Experiential marketing is all about giving customers a taste of a brand through in-person experiences. Pepsico recently took that literally with PepCity, a three-day celebratory event in Bryant Park in New York leading up to Super Bowl XLVIII that centered on tastings of its food and beverage brands as reinvented by three well-known local chefs. I had a chance to visit the installation and speak with Kristina McCoobery, managing partner at inVNT, the company that produced PepCity for ...

Using the right color or combination of colors to increase brand recognition is important.

In fact, it’s more important than ever for brands to project their value. Marketing professionals have long understood the need for consistency in color and design. But it’s also critical to move beyond the standard logo and tagline and take an approach that provokes emotions among potential consumers across all of your marketing channels — including social media sites. Use color to your advantage.

Color is a type of ...

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There are five necessary principles that every logo should follow…

An effective logo is:

1. Appropriate
2. Memorable
3. Uncomplicated
4. Timeless
5. Functional

Appropriate

How the logo is created should be appropriate for its intended audience. For example, if you are designing a logo for children’s clothing retailer, it would be appropriate to use a whimsical font & color pallet. This would not be so appropriate for a Doctors Office.

It is also necessary to point out that a logo does not need to identify visually what a business sells or offers as a ...