A house of brands is like a family, each needs a role and a relationship to others."
- Jeffrey Sinclair, Brand Strategist

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Well done if you do.
But have you ever wondered how and why the recycling symbol was created.
It was designed in 1970 by Gary Anderson as an entry into a design competition.

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We first learned to satisfy consumers’ needs. Then we realised more was
needed so we strived to delight consumers. Now that too is not enough ...
... consumers need to love the brand.
Saatchi & Saatchi researched “What makes some brands inspirational,
while others struggle?”
They came up with the answer:
Lovemarks: the future beyond brands
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In April 1985 New Coke was introduced in the US
after blind taste tests showed
that American consumers overwhelmingly preferred its taste.
The launch was a disaster
as consumers rejected the new product's taste
once it was presented in Coca-Cola's packaging

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If you have ever looked at the bottom of a plastic bottle
you may have noticed the triangle symbol with a number in it.
This symbol is important to plastic recyclers to identify
the type of plastic of the packaging.
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Home | New Coke
New Coke

In 1985, The Coca-Cola Company's share lead over its chief competitor Pepsi, in its flagship market, with its flagship product, had been slowly slipping for 15 consecutive years. In what was then a lethargic cola category, consumer preference and awareness for Coca-Cola was dipping. It was decided to change the fabled secret formula for Coca-Cola and to adopt a formula preferred in taste tests of nearly 200,000 consumers. What these tests didn't show, of course, was the bond consumers felt with their Coca-Cola -- something they didn't want anyone, including The Coca-Cola Company, tampering with.

New Coke was introduced on April 23, 1985. Production of the original formulation ended that same week. The American public's reaction to the change was negative and the new cola was a major marketing failure.

Company headquarters in Atlanta started receiving letters expressing anger or deep disappointment. Over 400,000 calls and letters were received by the company, including one letter that was addressed to "Chief Dodo, The Coca-Cola Company". Another letter asked for his autograph, as the signature of "one of the dumbest executives in American business history" would likely become valuable in the future. The company hotline, 1-800-GET-COKE, received 1,500 calls a day compared to 400 before the change. A psychiatrist Coke hired to listen in on calls told executives some people sounded as if they were discussing the death of a family member.

Coca-Cola executives announced the return of the original formula on July 10, less than three months after New Coke's introduction

The reintroduction of Coke's original formula, re-branded as "Coca-Cola Classic", resulted in a significant gain in sales, leading to speculation that the introduction of the New Coke formula was just a marketing ploy.

This "marketing blunder of the century" changed forever The Coca-Cola Company's thinking and the way marketers perceived brands. It was now realised that brands no longer belonged to the manufacturers but to the consumers.