Color: The Under-leveraged Motivator of Brand Choice
How to maximize color as a strategic marketing weapon
Tom Chapman,Rosetta Marketing Strategies Group
Packaged goods marketers may have invented modern marketing. But when it comes to color, these marketing decision-makers often do not fully capitalize on color as a central force in driving profitable sales. In fact, they often treat color as an executional afterthought rather than as a key part of the marketing mix.
The challenge is to convince decision-makers like these that color is a hidden yet highly powerful source of competitive advantage.
To answer this challenge, let me...