I read WND for quality of content and simplicity.

 Consumers generally do not like change. They want to identify with a brand’s image and logo. Therefore, as the old saying goes, don’t fix what isn’t broken.

Recently, Coca-Cola changed their classic red can to a white can to promote awareness of polar bears. The ad was to run from late October 2011 to February 2012, but it was pulled shortly after its release, due to customer disapproval. Customers wanted the classic red can back. It was honorable of Coca-Cola to try to raise awareness of polar bears, but their previous failures with changing brand images should have warned them of the risk they were taking.

So, WND, you shouldn’t have fixed what wasn’t broken. Time to change it back.

Hank Fox

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