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Bad Design Can Kill a Brand

I am partial to the occasional glass of Drambuie but I could hardly believe my eyes when they launched their new bottle two or three years ago.

They replaced a classic bottle which jumped out from the shelves with a non-descript container that devalued the brand.

I was not in the room when the branding agency unveiled the new look but I'd bet my bottom dollar that words like contemporary, modern and chic were used.

Perhaps sick, which should be said with a Glasgow accent and pronounced seek, rather than chic would have been a better descriptor because Drambuie has now taken to hanging labels round the neck of its slim and sophisticated bottles.

What do the labels say - new bottle same unique recipe.

Sorry Drambuie, a new label is not going to fix the problem. It's like putting a plaster on a bullet wound.

Here's the real solution - revert back to the old bottle.

As brand creators, we need to be humble enough to admit we sometimes can't improve on the perfect.

Incidentally, if you find Drambuie a little sweet - add a splash of whisky and create a Rusty Nail. Yum!