The work on perceptual gaps serves to create alignment between a brand name and the product it represents. When name and product speak the same perceptual language, the brand appears more coherent. And coherence is what makes an identity recognizable. When they instead move in opposite directions, a tension emerges, one that begins to weaken that identity.
Now let’s analyze the name of the soft drink Gold Spot, a highly popular Indian soda from the 1970s to the 1990s. It was an orange-flavoured beverage similar to Fanta. The brand was acquired by The Coca-Cola Company in the 1990s, during its acquisition of several Indian brands, and was later discontinued.
1. Stillness vs Movement: the strongest perceptual gap
Gold Spot
- something displayed
- framed inside a composition
- localized
- illuminated
Carbonated drink
- expands
- fizzes
- moves
- releases itself
2. Preciousness vs Immediate Consumption
Gold
- value
- something to preserve
- elegance
- a curated object
Soft drink
- quick consumption
- impulse
- everydayness
- lightness
3. Contemplation vs Stimulation
Gold Spot
- to observe
- to look at
- to highlight
- to illuminate
Carbonated drink
- to activate
- to refresh
- to stimulate
- to energize
4. Framing vs Diffusion: a structure in conflict
Spot
- defines boundaries
- focuses attention
- closes something into a single point
Gas
- spreads
- invades space
- diffuses