Posts Tagged ‘asset’

Why did Microsoft unveil a new logo?

Monday, October 22nd, 2012

Microsoft new logo design

Microsoft unveiled a brand-new company logo last Thursday and I wonder why. Rather than the familiar banner of colored squares, the new logo is a static colored square composed of four evenly sized squares and a common typeface, slightly tweaked. (more…)

GAP’s new logo design mistake.

Friday, October 22nd, 2010

Logo-design-failure

On October 4, 2010 the Gap quietly introduced a new logo on their website. A curious initiative to be sure. There are excellent reasons for redesigning a logo, but none of them applied to the situation at the Gap. The result was the Gap’s worst nightmare.

According to company spokesperson Louise Callagy, (more…)

When does redesigning a logo make sense?

Thursday, August 26th, 2010

GS-logo-redesign-idea

The Girl Scouts organization is now over 30 years old. That may explain why the iconic logo has gone under the knife. But was it a good idea? When does redesigning a logo make sense? And in the Girl Scout’s case, (more…)

Rebranding an organization which has a distinguished history.

Monday, July 19th, 2010

y-logo-redesign

Branding has been shown to be a very effective activity in an organization’s efforts to increase its influence in a marketplace. This increased influence equals increased sales, increased awareness, increased understanding, increased margins, increased business valuation, etc. And this strategy is as effective for non-profit organizations as it is for companies.

The Young Men’s Christian Association is a charity well known by its initials, YMCA. And as is popular in the marketplace, names are shortened in common use. Jennifer Lopez is known as J-Lo. And the Young Men’s Christian Association has for years been known as the “Y.”

Now the Young Men’s Christian Association has formally dropped those four descriptive words in favor of the single letter “Y.” And they have modified the visual identity and logo as well. Is this a good idea? The short answer is (more…)

Leveraging a brand asset or forfeiting brand equity?

Friday, March 26th, 2010

leveraging the brand gatorade

What to do when faced with declining sales.

Sales in the “refreshment beverage” category are falling. The segment includes colas, energy and sports drinks, juices and bottled water. In 2009, for the second year in a row, sales were down. Down 3.1 percent according to a survey by Beverage Marketing Corp. This represents a steeper decline than was 2008. And there was one unusual statistic: (more…)

How a company name or product name can hinder sales.

Saturday, March 20th, 2010

Palm seems to be on life support.

According to the Bible, the first task given to man by God was to name all the things on earth. And he’s been doing that ever since. And it is very important work. A name represents characteristics and properties that identify a particular thing.

Selecting a name.

Many think coming up with a name for a company or product or service should be simple. Some may even think it’s not even very important, convinced there are “bigger’ issues than naming to deal with when launching a new venture. Those who believe that are hoping (more…)

Outperform the market.

Tuesday, March 2nd, 2010

brands_outperform_in_the_marketplace

In today’s marketplace a Brand is one of the very very few sustainable competitive advantages a company can own. Credit Suisse research shows an index of companies spending at least (more…)

Design: One of the few remaining competitive advantages.

Friday, September 11th, 1998
Originally published in the Houston Business Journal, September 11, 1998

HBJ_graphic_design_article

Companies striving to thrive—not just survive—in the new millenium are beginning to recognize a neglected asset that, left undeveloped and unmanaged, is a liability to acheiving their goals. And the more competitive their market, the more of a liability this neglected asset is. Companies are discovering the bottom-line value of (more…)