How does a person catch a break on cash these days? I would imagine we are all thinking about ways that we can make an extra buck, given our economic situation and the fast-approaching holiday.

Maybe you should set up a lemonade stand. Imagine the looks from coworkers passing by your desk as they notice your newly decorated office space with a wooden stand, a pitcher of lemonade and some plastic cups neatly stacked beside it. That would be kind of silly, wouldn’t it?

But seriously, there is a website called Lemonade.com, where you can set up your own “lemonade stand” and promote products that you like and make money when people buy those products. Crazy!

In essence, it is just like an old-fashioned lemonade stand; you can make money by selling products that someone else has made and you don’t have to spend a dime. Remember, your parents probably bought and made the lemonade that you gave away to people for a small fee that went directly into your savings account.

You get to name your stand and give it a custom look, choose products to recommend and an offer from your favorite retailer to put in your lemonade stand. Then put it on Facebook, your personal profile or blogs. When your friends visit your site they may purchase those items. If they do, then you make a commission.

E-commerce. It seems easy. Maybe I will give it a try.

In prosperous times, a company’s anniversary is celebrated with lavish events, tchokies and the addition of a numeric icon to the logo. But in a troubled economy, a company’s anniversary can, and I argue should, take on a new meaning. It no longer is just a reason to celebrate but a way to create a sense of confidence in the company. This confidence is comforting to both employees and customers, instilling a sense of loyalty that is even more important in down times.

The other day, I heard a radio ad celebrating the 60th anniversary of Schneiderman’s Furniture. They aren’t having a blowout sale. Instead, they used their ad dollars to explain their humble beginnings and the evolution that has taken place over the last 60 years. They credited their dedicated employees for superior customer service and thanked their customers for decades of patronage.

Even in today’s economy, this heartfelt message hit me harder than a 50% off sale would have. I mentally compared them to my perceptions of the national furniture chains and felt a sudden connection with the local company. In an era when big box stores are filing chapter 11 and gift cards are being rendered useless, knowing that they have been around for the last 60 years makes me feel confident that they are dedicated to being here for the next 60.

So while budgets are cut, don’t automatically write-off the importance of celebrating your anniversary. If positioned appropriately for today’s economic climate, it can go a long way towards instilling confidence with your employees and customers. With any luck they will return the warm feelings with a sense of loyalty that will see you through the hard times.

The Internet has created a world-wide audience, a global appreciation for digital design. With powerful software, graphic designers can quickly make changes, allowing for seemingly endless creative possibilities. All these “bells and whistles” have to be used with restraint of course, with regard given to the basic elements and amount of time it takes to do good design.

I’m grateful for the many opportunities and ever-evolving career I’ve had at Go East, and to Ric and Tim, who have always looked ahead and provided the training and technology necessary to be successful in the graphic design industry.

When you open the doors on that first day of business, you tend to think about the next day much more than 10, 20 or even 50 years down the road. But before you know it, you are celebrating milestones of success.

There are many reasons to celebrate an anniversary: to let your clients and prospects know of your sustainability in business, to strengthen your company’s brand and to attract new clients. However, there is one reason that stands out for me — to thank those employees that have helped your business succeed.

Every principal of an organization understands the value of a good employee. During the decades, you see them come and go, and in one way or another, every one of them has helped shape your business into what it is today.

Go East has seen a lot of changes over the past 20 years, but the company has successfully retained its warm personality and appeal because of its employees. And that’s a trait worth celebrating.

When a company has been around for a while, inevitably someone says, “We should do a timeline.” And before you know it, one has been thrown together and tossed up on the corporate website — often without imagery or relevant content or any type of interactive functionality.

This, of course, begs the question “what is the real purpose of a timeline?”

I’m here to tell you that timelines can make a difference for your company’s brand and possibly even the financial bottom line.

So, next question, what’s the best approach?

Let’s start with discussing the medium for your timeline. It used to be that corporations published books documenting their history. This may still be popular for some, but from an investment point of view, creating an interactive timeline for your website seems much more logical. There is likely an upfront investment, but if planned ahead of time, it can be easily updated as new milestones are added to your corporation’s history.

The other benefit of an interactive timeline is that you have the opportunity to reach a broader audience 24/7. It’s up to YOU to make books available to a chosen audience, while an interactive timeline on your website allows your potential customers to come to you.

Some may wonder what meaning their brand’s heritage has to today’s customers. That depends on who your customers are, but don’t be quick to write off any audience demographic. Research suggests that even among the Millennials, a brand’s heritage is very important –- if it’s relevant to their needs.  That can sum up any audience, for that matter. And furthermore, with today’s economic uncertainties, timelines can reassure your employees, investors and customers. It proves that you have and can continue to survive the test of time.

And that brings me to my next point: defining what’s relevant for your external audiences. Let’s face it, goofy photos from your annual holiday party may be hilarious to your employees, but probably not appropriate for your customers. So, what is relevant? It’s actually quite simple: showcase your successes, challenges and even lessons because it points a path to the future.

The design and the level of functionality of your timeline will communicate your company’s mission/vision/values –- presenting the core of who you are to your customers. And, the timeline itself is a great marketing tool because it subtly conveys your most important messages.

Corporate timelines have been around as long as corporations themselves. There’s a certain pride in documenting accomplishments, apparently. But putting pride aside, there are lots of good reasons to make the investment, not the least of which is building your brand. 

Traditional design processes dictate that logo design be undertaken in a pure, pared-down visual form — creating a logo in black and white. I was taught to design identities in black on white to ensure the mark communicated successfully at its core.  Traditional thinking has it that the mark has to work in black and white first. Also, clients may be unduly swayed to or from a logo if we showed them initial designs in color. If a client hates orange, then that logo, which might be the best at communicating the personality of their brand, has died an early, perhaps unnecessary, death. So, at Go East we continue to start all identity projects working with black on white.

However, I am beginning to question the wisdom of this approach.

Forty years ago, when identity design processes were taking shape, television and film may have featured a company’s logo, but primarily logos were designed for print. Today, digital media is stealing the eyeballs of consumers and businesses, and a logo must leverage the advantages of online media.

Also, a logo — as the visual embodiment of the brand’s identity — had better convey credibility, especially online.

Bill Haig, on Brandweek, found that “a logo that conveys credibility will increase conversion rates over four times compared to those that consumers do not consider credible.” He finds that the logo carries the weight of a brand’s trustworthiness and expertise. Hence, conveying credibility online had better be a key component of the design process and something that we consider at the onset for any identity project.

I am not suggesting all logos spin, but perhaps we ought to begin designing for online at the onset. Designing in black and white is inherently limiting and is too limiting for today’s rich media. Letting go of black and white and embracing RGB earlier in the creative process will incorporate a new level of depth, flexibility and expansiveness to identity design and really create logos that instantly convey the credibility a brand needs in the digital space.

Five companies updated their brand marks. Take our quick poll to weigh in on which you think is the most successful update.

Oh my. Sometimes I find it very funny when you get a request to use a “Real World” metaphor for a software application or website. Here’s a great interpretation of what Photoshop would look like if it really was made up of scissors, tape, paint brushes and rulers …

It’s been a little over a year since Apple released the iPhone. I still don’t have one, nor do I want or see the need to have one (it’s just not practical for me and I’m not that plugged-in). I always thought I was that person though, the one who had to run out and get the latest, greatest, newest gadget to hit the market.

Now that I’m a little older, I realize I wasn’t that person.

When I got my first iPod I thought I was the coolest, but it was the 3rd Gen iPod. That’s two generations after the initial iPod! None of my friends had one yet, but I was already behind in getting the latest, greatest, newest gadget. That got me thinking, what type of consumer am I? An innovator, early adopter or something else?

According to Everett Rogers’ The Diffusion of Innovations Theory, consumers adopt technology based on a number of things including social status and education and can be categorized as:

• Innovators – venturesome, educated, multiple info sources
• Early Adopters – social leaders, popular, educated
• Early Majority – deliberate, many informal social contacts
• Late Majority – skeptical, traditional, lower socio-economic status
• Laggards – neighbors and friends are main sources of info, lower education, fear of debt

And can be visualized in the traditional bell shaped curve:

Rogers breaks the adoption cycle into five stages:

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption

So what does this mean for me? After examining Roger’s theories and his analysis of diffusion of technology, I would have to say that I am more of an Early Majority consumer. I tend to stand back and let the dust settle a bit before jumping in and getting that latest, greatest, still-sorta-newest gadget.

In fact, I tend to do a lot of research before making a purchase, large or small — spending most of my time in stages 2 and 3 of the adoption cycle. This drives my wife crazy, by the way, but it’s in my blood. My mom has told me stories of how I would stand back as a boy and wait for the other kids to try out playground equipment before I would. I guess we are who we are, no matter how cool we think we might be.

This examination is important to us because it can be applied not only to new technology, but also to new brands and new consumer products as well. As marketers and designers, we need to look at the Innovators and Early Adopters as our target audiences first, and then let them build the excitement and buzz needed for success. As momentum builds, we transition to marketing towards the Early Majority and expand the customer base letting the Late Majority and Laggards fall into place.

Have you got your iPhone yet?

I like sports. Ok, I like sports a lot and I also like following the trends of design in sports. I especially look forward to seeing which teams change or update their brands, logos, uniforms or colors at the beginning of every new season. These changes can range from the complex — logos, uniforms, colors, etc., to the minute — piping on the numbers. It’s apparent that, no matter the change, teams are always looking for ways to stay current while still maintaining their brand equity. This can be a tricky road to navigate, especially for teams that have been around for awhile and have a loyal, passionate fan base. What I find most intriguing are the teams that have recently returned to the more traditional, classic designs from their past.

A few teams that come to mind are the Detroit Pistons, San Diego Chargers, New York Giants and New York Jets. All of the current looks for these teams harken back to their respective “Glory Days” or times of notable success. It seems that bringing back the nostalgia and equity of past successes has worked well for the Pistons and the Giants; both have won championships since re-introducing their classic designs. Apparently it’s all about the design!

I have to admit, I like this trend of looking to the past for the new uniforms/logo. From my perspective as a Pistons fan, the current look evokes memories of the Pistons’ “Bad Boys” and successes of the late 80s and early 90s. In a survey on ESPN’s Page 2 Uni Watch, 78% of voters liked the “new, old-look” Pistons logo and uniforms. I definitely concur and am sure fans of the teams below would agree that going back in time for their current look is a positive.

Pistons

Chargers

Giants

Jets

The Burton Love Series of snowboards is a collaboration with Playboy that will hit the slopes this winter. As a designer, I think I have an open mind. And I get that, design can/should push the boundaries.

Seriously though, naked women on snowboards? Is this really necessary? Have you hit the slopes lately?

They’re filled with kids. And, check out all the girls riding. Maybe snowboarding has become too mainstream, and this was Burton’s way of shaking it up. I’m sure the controversy over these boards is going to help Burton more than hurts it. I don’t think you can say the same for the dude who’s riding on one. I doubt he’ll be getting much LOVE from the chics.

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?

The decision to change your brand mark is influenced by various internal and external factors. Here are few factors:

Internal factors

Change in reputation: Nothing like a name change and a new look to put a bad situation in the past.

Change of name: When a company changes its name, of course, a new brand mark is is always necessary.

Change in strategic position: If the mission of a company changes, a new brand mark help communicate the shift to key customers in a positive, exciting way.

Change of ownership: If two brand marks are in a face-off, which mark has the most equity and which will be the most beneficial for the merged company in the long-run? Perhaps neither.

Change of leadership: Whether its for a good reason or a bad one, sometimes new leadership desires the shake up that only a new brand mark can bring.

Change in culture: When a company changes its culture, it needs to project itself differently.

External factors

Change in market share: If a company loses market share, a shift in the brand mark can create new buzz around it.

Change in consumer habits: Every generation has different preferences, but sometimes their values or habits also change. If a brand mark is out of sync with consumer habits, the company is faced with the need to rebrand.

Change in primary audience: When products do not change and your audience does, you may be left with a mark that does not communicate to the new audience.

Change in competition: Every day new competitors enter the market — sometimes one comes along that requires a company to step-up its presentation and rethink its brand mark.

Change of aesthetic preference: This is the case when the mark was not done very well in the first place or the mark has simply become “out-of-date.”

I can’t stress enough that, even if it is faced with one or many of these factors, a company shouldn’t assume that a brand mark change is necessary. Brand equity takes time to build, but it can erode quickly if changes to the brand are not properly evaluated. Take your time and weigh the factors.

If you determine a brand mark change is in order, there are ten million ways to do it, and the process can be a satisfying, rewarding and fun adventure with the powerful results you desire.

“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. 

There are a lot of reasons to consider updating or changing a company’s brand mark, such as a change in name, products or services. Perhaps there is a need for communicating a new message or creating stronger differentiation with the competition. Or perhaps the brand mark just needs to be modernized or made more relevant to the core audience. Whatever the reason, change can be an opportunity to improve brand equity if it is driven by necessity. Below are a variety of examples of what I consider to be successful updates to brand marks. They represent a wide range in terms of the amount of change, yet they all do a good job of building on existing equity. 

Change can be big. 

Some brand marks need a big change. A good example of this is Memorex, a consumer electronics company. The old brand mark was outdated and lacked relevance to the company, which has evolved into so much more than a CD/DVD manufacturer. The new typography is more contemporary and fresh while maintaining a feeling of “friendliness and approachability.” The Memorex press release also notes that the update aimed to connect with a specific target audience:

… a savvy female shopper, between the ages 25 and 44, who is constantly on-the-go and has an expressive sense of style. 

The press release also discusses the importance of the “o” icon: 

The new Memorex signature features a circle icon or “o” as the focal point, representing connections between family and friends.

While the only thing that survived this brand mark update was the name, it does a much better job of connecting with the target consumer in a relevant way.

Change can be itty bitty. 

Some changes can be extraordinarily subtle. Take the Philips logo for example. To many, the changes may be undetectable, but the result is an improvement. Slight modifications to the height, width and weight of the letterforms enhance readability. In addition, minor adjustments to curves in some of the letterforms soften the logo and make it more relaxed and approachable. The Philips logo had a tremendous of amount of equity attached to it and the improvements retained those equities while making it better overall. 

Change can be refreshing. 

The update to the logo for the Arts & Entertainment Network is another good example of an enhancement that retains existing equity. The new logo utilizes the recognizable ampersand in a more contemporary way with a change from serif to sans serif. Also, the positive and negative space relationship between the ampersand and the letterforms is much more dynamic and visually interesting. The result is a fresh, well-designed logo that utilizes some of the best characteristics of the old logo in a new and exciting way. 

Change can be fun. 

The mere sight of the Toys “R” Us logo can make the child inside us come alive with giddy anticipation. It is undeniably recognizable, and this is another great example of an update that builds on existing equity. The new logo features an updated color palette that is still playful but much more current. Also, slight modifications to the letterforms and spacing improve readability and overall balance without sacrificing recognizability. Finally, the most drastic change is probably the most effective. The backwards “R” is one element of the logo with the most equity. By inverting the relationship between the star and the “R”, greater emphasis is placed on this element while improving the overall balance of the logo. The elimination of the quotation marks further simplifies the presentation.   

Change can be global.

Another great example of a successful logo update is the Discovery Channel. The highly recognizable globe is retained but reworked for the better. Fewer clouds and better shading result in a more realistic yet simple presentation. The reduced scale of the globe enables better placement and balance with the letterforms. The relationship between “Discovery” and “CHANNEL” is also a much cleaner and effective solution. Finally, the new typeface is much more contemporary, readable and does a better job of visually connecting with the shape of the globe.   

Change can be finger lickin’ good.

I can think of few faces in a brand mark that have more equity than good ‘ol Colonel Sanders. The update for KFC is a perfect example of how to improve a brand mark without sacrificing its most recognizable and equitable characteristics. With that trademark white beard and Southern tie, there’s no mistaking the gentleman in the new brand mark. Because of expert attention to line work, shadows and the color palette, he is everything we remember, only better. Improved contrast between shadows and highlights improves visibility, especially on signage. I also like that the dynamic tilt is applied to the frame rather than to the Colonel and the KFC logo, making it resemble a bucket of chicken. The result is a well-balanced, dynamic and highly recognizable solution. 

As you can see from the examples above, even brand marks with vast amounts of equity need to be updated. While the amount of change may vary, in the right hands, it can be done in a way that will make it better, and ultimately build brand equity.  

Before and after images via Brand New.

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?

The IBM Institute for Business Value conducted a study with over 250 top executives. They learned that customers are the chief stakeholders driving corporate social responsibility, yet 76 percent of those surveyed admitted they didn’t understand their customers CSR concerns and only 17 percent of top executives were even asking them.

If corporations don’t understand what their customers want, then why invest in these types of initiatives — especially in an unstable economy where people are hesitant to spend their money and may question whether they are paying more to offset CSR expenses.

In my opinion, Starbuck’s has a great CSR program. They have a full website devoted to it and are very clear about the objectives of their program.

But, are they communicating their program to customers and the public? Before visiting its website, I didn’t know Starbucks had such a program. In fact, they don’t even feature this on their homepage, I really had to dig to find it. Starbuck’s recently closed over 600 stores because their sales declined. Would communicating their CSR program have impacted their reputation and resulted in higher sales — or is the public simply no longer willing to pay $4 for a cup of coffee?

The Gap, Inc. also does a great job with their CSR initiatives. Their program is based around improving factory conditions, caring for the environment, investing in communities and supporting their employees. The most widely known initiative Gap has is (Product) Red, which partners with iconic brands and celebrities to help spread the word. Half of profits earned from (Product) Red purchases are given to a global fund to help woman and children affected with HIV/AIDS in Africa. They even manufacture some of the (Product) Red merchandise in Africa, to help affected woman earn an income and get testing and treatment. The best thing about this program is that Gap’s customer base knows about this program. You can’t go into a Gap without seeing communication around this program. Kudos to Gap.

As a consumer, I think CSR programs are important. It makes me feel great knowing that some of my spending is being contributed towards a cause that I may not otherwise know about — or at least that’s what I tell myself when I go shopping!

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.

What is a good strategy? Well, the answer is going to be different for each brand.

But, before you go away feeling you’ve been duped into reading this far, let me tell you what I think are five good questions a marketing team needs to ask before they put together a milestone marketing campaign strategy:

• Who do we want to communicate to and why does our message matter to them?

• How will marketing this milestone support our long-term business strategy?

• What aspect of our brand’s heritage makes it different?

• What would happen if we didn’t promote/market this milestone?

• What are our desired outcomes and how can we measure the success of marketing this milestone?

If you read the list carefully, you probably realized that these are questions that are (or should be) asked when creating any type of marketing campaign strategy.

And, that my friends, is the point: Marketing for an important anniversary should be just as thoughtfully and thoroughly planned and budgeted as any other marketing effort. Milestone marketing is not as simple as adding an icon to your materials — and that includes foil embossed seals or expensive custom illustrated marks.

So, I implore the marketers of the world to unite: Stand up for thoughtful tactics. The heritage in a brand absolutely can be leveraged successfully. We just have to take the time to do it right.

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.

According to a recent poll conducted by the Public Relations Society of America, the top 10 elements to include in your online pressroom are:

1. Searchable archives

2. PR contacts

3. Press releases

4. Background information

5. Photographs

6. Product information/press kits

7. Crisis communications

8. Executive biographies

9. Events calendar

10. Financial information

To these, I’d add this advice:

Keep them coming back for more. 

Once they know the site exists, editors will continue to check back to see what’s happening with your company. Staying on top of the news makes them look like rock stars, so even as they are submitting key messages to the public on your company’s behalf, they will be indebted to you for making their lives a little easier.

Also, you can post more than news on this site! Post contact information, boilerplate copy, company history, white papers, presentations and advertisements. Again, this is where you can shine! 

 Provide quality content.

Post all photographic images as high-resolution files. Don’t risk jeopardizing your brand by providing journalists with low quality imagery.  

Put the whole media kit online.

The internet can flawlessly deliver press materials and imagery to the media, and it comes with a less expensive price tag, when you consider the ongoing costs of providing and archiving all press releases, company information, photography and imagery. Printing and material costs alone can outweigh the price of maintaining a media site, especially since hosting fees have decreased. Your site can provide a wealth of information, but remain simple, organized and inspiring — and all the user has to retain is one simple URL. 

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.