Brand designers need the ‘patter of a snake oil salesman’

Once upon a time, the creative community discovered ‘branding’. Great, bring on the fat fees, compliant clients and mesmerised customers. All you needed was the patter of a snake oil salesman and – voilà.


Here’s a gem: ‘For your information. As part of our commitment to improve the presentation of Brand X, we have enhanced the pack design of your favourite brand. This change has not affected the quality or flavour of the product, which continue to be the same Brand X that you previously enjoyed.’


And…? Are they serious? Or am I missing something?


If this is how designers earn a living these days, I’m glad I don’t ‘do’ branding anymore.


Anthony Nelthorpe, Retired designer, North Lincolnshire

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