Retail Branding

• Some brands change their names in different countries because of language issues, legal conflicts, or other more specific factors. The Good Humor brand, for example, has more than 20 name variants around the world, yet its visual identity remains consistent throughout. Learn how and why companies make these adjustments at



• One of the tiniest and oldest branding tools around is the fruit sticker. Farmers and exporters learned as early as the 1920s that branding an orange by wrapping it in colored or printed tissue and affixing it with a sticker meant that they sold more fruit.


A recent museum exhibit in Madrid celebrates more 300 Spanish brands and their stickers, many of which are works of art. (Visual from Fast Company.)

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