“The logo is not branding.” That’s the first mistake many marketing companies make.

Branding adds emotional value to a product by building a story that clearly illustrates the brand’s benefits. The Cherry Blossom shoe polish branding approach brought “FUN,” through Charlie Chaplin, to what could otherwise be a boring shoe polish category.

This enhances brand communication and builds a competitive edge.

The relaunch of the Cherry Blossom brand needed to communicate its Extra Rich Wax Formula, ultimately highlighting the product benefit and delivering greater value to the customer.