using imaginative visuals to bring marketing concepts to life. If people understand and remember an idea thanks to a clever framework or visual metaphor they will be able to use it in their day-to-day work. 

Three people have been repeat guests on this show; Dan White is now the fourth. 

People/Products/Concepts Mentioned in Show

Dan White on LinkedIn

Dan’s earlier episode on The Smart Marketing Book

Professor Byron Sharp


Tony Hayward ‘I would like my life back’

Bertolli rebrandTry to make your brand like Ronseal, who’s slogan is: “It does exactly what it says on the tin”

Gerald Ratner holds paper that quoted damaging remark he himself made about his brand.

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