1+ week, 2+ day ago   (729+ words) A cold beer usually leaves an anonymous wet ring on the table. Heineken has turned it into a logo. There is no ink, projection or additional technology involved. The branding appears naturally through the interaction between a cold glass and…...

2+ week, 6+ day ago   (830+ words) Every brand wants fans. Far fewer understand that fandom is not simply a more enthusiastic audience. It represents a transfer of ownership. The appeal is easy to understand. In a fragmented media environment, brands want more than reach. They want…...

3+ week, 3+ day ago   (614+ words) For nearly 25 years, a small crocodile has been hiding on the side of every pair of Crocs. Crocs has introduced Niles, a six-foot-tall crocodile mascot inspired by the character that has appeared in the brand’s identity since its first shoes…...

3+ week, 5+ day ago   (238+ words) The image was quickly removed, but screenshots had already started circulating. Heineken could have quietly enjoyed the free exposure. Instead, the brand turned the accidental endorsement into a packaging idea. The concept was accompanied by a simple question in Portuguese:…...