A look at the brand marketing and design stories that caught our attention this week, with an eye on what's important, not just what's next:

Absence makes the heart grow fonder. AdAge explores how marketers are using limited-time products, think Mallomars and Pepsi "throwback" cans, to stand out against the competition.

The "orange juice wars" wage on. For the second time in two years, PepsiCo redesigns its Tropicana Pure Premium packaging - replacing the 59oz cardboard cartons with clear plastic carafes. Read more here.

Branding advice, in just three words. A valuable formula for successful branding - Unify. Simplify. Amplify. - and the brands that do it best.

The value of simplicity. According to a new survey by branding consultant Siegel + Gale, consumers are willing to pay a premium price for brands that offer a greater degree of simplicity. Details here.