Comments for Brandlogic Blog

Comment on ESG – three letters you should know more about by Rual Kemp

Rual Kemp — Thu, 03 Nov 2011 15:30:46 +0000

Very well summarised, Denis. Your perspective and understanding of ESG factors was a bonus to the conference.

Comment on Brand decaf? by jessedziedzic

jessedziedzic — Thu, 20 Oct 2011 06:59:05 +0000

Your truly right on this piece!!!

Comment on Brand decaf? by Robert

Robert — Wed, 28 Sep 2011 07:05:07 +0000

Starbucks seems lost to me. It used to construct this very interesting myth… artfully blending compelling elements of exploration (global treasure hunt), seduction (ooo, I’ll take a … “venti caramel machiatto!”), and the third place (inventing the quintessential cozy coffee shop vibe). They worked, explored and retooled some of those Starbuckian attributes for some time, satisfying my consumer expectation (reliability) and curiosity (evolution). But today, the offering is so diffused that I don’t understand what it’s doing.

I’m totally down with brand retooling as needed. And I do think the mark is interesting… dynamic and bold and well rendered… but necessary? Despite their mass chain presence, the “old” brand experience demonstrated a bit of humbleness and warmth that kept the brand in check; not so domineering. The new branding effort flaunts its iconic corporate presence, and that’s a less compelling myth to me as a patron.

Comment on MTV: an identity ahead of its time by steve newman

steve newman — Wed, 17 Aug 2011 15:30:54 +0000

I’m proud to have created a video in the pantheon of MTV station IDs. Back in the ’90′s I was an ad agency art director. I boarded up an idea for a :10 ID featuring an airport x-ray and sent it off to MTV. To my delight they approved my idea, cut a check, and sent me off to produce it on my own. It premiered during the MTV Music Video Awards: http://youtu.be/KnVDu0rt4MA

Comment on MTV: an identity ahead of its time by Burlyowl

Burlyowl — Tue, 02 Aug 2011 23:58:20 +0000

Insightful post!

Comment on Brand decaf? by Dan Dyksen

Dan Dyksen — Wed, 20 Jul 2011 17:54:31 +0000

Thanks for the comment, Patrick. I must admit, as the brand is evolving, so is my thinking. While I still don’t love the symbol, I definitely think it was a compelling move in a very interesting direction. And, I believe that it will prove to be quite successful.

And, so glad you liked my pun.

Thanks, Dan

Comment on Do you know what sustainability means? (Hint: It’s not just about being green) by Josefine Campbell

Josefine Campbell — Wed, 13 Jul 2011 15:20:51 +0000

Interesting perspective. But I believe that the sustainability definition should withhold the financial perspective in itself. Otherwise it is not sustainable.

Comment on Brand decaf? by Patrick

Patrick — Thu, 07 Jul 2011 17:40:01 +0000

Dan,

I have to disagree. Apart from being a Starbucks coffee drinker, and like you, knowing the branding change was coming, I was excited to see it go live. I think the siren logo actually gains visual impact by freeing her from the extra [confining] circle(s) and clumsy logotype. The revision adds simplicity and a confidence the old logo never achieved (even though it was recognized everywhere).

This rollout is a few months old now, so I think it is also important to note how the branding has gained some legs under it. Seeing it stand alone on coffee mugs, books, bags, etc. I think it is a great evolution!

Also, to use your coffee analogy: in recent years SB has moved away from just the bold, hit you over the head flavors and now serves much more complex and subtle coffees. Knocking out the old circles / bold logotype lets the siren showcase the subtle and complex aspects that have always been there!

I know this is an older post, but I just came across the BrandLogic blog.

Great pun with the two tails!

Comment on New views on entrepreneurship from Harvard Business School by Carol Friedland

Carol Friedland — Fri, 25 Mar 2011 20:49:24 +0000

P&G is exploring growth opportunities outside its traditional comfort zone. The company has a dedicated innovation center and is currently beta testing two out-of-the-box brand extensions for franchising: Tide Dry Cleaners and Mr. Clean Car Washes. Initial results indicate they will be coming to your neighborhood soon.

Comment on Can AirTran and Southwest fly together? by Hampton Bridwell

Hampton Bridwell — Fri, 25 Mar 2011 14:31:57 +0000

Thank you Steve. I could not agree more. There is nothing worse as a customer than seeing the remnants of a merger or acquisition that take away from the brand. Feels like a bad hangover. In the case of Southwest, they should audit the branded assets quickly and rapidly rebrand.

To add to your thoughts regarding advice, we were talking about how they should engage every employee at AirTran through a social experience so they can feel the Southwest glow. We are big believers in the power of social media and other digital tools to handle engagement. Southwest has a fairly robust digital ecosystem alongside their vast resources in the field. I think that gives them a competitive advantage in the airline industry to successfully integrate the AirTran employees. What is most important is that it happen quickly to welcome their new family members.

Check out their social media capability by starting out at their blog: http://www.blogsouthwest.com/