Firms have been urged to concentrate on their products' branding in the midst of a possible recession by one marketing company.

Doug James, founder and managing director of Honey Creative, claimed that it is particularly important for brands to "stand out in a crowd" during the current financial climate.

He added that customers tend to notice changes in a firm's offline and internet marketing strategies.

"A brand refresh means that now that customers are used to a company's colour palette and the shape and the form of the company's branding and typography," Mr James explained.

The rallying call follows Heinz's decision to drop the word 'baked' from its famed Heinz Baked Beanz product.

Set to go on sale throughout this month, the new typography will read 'Heinz Beanz'.

The news comes as Heinz was recognised for its internet marketing strategy and web design, coming fourth in UK PR company Kaizo's top online food brands list.

Research revealed that Danone was the top online brand, followed by Hovis and Kelloggs.

Should online companies go as far as redesigning their website in a brand overhaul?

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