- New Kraft Logo
Kraft Foods is undergoing a transformation as part of its turnaround efforts. Last week, the company unveiled some new ingredients to its corporate recipe – a redefined purpose, values, a new corporate tag line and a new corporate logo.
The branding jackals have already come out in criticism of the new positioning and, in particular, the new corporate logo.
I, for one, like “Make Today Delicious”… To me, this line passes the brand litmus test of simplicity.
Food company = Delicious. If you are a global food company, delicious is a highly desired association, isn’t it?
The best brand positions are stripped down to an essential idea, and I think Kraft has done a good job narrowing in on theirs.
I’d be interested in learning how Kraft is driving the brand internally, but one senses that they have taken to heart the importance of branding from the inside out. They refer to the brand as a rallying point for the organization and a driver of a high-performing culture. Certainly, “Make Today Delicious” lends itself well to an internal branding effort as it’s got that go-do-it, we’re-on-a-mission feel to it.
On the corporate logo, I have to agree with the critics that Kraft has packed in too many elements. I like a lot of the ideas though, such as the smile to represent reaction to delicious foods. Still, that’s one busy logo with so many elements. Of course, do consumers, employees and others really care? I don’t think they will be studying and dissecting the logo nearly as closely as students of brands, branding and brand design.
I always choose Kraft products. Why? I trust the brand. I feel like if it’s Kraft, I can feel good about my choice… I can feel assured that I’m getting a quality product. Some of the generic alternatives are less expensive and I might not taste the difference in a blind cheese test… but I still choose Kraft and pay more every time. It’s funny the way we’re programmed.
Do you think Kraft’s branding direction is delicious?
