Before I begin this article, all credit to Mr. Chandra Deep Mitra, faculty at Indian Institute of Management Calcutta for introducing us to this phenomenon. Most of the following examples have been taken from his lecture.
Back in 1915 Earl R. Dean, who was working at the Root Glass Company, was given a brief to design a bottle, which firstly could be recognized in the dark. And then, even if broken, a person could tell at first glance what it was.
The result was a, today ubiquitous, bottle sporting red & …

A lot has changed in advertising in the past decades. But one thing that continues to live on since the inception of advertising is ad slogans. We’ve all heard hundreds of them. And even after years, we won’t forget the ones that ‘clicked’ with us.
Marketers use ad slogans for a variety of reasons. The ad slogans can

Help a company state the main benefits of the brand or set it apart from competitors – Citibank: ‘The Citi never sleeps’
Be witty and memorable – Braniff Airlines: ‘When you got it, flaunt it’
Make …