These sketches from Mehmet Gozetlik on the power of iconic brands remind us how the Internet killed old supermarket myths

Mehmet Gozetlik evian Mehmet Gozetlik guinness Mehmet Gozetlik m&ms Mehmet Gozetlik tabasco

It’s funny how the work of graphic designer Mehmet Gozetlik demonstrates the power of brand properties through these examples of « iconicization » of brands.

The less decorum, the more powerful brands are.

As we already mentioned here, there’s a thing with iconic brands, especially FMCGs. Because it has to be picked in half a second among shelves, their shape, color and shadow are key, therefore tolerate deconstruction.

It also alludes to the most powerful marketing tool ever invented: the packaging. Obvious yet sometimes forgotten among these days of « conversational marketing » and blind belief in too much rationality.

Here’s a good example of the overused « the medium is the message » quote. Since advertisers consider people are growing more mature regarding marketing, they embraces new environments where choice is made more rationally: price comparison tools, e-commerce or low-end supermarkets (low-cost lost momentum during the past few years but it remember that it took 15% of the French retailing marketing in 20 years). Now, look back to the Internet -the medium, following McLuhan idea – and try to picture the effect it has on consumer’s views.

How come people grew more mature? Because of the Internet of because of brands playing the game? As for the packaging growing more and more meaningless on the Internet (for bad reasons, don’t get me wrong), it was once crucial in supermarkets.

The medium is the message.

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