hat is common to Hutch, Parle Agro, Bank of Baroda, Kinetic, Bajaj Auto, Dabur, Reliance, Nerolac, and Bisleri? All of them have played with colour in their logo, one way or another.

Does a change in colours mean a change in fortunes for a brand? Not necessarily, but colours do work as differentiators. To what extent can a brand go in for a credible makeover? And even if these brands have worked, have people really experienced a change in the brand? What else accompanies a change in colours?... more