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 ?
位元堂養陰丸 is the prototype product that has made us know the brand 位元堂. I can still remember the jingle sung by 鄭少秋. At that time there weren't so many Chinese medicine brands and products in the market and I think it sold pretty well. Yet if 位元堂 had just hung on with this single product, the brand would be dead. It manages to diversify into other products and bring the image up-to-date over time. You would just appreciate it is really investing in creativity to build a more modernised image. Like this set of ads, although the execution could have been improved a bit, there are ideas in them and branding is done well too.
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