Changing a brand mark is not only a costly endeavor, but also one that can change your relationship with customers, key stakeholders and the general public dramatically, for the better or for the worse. So, it goes without saying that changing your brand has to be a strategic decision, rather than a reactionary one — but, how do you know when it’s time?
“Inspire Me, Now!”
Polish IA guru Szymon Blaszczyk has a fantastic Tumblog of Imagery. Not much commentary, just marvelous items to spark creativity, discussion and wonder.
Let’s face it, change can be scary.
Especially when it comes to a company’s brand mark. It is the single most visible aspect of a brand. It appears on everything — stationery, signage, marketing collateral, packaging, websites and more.
One of the single biggest concerns about changing a brand mark is the impact the change will have on existing brand equity. Make no mistake about it, changing a company’s brand mark will most definitely have an impact on brand equity. But that’s the point really, because the motivation behind a well thought-out and expertly executed brand mark update or change is to build brand equity.
Corporate Social Responsibility (CSR) is a corporation’s commitment to behave ethically and contribute to the society at large. It extends beyond the statutory obligations and sees organizations voluntarily taking steps to improve the quality of life for employees, their families and society.
Today, it’s not unusual for a company to have one or multiple CSR programs and initiatives. So, the question is not whether or not a company should have one, but rather what do their customers expect from these programs and are their CSR initiatives really credible?
When creating a strategic marketing campaign to celebrate a brand’s milestone, the power of the anniversary’s meaning is what matters most. It shouldn’t be just a reason to celebrate.
What are the steps to developing a successful campaign? Is it enough to add a “Celebrating 25 years” silver embossed label to everything distributed to customers during that 12-month time period?
I say no. Well, yes, go ahead and make the logo, but don’t let it be your entire campaign strategy. Celebrating a meaningful milestone must start with a strategy that encompasses a brand’s external and internal audiences.
I am always torn between total fascination (tinged with a wee bit of envy) and complete irritation when I run across websites that have very unique or unusual navigation schemes. This website, from Normann Design in Copenhagen, skitters along that knife edge of wonderful/irritating. The glorious design and products tip me over into the happy side.
I couldn’t agree more with Karen Sams recent blog about online pressrooms. She essentially said that putting critical, time sensitive information online so that journalists, who depend on the information, can access it easily is crucial. A business doesn’t lose anything by creating a press room –it still controls the strategy and messaging of its news and information — but it gains a lot. The positives of online media sites are: repetitive visits from journalists and editors — which ensures how your message is delivered, since you are providing the content — from the perspective of online vs. print and mail, a cost savings.
The Victoria and Albert Museum offers a fantastic resource for unusual object imagery. There’s plenty of diversity, ranging from antiques and objets d’art to current trends in fashion, furniture and retail. Some of the images are so incredibly odd, I can hardly believe my eyes.
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