One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
Back to Vitasoy. In recent years, it has been very aggressive in line extensions. Mocha, melon and jasmine flavoured Vitasoy, packaged bean curds and so on. Now we are spoiled by the different choices of product from Vitasoy. Here is a series of 3 鈣思寶 variants. Health is a big thing and I guess it tries to capture the health trend. These three variants have different health benefits : for healthy bones, intestines and heart. Will these be successful ? There are many alternative products said to have similar health benefits. The key success factors are therefore price and taste. One clever thing is that it uses breakfast to clearly define the positioning with usage occasion. That could be a good way to cut through.
Comments