Optimism, familiarity and comfort are chords marketers can expect to strike with emotional resonance in these times of consumer retrenchment, said brand image developer Cheryl Swanson, president of Toniq.
Americans are in a “holding pattern,” as they seek greater meaning, simplicity and things they can use with ease, she observed. In the current atmosphere, “anything too terribly new” will prompt people to question whether they need it, Swanson said. In an interview in her Manhattan studio, she gave the thumbs down to PepsiCo’s redesign of its Pepsi, Gatorade and Tropicana branding; since then, the company decided to bring back its traditional Tropicana, straw-in-orange imagery, citing consumer complaints.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)