"There certainly have been examples of shapes becoming closely connected with consumer brands," Lee said, "whether it’s the triangular shape of the Nabisco logo or the circular blue 'barrelhead' emblem at Pillsbury. The likelihood of corporate disputes over brand marks increases," she said, "when companies are competing for the same customers." For health care groups, the bottom line is that they are facing more pressure to develop logos and broader marketing campaigns that are distinctive. "If you pull up most logos in health care, you’ll see a lot of the color blue,” Lee said. “Now we’re adding some color and some passion that connects with consumers and patients.”
- Terri Lee on the importance of distinctive branding, Star Tribune
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