Trends

It’s fascinating to see that the most inspirational and ground breaking brands in the world are not created by strategists, moreover, strategists help the creative see the target, however it is the magic ingredient when a designer manages to create something special.

I recently read the news that Heinz is considering changing the name of Salad Cream to Sandwich Cream – I find this fascinating!

I can’t say if I think this is a good thing to do or not, but I have to say that my initial instinct is that it isn’t necessary. Don’t get me wrong, I am a big believer in getting naming right and aligning brands to consumer expectation, but this feels instinctively ‘unnecessary’. Ok, so this is my logic, and let me just preamble with the fact that I have no background data on this, no surveys, polls, no qual research, it is only a feeling.