Corporate Eye

Most Relevant Brand Identity Work of the Decade

I love the Brand New blog for its insightful critique of brand identity work.  If you love branding and haven’t checked that blog out yet, then I highly recommend that you visit.  This week, Armin from the Brand New blog published a recap of the most relevant identity work of the decade.  It includes commentary about some of the most interesting identity work unveiled during each year of the first decade of the 21st century.

Here are a few of my favorites:

cingular logo

Cingular — 2000

I miss this logo.  I loved how it was cleverly used in a variety of way to give the brand a personality.


Obama — 2007

The Barack Obama campaign identity was brilliantly put together by Sender LLC and will undoubtedly become the standard for future political campaign branding efforts.  You can read more about the Obama brand strategy here.


Walmart — 2008

I’m still not in love with the little yellow burst, but I think Walmart has integrated it into its identity well.  The best part of the new Walmart identity, which was unveiled in 2008, is the omission of the dreaded hyphen that used to plague the Walmart name.  I was thrilled to see that hyphen go!


Tropicana — 2008

Sometimes ‘relevant’ can be negative, and Tropicana’s brand identity faux pas brought us exactly that in 2009.  The lesson to learn from the Tropicana packaging mistake is this — don’t fix it if it’s not broken and do NOT replace a solid identity with a Plain Jane, generic package design.

Be sure to check out the entire decade identity recap on the Brand New blog.  What brand identity stories of the past decade resonated with you? What are the most important lessons you learned from other identity work during the past ten years? Leave a comment and share your thoughts!

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.

Interestingly Kraft is known for cheese. The brand “Philadelphia” has a market share of over 65%.

When Kraft began creeping into mayaonaisse believing that they could relieve Hellmans of market share they failed.

Now they are moving more into chocolate the lesson is of course to keep the Cadbury brand.

Kraft choclate? No! Kraft jams? Nah! Know your market and don’t introduce unknown products to your succesful brand.

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