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<p><div class="KonaFilter image-container float_right click-to-enlarge"><div class="image on-image"><a title_source="YouTube/Flow" title_caption="Tempest freerunner Jesse La Flair playing around LA." class="zoomin" href="http://static6.businessinsider.com/image/52d45a3e6da8113f33c79b52-960/parkour-thumb.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>YouTube/Flow</span></p><p class="caption">Tempest freerunner Jesse La Flair playing around LA.</p></div><p></p></div></p>
<p>KFC wanted a hip, exciting ad for its Go Cups snack line when it partnered with a famous parkour team.</p>
<p>Instead, the fast food chain removed the video from its campaign, and the team told its angry fans it was manipulated into participating in an advertisement for a brazenly unhealthy product.</p>
<p><span style="line-height: 1.5em;">The agency Draftfcb created the #HowDoYouKFC campaign to promote the relatively new </span><a href="http://www.businessinsider.com/kfc-releases-go-cups-2013-10">Go Cups</a><span style="line-height: 1.5em;"> line with shareable videos demonstrating the snack's portability. Some are meant to be relatable (</span><a href="https://www.youtube.com/watch?v=G57cLOmoSCI&amp;list=PLVe3u3tH4EZVuNKJoP0HV-xMHOOQ05K3E&amp;feature=c4-overview-vl">like this one with friends in a car</a><span style="line-height: 1.5em;">) and some are just for fun (</span><a href="https://www.youtube.com/watch?v=rO2I-r1CaGs&amp;list=PLVe3u3tH4EZVuNKJoP0HV-xMHOOQ05K3E&amp;feature=c4-overview-vl">like this one with a streetballer</a><span style="line-height: 1.5em;">).</span></p>
<p>One of the online ads in the latter category featured members of the <a href="http://tempestacademy.com/">Tempest Freerunning Academy</a>, an <a href="http://www.youtube.com/watch?v=1fouvwilGWc">elite parkour team</a> based in California and known throughout the world. It was posted in late December and removed in early January after causing a bit of a scandal in the parkour community.</p>
<p>In the video, two athletes flip and run with Go Cups in their hands, snacking in between moves. Freerunners around the world were generally unhappy with the endorsement, and took to social media to let the team know.</p>
<p>Draftfcb, representing KFC, removed the video from YouTube after just several days. <span style="line-height: 1.5em;">Tempest told its fans that the team demanded the ad be removed not because of the backlash, but because it felt it was tricked into having test footage become marketing. </span></p>
<p>Brian Orosco, a Team Tempest member and manager, told Business Insider in an email:</p>

<p>Draftfcb denies any deception was involved. An agency spokesperson told us that:</p>

<p>We saw the video when it was still online. Tempest members Luci Romberg and Dan Mast performed various moves while holding Go Cups and eating fried chicken and potato wedges after landing tricks. A dubstep soundtrack played throughout.</p>
<p>Parkour fans lambasted the video after it surfaced.</p>
<p>And though Tempest Academy is in Los Angeles, a large number of freerunners from Glasgow, Scotland took offense. For example:</p>
<blockquote class="twitter-tweet" lang="en">
<p>Our students who enjoy watching TeamTempest, we would like to say that you WILL NOT become athletes by eating KFC. They set a poor example.</p>
- Glasgow Parkour (@GlasgowParkour) <a href="https://twitter.com/GlasgowParkour/statuses/420209614303797248">January 6, 2014</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
<p>The Glasgow parkour community's KFC banter has been utterly hilarious.</p>
- Jonny Reed (@jonnyreed) <a href="https://twitter.com/jonnyreed/statuses/420692152516374529">January 7, 2014</a></blockquote>

<p>Tempest posted a statement to <a href="https://www.facebook.com/TempestFreerunning/posts/767656899929483?stream_ref=10">Facebook</a> on Jan. 6 after Draftfcb took the video down (it is a less direct version of the statement the team sent us). It currently has 136 "likes," but some fans were not satisfied and gave passionate responses:</p>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image"><a title_source="Facebook" title_caption="" class="zoomin" href="http://static3.businessinsider.com/image/52d467ddecad04615db245a2-960/kfc fb comment 1.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Facebook</span></p></div><p></p></div></div></p>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image"><a title_source="Facebook" title_caption="" class="zoomin" href="http://static2.businessinsider.com/image/52d467f16da811265dc79b4e-960/kfc fb comment 2.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Facebook</span></p></div><p></p></div></div></p>
<p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image"><a title_source="Facebook" title_caption="" class="zoomin" href="http://static3.businessinsider.com/image/52d4680fecad04785db245a0-960/kfc fb comment 3.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source"><span>Facebook</span></p></div><p></p></div></div></p>
<p>Draftfcb is happy with how the rest of the #HowDoYouKFC campaign has been going. Even other ads with athletes have been successful, like this one featuring motocross star Bryan Hudson. It's got almost half a million views and a largely positive response:</p>
<p></p>
<p>And here's a video of the Tempest Freerunning Academy freerunning through downtown LA, in case you wanted a better idea of they do:<span style="line-height: 1.5em;"> </span></p>
<p></p>

A Well-Known Parkour Team Claims KFC Tricked It Into Performing In A Ridiculous Ad

<ul class="summary-list"><li>If you plan to start 2024 off with a <a target="_blank" href="https://www.insider.com/food-and-drinks-to-buy-at-aldi-list-photos">grocery haul</a>, make sure to check your local store's hours.</li><li>Many stores operate on reduced hours on New Year's Eve and New Year's Day, while others  close entirely.</li></ul><p>If your New Year's resolution involves completely revamping your refrigerator with healthier options, you might be planning a big shopping haul to get ahead. Or perhaps your wallet is full of <a target="_blank" href="https://www.businessinsider.com/what-happens-to-all-those-unused-unspent-gift-cards-2023-12">gift cards</a> you're itching to spend.</p><p>Either way, if you're planning a <a target="_blank" href="https://www.businessinsider.com/holiday-christmas-shopping-americans-spending-more-gifts-this-year-2023-10">shopping spree</a> — or any sort of outing — over the holiday weekend, you might want to check this list. Some of your favorite stores might shift their hours to honor New Year's, while others are closing entirely.</p><p>Most of the information on this list was provided by RetailMeNot. It has been verified by <a target="_blank" href="https://www.retailmenot.com/blog/stores-open-on-new-years-day.html">Business Insider</a>.</p><h2><strong><br />What stores are closed on New Year's Day 2024?</strong></h2><div type="image" title="A photo of some people shopping in the produce section at Trader Joe's" height="739" width="1024" msid="106388875" hostid="261" sizebytes="150018"></div><ul><li><p>Aldi</p></li><li><p>Costco</p></li><li><p>FedEx</p></li><li><p>Government buildings</p></li><li><p>Most banks</p><ul><li><p>ATMs will remain in operation</p></li></ul></li><li><p>Sam's Club</p></li><li><p>Trader Joe's</p></li><li><p>UPS</p></li><li><p>United States Postal Service</p></li></ul><p>Many places open on New Year's Eve and New Year's Day might have adjusted hours. Double-check your local drugstore, supermarket, or restaurant hours before heading out. You can typically find a store's hours by calling or checking its website.</p><h2>What drugstores are open on New Year's Day?</h2><div type="image" title="A photo of a shopper and an employee in an aisle at a CVS pharmacy." height="2533" width="3800" msid="106388876" hostid="261" sizebytes="749640"></div><p><em>*Pharmacy hours might be limited.</em></p><ul><li><p>CVS</p></li><li><p>Rite Aid</p></li><li><p>Walgreens</p></li></ul><h2>What gas stations are open on New Year's Day?</h2><div type="image" title="A photo of outside a 7-Eleven." height="2200" width="3300" msid="106388877" hostid="261" sizebytes="525410"></div><ul><li><p>7-Eleven</p></li><li><p>Circle K</p></li><li><p>QuikTrip</p></li><li><p>Wawa</p></li></ul><h2>What grocery stores are open on New Year's Day?</h2><div type="image" title="A photo of a Publix parking lot" height="2533" width="3800" msid="106388878" hostid="261" sizebytes="862992"></div><p><em>*Pharmacies might be closed or open for limited hours.</em></p><ul><li><p>Albertsons</p></li><li><p>Cumberland Farms</p></li><li><p>Food Lion</p></li><li><p>H-E-B</p></li><li><p>Kroger</p></li><li><p>Publix</p></li><li><p>Safeway</p></li><li><p>Smart &amp; Final</p></li><li><p>Sprouts</p></li><li><p>The Fresh Market</p></li><li><p>Whole Foods</p></li></ul><h2>What retail stores are open on New Year's Day 2023?</h2><div type="image" title="The outside of a Barnes &amp; Noble." height="4237" width="6355" msid="106388879" hostid="261" sizebytes="2058792"></div><ul><li><p>Academy Sports + Outdoors</p></li><li><p>Barnes &amp; Noble</p></li><li><p>Best Buy</p></li><li><p>Big Lots</p></li><li><p>Dick's Sporting Goods</p></li><li><p>Dollar Tree</p></li><li><p>Hobby Lobby </p></li><li><p>Home Depot</p></li><li><p>Ikea</p></li><li><p>Kohl's</p></li><li><p>Lowe's</p></li><li><p>Macy's</p></li><li><p>Michaels</p></li><li><p>Office Depot &amp; OfficeMax</p></li><li><p>Petco</p></li><li><p>Petsmart</p></li><li><p>Target</p></li><li><p>Ulta</p></li><li><p>Walmart</p></li></ul><h2>What restaurants are open on New Year's Day?</h2><div type="image" title="A photo of the outside of an iHOP" height="3426" width="6090" msid="106388880" hostid="261" sizebytes="1576158"></div><ul><li><p>Chick-fil-A</p></li><li><p>Chili's</p></li><li><p>Denny's</p></li><li><p>Fogo de Chao</p></li><li><p>Hooters</p></li><li><p>IHOP</p></li><li><p>In-N-Out Burger</p></li><li><p>KFC</p></li><li><p>McDonald's</p></li><li><p>On The Border</p></li><li><p>Panda Express</p></li><li><p>Qdoba</p></li><li><p>Starbucks</p></li><li><p>Taco Bell</p></li><li><p>The Cheesecake Factory</p></li><li><p>Wendy's</p></li></ul>

Stores closed on New Year's Day 2024: Aldi, Costco, Trader Joe's, and more

<ul class="summary-list"><li>Costco, Aldi, Sam's Club, and Trader Joe's are among the stores closed on New Year's Day.</li><li>Chick-fil-A will be closed, as New Year's Day is on a Sunday and the chain doesn't operate Sundays.</li></ul><p>Shoppers will have many more options for stores and restaurants to visit on New Year's Day, compared to Christmas.</p><p>Many major retail chains that were closed on Christmas, such as Walmart and Target, will be open on January 1 for customers who want to ring in the new year with some retail therapy.</p><p>Most restaurant chains will also be open on New Year's Day. But if you want a spicy chicken sandwich from Chick-fil-A, you'll be out of luck: the chain is closed every Sunday, and New Year's Day falls on a Sunday in 2023. </p><p>And some stores, such as Costco, Trader Joe's, and Aldi, will be taking the first day of the new year off. </p><h2>What stores are closed on New Year's Day 2023?</h2><p><em>This information is provided by <a href="https://www.retailmenot.com/blog/stores-open-on-new-years-day.html">retailmenot.com</a> and has been verified by Insider.</em></p><div type="image" title="Sam's Club" height="3268" width="4362" msid="96631120" hostid="261" sizebytes="564884"></div><ul><li>ALDI</li><li>Costco</li><li>FedEx</li><li>Sam's Club</li><li>Trader Joe's</li><li>UPS</li></ul><h2>What stores are open on New Year's Day 2023?</h2><div type="image" title="Best Buy" height="759" width="1012" msid="96631122" hostid="261" sizebytes="79262"></div><ul><li>Academy Sports + Outdoors</li><li>Albertsons</li><li>Barnes &amp; Noble</li><li>Best Buy</li><li>CVS</li><li>Dick's Sporting Goods</li><li>Dollar Tree</li><li>H-E-B</li><li>Hobby Lobby</li><li>The Home Depot</li><li>IKEA</li><li>Kohl's</li><li>Kroger</li><li>Lowe's</li><li>Macy's</li><li>Michaels</li><li>Office Depot</li><li>Petco</li><li>Publix</li><li>Rite Aid</li><li>Sprouts</li><li>Target</li><li>Ulta</li><li>Walgreens</li><li>Walmart</li><li>Whole Foods</li></ul><h2>What restaurants are open on New Year's Day 2023?</h2><div type="image" title="chili's" height="750" width="1000" msid="96631124" hostid="261" sizebytes="103280"></div><ul><li>Burger King</li><li>Chili's</li><li>Chipotle</li><li>Denny's</li><li>Golden Corral</li><li>IHOP</li><li>KFC</li><li>McDonald's</li><li>Pizza Hut</li><li>Qdoba</li><li>Starbucks</li><li>Waffle House</li><li>Wendy's</li></ul>

Stores and restaurants closed on New Year's Day 2023: Costco, Trader Joe's, Chick-fil-A, and more

<ul class="summary-list"><li><keyword id="9178441" type="UNKNOWN" weightage="60" keywordseo="beyond-meat-stock">Beyond Meat stock</keyword> jumped as much as 16% on Thursday after getting a boost from <keyword id="295596" type="PERSON" weightage="60" keywordseo="Jim-Cramer">Jim Cramer</keyword>.</li><li>The "Mad Money" host said <keyword id="3169399" type="PERSON" weightage="60" keywordseo="Beyond-Meat">Beyond Meat</keyword> could be the next Reddit favorite due to its high <keyword id="8320391" type="UNKNOWN" weightage="60" keywordseo="short-interest">short interest</keyword> rate.</li><li>Despite Cramer's comments, Beyond Meat doesn't appear to be one of Reddit's top stocks, for now.</li></ul><p>Shares of <a href="https://markets.businessinsider.com/stocks/bynd-stock">Beyond Meat</a> jumped as much as 16% on Thursday after Jim Cramer said the stock could be a new target for Reddit day traders on CNBC's "Mad Money."</p><p>Cramer noted Beyond Meat's high short interest rate could draw in the Reddit crowd as it did in the past with <a href="https://markets.businessinsider.com/stocks/amc-stock">AMC</a>, <a href="https://markets.businessinsider.com/stocks/gme-stock">GameStop</a>, and others. 27% of outstanding Beyond Meat shares are currently sold short, according to data from S3 Partners.</p><p>Cramer <a href="https://twitter.com/jimcramer/status/1397916883270074371">took to Twitter</a> to continue his Beyond Meat discussion after the recent "Mad Money" segment.</p><p>"My friends and colleagues at Wall Street Bets are seeing the value of Beyond Meat. I can't tell if it is that large short position that attracts them or Ethan Brown, the CEO. But I think the respect that I am getting is much appreciated and I salute you," he wrote.</p><p>Despite the news from Cramer, the top comments on <a href="https://www.reddit.com/r/wallstreetbets/top/">Reddit's r/wallstreetbets</a> forum aren't related to Beyond Meat.</p><p>Data from HypeEquity also shows only a small uptick in comments about Beyond Meat with 5 more buy-related and 4 more sell-related comments than average.</p><div type="image" title="Hype Equity Beyond Meat" height="1555" width="2862" msid="83062125" hostid="261"></div><p>The list of top stocks mentioned on Reddit per tracking by Bank of America also doesn't include Beyond Meat.</p><p>Instead, BofA says the top stocks based on social media mentions include, AMC, GameStop, <a href="https://markets.businessinsider.com/stocks/spce-stock">Virgin Galactic</a>, <a href="https://markets.businessinsider.com/stocks/ath-stock">Athene Holding</a>, <a href="https://markets.businessinsider.com/stocks/plug-stock">Plug Power</a>, <a href="https://markets.businessinsider.com/stocks/am-stock">Antero Midstream</a>, <a href="https://markets.businessinsider.com/stocks/aso-stock">Academy Sports and Outdoors</a>, <a href="https://markets.businessinsider.com/stocks/clne-stock">Clean Energy Fuels</a>, and <a href="https://markets.businessinsider.com/stocks/si-stock">Silvergate Capital</a>, <a href="https://seekingalpha.com/news/3700739-beyond-meat-joins-gamestop-and-amc-on-favorite-meme-stocks-on-reddit">per Seeking Alpha.</a></p><p>There have been several comments about Beyond Meat on Reddit (<a href="https://www.reddit.com/r/wallstreetbets/comments/nm414o/daily_discussion_thread_for_may_27_2021/gzn0x6f/">1</a>, <a href="https://www.reddit.com/r/wallstreetbets/comments/nm414o/daily_discussion_thread_for_may_27_2021/gzn137v/">2</a>, <a href="https://www.reddit.com/r/wallstreetbetsOGs/comments/nm4vmc/daily_discussion_thread_may_27_2021/gzn194p/">3</a>, <a href="https://www.reddit.com/r/wallstreetbets/comments/nm414o/daily_discussion_thread_for_may_27_2021/gzn3gi4/">4</a>, <a href="https://www.reddit.com/r/wallstreetbets/comments/nm414o/daily_discussion_thread_for_may_27_2021/gzn2pj9/">5</a>), but unlike posts about AMC or Gamestop, they have few, if any, upvotes. And according to data from HypeEquity, "Cramer" was one of the most mentioned words in posts about the vegan meat stock.</p><p>In other Beyond Meat news, the company launched its first-ever value 6-pack of Beyond Burgers in Canada this week. The vegan burgers are set to be available at major grocery stores in the frozen section soon.</p><p>The company also continues to expand its partnership with KFC and other brands in China, to mostly <a href="https://www.thebeijinger.com/blog/2021/05/21/veg-jing-out-kakikopi-and-peach-hulu-unveil-vegan-menus-hutong-host-panel-chinas">favorable reviews.</a></p><p>Beyond Meat shares traded up 11.59% as of 11:24 a.m. ET on Thursday.</p><div type="image" title="Beyond Meat chart" height="655" width="827" msid="83062127" hostid="261"></div>

Beyond Meat jumps 16% after Jim Cramer says the stock could be the next target for Reddit traders

<ul><li><strong><keyword id="9025059" type="UNKNOWN" weightage="20" keywordseo="abhik-choudhury">Abhik Choudhury</keyword>, Chief strategist &amp; founder, Salt and Paper Consulting writes how brands colors are now both category and audience agnostic. </strong></li><li><strong>He further shares a few reasons behind this paradigm shift. </strong></li></ul><br />What do Volkswagen, Volvo, Tata, Ford and GM have in common? They all are reliable family cars with blue logos. How about KFC, McDonalds, Wendy’s, Pizza Hut and Burger King? They all are global fast food chains with either or both, red and yellow in their identities. And till about a decade ago, it was all fine and dandy till digital content clutter multiplied our brand exposure to a whopping 5000+ on an average day. And that meant the compelling need for acute differentiation over everything else. <br /><br />Let’s look at the topical industry of the year - EdTech. The whole industry came into being post digital burst. And in their identities, whilst catering to the same audiences their approach to <keyword id="9709248" type="UNKNOWN" weightage="20" keywordseo="brand-colors">brand colors</keyword> couldn’t have been more drastically contrasting. Byju, India’s second most valuable startup at $10Bn adorns a bright purple, something which experts used to put in the segment of richness and royalty. Udemy with its coral shade usually seen in lifestyle brands has intentionally moved away from its launch color of grass green. Coursera on the other end of the spectrum is safely engulfed in the reliable blue <em>(think sweet spot between the old and new Facebook color)</em>. And finally look at Khan Academy, a blend of sea green and ocean blue. <br /><br /><em>I would argue brands colors are now both category and audience agnostic. And there are four reasons for this major paradigm shift. </em><br /><br /><strong>The Differentiation Paradox: </strong>Of course the trained mind might argue the above example is just an anomaly so let’s go back to the automobile category we opened our discussion with to see this point through. In the last decade, the new electric car segment is slowly overpowering old heavyweights. What’s interesting though is as much as these shiny, new kids stand for the same brand promise of blending sleek style, sustainability and automation, their colors try to intentionally stay as apart as possible. Leading the pack Tesla shines in its signature passion red, Faraday Future graces the color of powerplay jet black, Fisker has famously named its brand colors California sunset <em>(orange) </em>and Pacific ocean <em>(blue)</em>, the Chinese born Byton decks a more luxurious grey and the adventure friendly Rivian chose orangish yellow. <br /><br />Superdry’s orange boasts of its fun and bold collection, Zara’s black promotes the high street range inspired by luxury fashion weeks. And why not, as the concept of brand colors needed to be synonymous with the “brand experience”. Now though, the audience is aware enough to know that just because Grab taxis are green, they don’t only move with an oil free, electric fleet. <br /><br />Honestly, as long as the story behind your choice of brand color is believable you can paint the canvas with whatever you wish for. Breaking the traditional need for popping colors, Unilever’s new age Talenti Gelato comes in a pure transparent identity to just focus on the product and cut the clutter in the ice cream shelf simultaneously. Ola, India’s answer to Uber uses an exclusive pear color something eponymous with sporty, not exactly a massy cab service using Wagon R &amp; Swift Dzire cars. But does it work? Quite brilliantly actually, the point of differentiation is well made and well reaped. <br /><br /><strong>The Niche Maze </strong><br /><br />Before the digital era, market penetration used to be mostly about what the masses demanded. And honestly rightfully so, for neither there was internet to measure the size of niche interests nor a way to get them delivered online to spurt segments scattered all over. And what it has resulted in is making colors more unisex, boldly unique and universally acceptable. Lyft’s Magenta and Dunzo’s Mint Green paves way for many more to come in the coming decade. <br /><br />Let’s try to understand the repercussions of not having niche colors. In the Indian media ecosystem look at the known brands Zee News, NDTV, ABP News, Republic, Aaj Tak, BBC Hindi, The Wire and Firspost ALL have red in their logos. Let’s forget for a second if all these brands have similar personalities, experience or values of the color red. Let’s rather say in 2021 you want to start a media corporation catering to millennials. Don’t you think a berry blue or sunshine yellow will give you a niche identity distinctively apart from all your industry peers and make the consumer immediately associate you with the color no matter on which medium it is used? <br /><br />Reliance Jio certainly would have considered it while starting to slowly move towards Persian blue from its bright red similar to core competitors Airtel and Vodafone. So would have AirBnB while choosing a coral shade over their old blue similar to Booking’s identity. <br /><br />    <div type="image" title="Color Logos Case" msid="77389917" hostid="261"></div><br /><strong>Content Overload:</strong> One of the most profitable industries inarguably today is the smartphone hub with over 1.5Bn average annual unit sales and still a long way in penetrating the global population. No matter where you are from, you can’t deflect from its plethora of content across platforms. Oppo and Vivo with their selfie camera positioning had planned a budget of INR 2200 crores for the Indian market to dwarf Samsung at its own game. Xiaomi, who finally did overthrow Samsung poured INR 3500 crores last year aiming at an even more aggressive advertising strategy. All pointing towards an inevitable content war subtly numbing the audiences to all headlines and creatives. And hence you see Xiaomi goes with a blazing orange, Oppo graces forest green, One Plus Christmas red, Google Pixel a more humbling grey to Apple’s black while Vivo goes for sailor blue. We aren’t talking about one off anomalies that used to happen in every category like Ferrari’s legendary lemon yellow backdrop whilst Audi, Mercedes, Toyota, Honda, Hyundai, Nissan, Jaguar &amp; Lexus all go with the same kind of logo in metallic elements on their cars. These smartphone examples are of all category leaders and none come close to the other’s color no matter how close their audience, personality and brand experience might be. <br /><br />Now one of the major brand identity tests is to create a fictional character with a rich personality to match with your corporation’s values, vision and heart. The catch is, it only works if your audience feels that metaphor coming alive too. Otherwise as you will agree, every horse breeder can sell a Unicorn. And with all due respect the 2020s audiences have evolved from all color tones <em>(and it’s kind of fair if not lovely)</em>. Now they are more interested and invested in what you actually do both with your offering and beyond it for the overall society. They know how to filter the frills from the flowers. <br /><br /><strong>Typography before color:</strong> The formula is minimal typography for maximum impact. Uber tweaked its logo element to a bolder no nonsense font of its name. Indian food delivery pioneers have removed their famous spoon and now just have Zomato written in a thicker and slightly curved style. The legendary Absolut Vodka which had a designer cursive line - ‘Country of Sweden’ in the logo itself has switched to just a navy blue Absolut enjoying the solitude. Visa has removed the card element last decade and even fired the fiery yellow edge to allow blue to engulf all of its typography on this one. Dominos have hit puberty late but by making the name come out of the inclined box they now demand complete attention. IHop, Dunkin... the list honestly keeps going on but the verdict is clear. Clarity of your name in the logo, something that can be read in a nanosecond during a digital post or banner is what works today. And when pure simplicity takes absolute precedent, intricate elements, three tone color schemes and parallel mascots take a backseat. <em>Bold is the new black and clarity is the new color. </em><br /><br />Millennials demand this world to stop seeing colors, at least without any preconceived prejudices. And if anything the creative industry should be elated with this transformation, one less box to fit into. Let the old labels make way for legacy. If only the world would start having bold brands who can make shirts for men and call it pink. Oh wait, we already do - Pink Shirtmaker, London owned by the Louis Vuitton group. <br /><br /><strong>By Abhik Choudhury, Chief strategist &amp; founder, Salt and Paper Consulting.</strong> He is also a visiting faculty of Market Research and Campaign Planning at <keyword id="9497386" type="COMPANY" weightage="20" keywordseo="the-indian-institute-of-mass-communication">the Indian Institute of Mass Communication</keyword>, New Delhi. You can reach him at abhik@saltandpaper.co. <br />

The relevance of brand colors are redundant, it’s all about differentiation

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Shutterstock/KieferPix</span></p></div><p></p></div></div>None of the 60 largest US corporations, offer the suggested amount of parental leave set forth by the American Academy of Pediatrics, a <a href="https://plus.nationbuilder.com/corporate">new report</a> finds.</p><p>The report was published by Parental Leave in the United States (PL+US), a nonprofit that advocates for mandatory federal leave policies in the US.</p><p>America is one of four countries around the world <span>- </span>and the only industrialized nation <span>-</span> that has no federal policy in place.</p><p>Only three states offer mandatory leave, including California, Rhode Island, and New Jersey, in addition to Washington D.C. In most cases, the responsibility of giving new parents time off is up to private businesses.</p><p>But none of the companies PL+US gathered data on offered the minimum <a href="http://www.npr.org/sections/health-shots/2016/10/10/497052014/a-pediatricians-view-of-paid-parental-leave">six months of parental leave</a> recommended by AAP president Dr. Bernard Dreyer. Only a handful - mostly consulting firms and banks - offered up to four months of leave.</p><p>Katie Bethell, founder and executive director of PL+US, says the absence of public policy on the issue keeps it from hitting most corporations' radar.</p><p>"Companies comply with the law," Bethell tells Business Insider.</p><p>If Verizon has a location in Sweden, the branch needs to comply with Sweden's generous leave policy of <a href="https://sweden.se/quickfact/parental-leave/">480 days</a> split between both parents. No such law exists in the US, so Verizon has no direct incentive to match Sweden's or any other country's policy. Instead, it has chosen to offer new moms two weeks of paid leave and nothing for fathers.</p><p>And so it goes with the companies on PL+US' list that offer as much leave as Verizon or even less. These include Lowe's, Darden Restaurants, Infosys Limited, and the various Yum! brands, which include KFC, Taco Bell, and Pizza Hut. According to PL+US, more than half of the top 60 companies either had no policy or refused to disclose their paid-leave policy.</p><p>Keeping new parents in the cubicles might actually be the wrong approach if profit is the goal. Research <a href="http://www.businessinsider.com/scientific-proof-paid-parental-leave-is-good-for-everyone">has repeatedly found</a> that strong parent leave policies benefit companies more in the long run than no or little leave. In general, companies with paid leave see less turnover and have happier, more productive employees.</p><p>"Paid maternity leave is good for mothers, families and business," YouTube CEO Susan Wojcicki <a href="http://www.wsj.com/articles/susan-wojcicki-paid-maternity-leave-is-good-for-business-1418773756">wrote</a> in a 2014 Wall Street Journal op-ed. "America should have the good sense to join nearly every other country in providing it."</p><p>Bethell is optimistic that corporate America is moving in that direction.</p><p>She sees the rising generation of entrepreneurs as being more family-focused than generations prior. A growing number <a href="http://www.theatlantic.com/business/archive/2016/03/tech-paid-paternity-leave/473922/">of large tech companies</a> have started granting upward of 20 weeks or more to new parents, fathers included. In 2015, <a href="http://www.theatlantic.com/business/archive/2015/08/netflix-parental-leave/400541/">Netflix</a> even began offering a full year.</p><p>"Smart, modern companies know that they need to have fantastic family leave benefits," she says. "We see that already in the increase momentum in adopting policies."</p><p>That may be the biggest bright spot in the PL+US report: Of the 29 companies with leave policies, eight of them have expanded within the last year. The rest may be forced to follow suit, as President-elect Donald Trump <a href="https://www.washingtonpost.com/news/wonk/wp/2016/09/20/donald-trumps-new-paid-maternity-leave-plan-might-exclude-single-mothers/?utm_term=.2f2a98c49411">has proposed</a> a mandatory federal leave policy that would guarantee new mothers six weeks off.</p><p>The new policies would still put the US program far behind those of other industrialized countries, but it would at least mark a step forward on an issue that has stayed stagnant for so long.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/donald-trump-ford-factory-mexico-us-louisville-kentucky-assembly-lincoln-2016-11">Trump said he prevented a Ford factory from leaving the US - but the company says the move was never planned</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="J3MHJvNzE6fxnFj_lloyp1iFPtNCE5yy" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

America's 60 largest companies all fail to provide the recommended amount of parental leave

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>MOSCOW (AP) - Two of Russia's best-known movie directors are aiming to create a chain of fast-food restaurants that would be an alternative to Western-style operations such as McDonald's.</p><p>The move by Nikita Mikhalkov and Andrei Konchalovsky, who are brothers, comes amid growing animosity toward the West, especially the United States, over the conflict in Ukraine. But even before those tensions emerged, many Russians watched uneasily as Western fast-food outlets spread vigorously.</p><p>Mikhalkov and Konchalovsky proposed the project, called "Eat at Home," in a letter to President Vladimir Putin last month that said the goal was "the creation of an alternative to Western fast-food chains," the newspaper Kommersant reported.</p><p>The business news agency RBC reported Thursday that the government will back a bank loan of 680 million rubles ($13 million) for the project.</p><p>Mikhalkov gained <keyword id="6356001" type="COMPANY" weightage="60" keywordseo="international">international</keyword> recognition with the 1994 film "Burnt by the Sun," which won the 1994 Academy Award for best foreign film. In recent years he has been a vocal supporter of Putin.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><span style="line-height: 1.5em;">Konchalovsky spent years in the United States and his Hollywood films include "Tango and Cash."</span></p><p>They are sons of Sergei Mikhalkov, who wrote both the lyrics for the Soviet national anthem, and for the Russian national anthem when the Soviet-era music was restored in 2001.</p><p>As tensions with the United States grew in the Ukraine crisis, several McDonald's outlets were temporarily closed on the grounds of health violations, including the vast unit on Moscow's Pushkin Square that had been a huge sensation when it was the first of the company's restaurants in the Soviet Union.</p><p>After the USSR's collapse, many other Western fast-food chains entered the Russian market, aiming to tap pent-up consumer demand. Although some local chains have established strong operations, foreign chains such as KFC, Burger King and Cinnabon are widespread in shopping-center food courts.</p><p>Konchalovsky said the idea of starting a fast-food chain had been percolating in his mind for years, but that the Western sanctions imposed against Russia over Ukraine solidified his concept.</p><p>However, he denied suggestions that the chain aimed to supplant Western fast food.</p><p>"We don't intend to ruin anyone," he said, according to the RIA Novosti news agency. "That would be the same as fighting with Hollywood, fighting with McDonald's."</p><p>McDonald's operation in Russia regarded the plans with outward equanimity.</p><p>"There's big potential in the food market in our country. And it's good that more choices will appear for people," the Tass news agency quoted a McDonald's spokesperson as saying.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/what-earth-would-look-like-if-ice-melted-world-map-animation-2015-2">Animated map of what Earth would look like if all the ice melted</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5xam5iczrSx4Ibx8MvarDsu3zOG88omE" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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