Waiter, There's Pseudo-Science in My Soup

Campbell's chooses "neuromarketing" over consumer feedback in rebranding its iconic soup cans.

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It's the last thing a designer expects to hear from a client: "Can you make our logo smaller?" But that's exactly what Campbell's has just done. One of the most iconic brands on the shelves, immortalized by Warhol, synonymous with soup, is shrinking its logo. Why? It's neuroscience, stupid.

The Wall Street Journal reports that Campbell's has just unveiled a rebrand of its canned soups, spurred by...