January, 2012

Jan 12

Branding vs Activation

Branding and retail are closely linked, as it’s most often in the shop the consumer meets the brand/product.

How to balance brand and activation is an intricate matter. This visual I found on kissmetrics.com helps a lot though.


Kissmetrics color-psychology

Jan 12

Deal vs Brand

Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand. David Ogilvy

Jan 12

Best Taglines According to Forbes

Forbes Magazine have done a ranking of the best-ever taglines. It’s quite interesting as one can see that some of the taglines are quite old. If you want to read the full story use the link.
A company can live without a tagline, but if it can formulate a unique and relevant one, the tagline will help it stick to it’s vision. As the question -what are we? already is answered the company can focus on doing business instead. The position and direction is set and that makes it a whole lot easier to make the right decisions at the right time.

Top ten taglines:

  1. The Ultimate Driving Machine – BMW (Ammirati & Puris, 1971)
  2. Just Do It – Nike (Wieden + Kennedy, 1988)
  3. Don’t Leave Home Without It – American Express (Ogilvy & Mather, 1975)
  4. We Try Harder – Avis (Doyle Dane Bernbach, 1963)
  5. Got Milk? – California Milk Processor Board (Goodby, Silverstein & Partners, 1993)
  6. There Are Some Things Money Can’t Buy. For Everything Else, There’s MasterCard. – MasterCard (McCann Erickson, 1997)
  7. Think Different – Apple (Chiat/Day, 1997)
  8. The Few. The Proud. The Marines. – U.S. Marines (J. Walter Thompson, 1976)
  9. You Deserve a Break Today – McDonald’s (Needham, Harper & Steers, 1971)
  10. A Diamond is Forever – DeBeers (N.W. Ayer & Son, 1944)

Jan 12

Brand Questions to Ask

Branding as a word is widely interpreted… Many think that a logo and branding are synonymous. A logo and company identity is not the brand. If it’s rightly done it reflects the brand.

Many branding efforts fail because the right questions aren’t asked. Instead of the typical logo question, how it should look, branding begins with other questions:

  1. Who is the company?
  2. What makes it great?
  3. Who are your target audiences?
  4. How can you connect emotionally with your audience?
  5. What ‘mental real estate’ is your own?
  6. Where will the company be in 5/10/20 years?

These questions goes well beyond the colour and typeface of a logo. They go a long way to defining the company and product. With this definition, decisions about identity, marketing and advertising strategy will be to the point.

With the right questions asked your branding process will make your business grow.

Jan 12

Product vs Brand

‘Products are made in the factory, but brands are created in the mind.’ - Walter Landor

This is a very good quote on what actually differs a product from a brand. -Is it a pen or is it a Montblanc?

Jan 12

Gap Logo Chaos 3/3

In the wake of 6th October 2010 soft launch of Gap’s new logo the design community went hay wire. For example a blogger called Alex organized a contest that was claimed to be completely independent from Gap. http://blog.iso50.com/20224/gap-redesign-contest/ This was followed by many more and by Gaps own crowd sourcing.

The logo war continued for 6 six days only and ended with Gap’s retreat to the old logo. This was publicly labeled as the company’s defeat and the community’s victory.

By declaring the battle lost, Gap gave the customers back their logo. This might make them take a lager emotional stake in the Gap brand, as it’s now even more their Gap, than it was before.

It’s a common mistake to think that to reposition a brand one only needs to change the logo. -The product positioning needs to come first, then the logo should be the last thing. (quote Craig Smith BBC News Magazine). There is no shortcuts to a brand’s evolution…