Eight O’Clock Coffee’s Brand Image Re-design Gives Us More to Think About Than Just Visual Appeal
A discussion on LinkedIn’s CPG Branding and Marketing Forum caught my attention. Eight O’Clock Coffee recently launched a sweepstakes promotion asking consumers to vote for their choice of new packaging. In response to the promotion, a LinkedIn member had posted a question a couple of weeks ago asking what people thought of the new Eight O’Clock Coffee packaging options. Although the promotion is now over, anger management help I realized that no one had addressed an even more fundamental question of when and why a brand should re-brand. One cannot reasonably evaluate a new brand identity without understanding the need for changing it in the first place.