How much does brand identity really matter?
A great idea isn’t enough.
Look at Enric Bernat, creator of Chupa Chups, initially envisioned a round candy like a soccer ball, but the analogy didn’t resonate with consumers. Even with the product in hand, Bernat struggled to communicate its value.
Through a trial-and-error process, he learned the importance of adapting the idea.
⏳ It took 2 years for the right name “Chupa Chups” and not GOL.
⏳ It took 10 years for the right logo, created by Salvador Dalí.
The takeaway?
Innovation grabs attention, but adapting and branding are what make it last.
