By the principle of branding, a brand should have its own colour(s) in order to create a strong brand identity. McDonald's is always yellow and red. Coca-Cola is red and white. The key is consistency and owning the colours different from your competitors'. In one of my classes about branding, I have put up Standard Chartered as one of the good examples as their advertising materials all carry its blues and green colours consistently vs HSBC in red and white. Now that they have an ad in monotone brown and grey for its priority banking. Even its logo colours have been changed. Well, it's right to find some ways to differentiate an upper-end service from the normal but changing the brand colours is kind of overdone. In fact one could consider creating a new set of image-oriented creatives rather than changing the brand colours. However, the funny thing is that these two ads are almost the same but in different colours, managed exactly the other way round.
By the principle of branding, a brand should have its own colour(s) in order to create a strong brand identity. McDonald's is always yellow and red. Coca-Cola is red and white. The key is consistency and owning the colours different from your competitors'. In one of my classes about branding, I have put up Standard Chartered as one of the good examples as their advertising materials all carry its blues and green colours consistently vs HSBC in red and white. Now that they have an ad in monotone brown and grey for its priority banking. Even its logo colours have been changed. Well, it's right to find some ways to differentiate an upper-end service from the normal but changing the brand colours is kind of overdone. In fact one could consider creating a new set of image-oriented creatives rather than changing the brand colours. However, the funny thing is that these two ads are almost the same but in different colours, managed exactly the other way round.
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另外,最近留意到鴻福堂系列的新廣告,我認為那廣告有點問題,想聽聽你的意見呢!