Our thoughts on all things brand related.
Bringing your brand to China
Yesterday I had the pleasure of attending an executive briefing on the business environment in China held by The Conference Board. David Hoffman, a veteran in business issues within China, led the meeting with a compelling look into the economic, social and political dynamics that drive business in the country. Based on the presentation by Mr. Hoffman, it is without question that multi-national corporations and smaller enterprises are still welcome to China, but the operational dynamics are changing rapidly in this fluid environment. Continue reading
Brand decaf?
By Dan Dyksen
Barely awake, with my hot Venti in hand, I noticed that something was missing from my Starbucks cup. Like Nike, AT&T and Target (just to name a few), Starbucks has gone “nameless.”
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Patience is the art of hoping.
The partial unveiling of the new AOL identity earlier this week produced quite a few smiles, snickers, moments of reflection in the brand community. How do we explain our rush to judgment for the new AOL logo, compliments of Wolff Olins?
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Visual branding: Context is key
By Fredy Jaggi
Well-established companies with strong recognition face an interesting challenge when they seek to redirect or revitalize their brand. Change needs to be signaled and a new message is called for, yet there might be considerable value in preserving the existing brand mark. It’s a conundrum: how can a brand identity be redirected without also changing the company’s mark? The answer is to look not at the mark itself, but at what surrounds it and supports it: the context.
Top 10 identities that should never change
By Denis Riney
I recently had the chance to contribute to Tony Spaeth’s Identity Forum, the leading on-line community for identity and branding professionals.
I began thinking about whether there are identity solutions that are so well done, so brilliantly executed and so strategically precise that they should never be changed. Continue reading