Ingredient branding, or finding your Nemo (Landor Perspectives 2011)

Martin Bishop

Ingredient branding means giving a component of a product its own brand identity, which can be useful when looking for a point of differentiation.

Ingredient branding, or finding your Nemo (Landor Perspectives 2011)

Martin BishopLandor

Ever since the massive success of the Intel Inside initiative, the power and potential of ingredient branding has been well understood.1As the name implies, ingredient branding means giving a component of a product its own brand identity. It can be a tantalizing proposition for those looking for new ways to differentiate. But ingredient branding is full of hidden dangers and often doesn't deliver the expected results. To understand some of these dangers, let's take a look at the animal kingdom and see what we can learn...

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