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 make sense? And in the Girl Scout’s case, Read the rest of this entry »
When does redesigning a logo make sense?
August 26th, 2010Rebranding an organization which has a distinguished history.
July 19th, 2010
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 Read the rest of this entry »
Companies raised their marketing spending in this last recession and saw sales increase.
June 30th, 2010
When should a company increase marketing spending? Most companies during a recession think it is wise to reduce marketing budgets to save money, and the drop has been extreme as spending plunged 12.3% — the largest annual drop ever, more than three times more severe than the next worst drop of 3.9% in 1991.
But 26 of the top 100 marketers bucked the trend and boosted 2009 . 70% of those spending more saw a U.S. sales increase – double the success rate of those who reduced their spending according to Read the rest of this entry »
When to keep a logo in a merger.
May 4th, 2010
In a merger, keep the logo that has Equity.
When companies merge, one of the crucial concerns is that a symbol is needed to represent the merged company. Unsophisticated management will ignore the importance but sophisticated management will handle the issue as a .
The value of a well designed logo.
April 7th, 2010
Identity is established and reinforced through each communication a company produces and the trademark or logo should be the signature piece representing the nature of the business or product. It is a powerful visual aid, or not.
Properly designed and executed, it is an asset, portraying the integrity and personality of the business or product it symbolizes. Neglected, it misrepresents, and worse, it can speak negatively about the business or product. More about .
Leveraging a brand asset or forfeiting brand equity?
March 26th, 2010
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: Read the rest of this entry »
How a company name or product name can hinder sales.
March 20th, 2010
Palm seems to be on life support.
According to the Bible, the first task given to man by God was 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 Read the rest of this entry »
Outperform the market.
March 2nd, 2010In 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 Read the rest of this entry »
Valentine’s Day logo redesign.
February 12th, 2010
If a card with a sappy four-line poem, a cellophane-wrapped dozen roses, a box of not-so-heart-healthy chocolates, a clutch of pink balloons, or a pink oversize teddy bear fail to make you feel romantic, well, we understand. As Alissa Walker, writing in Fast Company says, Read the rest of this entry »
