A logo is a graphic mark,
emblem, or symbol used to aid and promote public identification and
recognition. It may be of an abstract or figurative design or include the text
of the name it represents as in a wordmark.
Logo is considered necessary in promoting brand and often synonymous
with its trademark or brand.
Corona – Covid 19 has shaken the World so much that in recent weeks, a handful of brands have changed their logo to
encourage people to stay home and practice social distancing. Frito-Lay feels
there is no such need. In a new 60-second spot titled “It’s About People,”
Frito-Lay argues that the current moment is not an opportunity for brands to
grab the public’s attention by demonstrating their cleverness, creativity or
thought leadership. Instead, this is a time for humans to help other humans. “The world doesn’t need brands to tell us how
to think or feel,” reads white text on a black background. “The world needs
brands to take action.” Hope this is a factual statement and our Commercial brands
and TV channels learn this at the hour of crisis .
Remember our
school days…. [if you are 40+] ~ there used to be rusted iron pipes from the
water tank……. Students would line before the water tank [very thought would
make modern day youngsters and mothers scary] – there would be no tumblers or
receptacles, one would open the tab / lift the nozzle, keep one’s
hand in a manner that falling water would find its way to the mouth……none cared
to check of its purity, taste, colour, odour and more…….. a few decades
earlier, perhaps none would have imagined that water would be ‘crore industry –
with multi-brands’ ruling the market…life has changed since !!
None would have imagined
that water would become a hot selling commodity commanding crores; nor that so
many brands would vie to capture market share. From potable water to mineral
water, as it was sold in the beginning……
mineral water actually, is water from a mineral spring containing
various minerals such as salts and sulphur compounds. Here the term "mineral water" is
colloquially used to mean any bottled carbonated water or soda water, as
opposed to tap water; and years after their advent, it simply is any packaged
water…… the water that you get in bottles / cans of various capacities…… may
not even be chemically treated water containing any minerals.
Now people are finicky,
most cannot drink water in hotels, restaurants and public places but buy
mineral water bottles – some cannot survive without specified brands. Indian Railways which carries millions
everyday, turned to their own brand – ‘rail neer’, a branded packaged drinking
water for the rail commuters handled through IRCTC. Even in costly
Hotels, before you order food, they try to sell the mineral water – is it not
their duty [and included in the cost] to serve quality potable water ? – then
why ask whether it is ordinary water of quality mineral water that one wants ??
People walk and live with
Mineral water… in bottles, cans and in every form. In trying to provide common man, good quality
drinking water the concept of ‘amma water’ was indeed laudable. Bisleri was the first branded water
introduced in Indian market by Bisleri Limited, a company of Italian origin
that stormed the market way back in 1965 ! Almost 50 years ago, somebody
thinking that water could be sold and marketed is really ingenuous !! later Parle bought the Company and continued
with Bisleri water. It was first in
glass bottles, then PVC nonreturnable and then to PET over the years. Now, We have so many brands available in the
market such as : Aquafina, Bailey, Bibo,
Bisleri, Dew Drops, Golden Eagle, Haywards, Himalayan, Just Born,
Kingfisher, Snow pure etc., Today, production and distribution of
packaged water is a multi crore industry.
Read a news in MailOnline
that Coca-Cola has launched label-free bottles for its water brand in Japan in
a bid to reduce waste and pollution. I Lohas water, which comes in both plain
and flavoured varieties, has ditched the label and created a more streamlined
package design. Starting in April, these new bottle designs will be sold in
cases of 24 for 2,880 yen (US$26) [Rs.2000 !] at supermarkets, drug stores, and
online retailers. Bottles sold separately will still have the label.
This is because without any
labels, the bar code and other details such as nutritional information and
ingredients wouldn't be displayed. The bottles themselves are also made from
100 per cent recycled plastic. Even before this recent move, these plastic
bottles have been somewhat environmentally-friendly. The move by the water brand will play a small
part in reducing waste and plastic pollution in Japan. They are made using a malleable plastic that's
easy to crush into compact sizes for efficient recycling. However some
consumers have criticised this, saying the type of plastic used means the
bottles crumple up when you try to drink from them.
Interesting !
With regards – S.
Sampathkumar
11.4.2020.
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