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For entrepreneurs, its time to invest into branding your products during the downturn.
bc-imp-of-branding.jpg

Firstly, it would protect your brand image and your company. Brand recall will make you stand out from your competitors while they are slashing budgets, giving you an edge over the rest of the pack.

Build innovation and creativity in your delivery of products. Increase market share by reminding your customers that you are still present in the marketplace and that your products are highly demanded and not so much affected by the slowdown. Expand to new market niches by identifying new market demand. Wake up from moaning and groaning with other fellow entrepreneurs about how the government is not doing enough to help SMEs to survive this current economic turmoil.

As a versatile entrepreneur, it's time to address the key issues that has been plaguing your company. If you are in the service sector, build branding by investing more into employee's training and development. Groom them to provide better customer service, which in turns enhance customer experience when they walk into your store. Be proactive and look for innovative ways to create individuality and treat your customer like a KING when they walk into your store or buy your product.

Malaysian's retail buying experience is hardly a pleasure with constant staff turn over rate being a norm in the industry. By branding your store with good customer service you would create repeat customer who don't mind spending a bit, to make themselves feel good for the brief moment.

Organizational behaviour and company culture also plays a part in branding. Brand building by a SME is successful only when the company's founders have a strong clarity in their purpose statement and cultivate a clear set of value system. The founder's passion for the business is mirrored deeply through their staff and stakeholders. Positive energy is infectious and would determine the motivation level of the employees.

Strong brands are normally built over the long term and through consistent message conveyed to the public. The importance of branding has not faded in view of the global economic crisis. If anything, it has increased. With the recent bad publicity given to once upon blue chip companies such as AIG and Citigroup, competitors need to seize this opportunity to instil a sense of confidence and value in the products and services they offer.

Research has showed that trust can't be instilled overnight, but takes a long period of time. If your company or founders has been awarded brand recognition or industry standard awards, now is the best time to advertise that fact to the public.

Be it from a local or global perspective, branding has many positive attributes to it. What's essential now is for you as an entrepreneur to recnognize this fact and invest a minimal percentage of your sales into branding and promotions. Warren Buffett once said " Be greedy when everyone is afraid...Be afraid when everyone else is greedy".

Origin via nextupasia.com
branding strategy
Retailers and brands both big and small are struggling mightily to stay afloat.
By Kendra Wehmeyer

What more can be said about the current state of retail? It seems as though a new article is written every hour about the grim economic situation and how retail sales are spiraling downward faster than the media can document. Stores are closing, prices and margins are plummeting, people just aren't shopping. Retailers and brands both big and small are struggling mightily to stay afloat.

Which of them will make it through the year? How must retailers adjust their product mixes and marketing approaches to remain profitable?

While these questions loom on the pages of every newspaper and magazine, marketers and brand managers are racking their brains to come up with strategies that will carry their companies through the turmoil. Even without brilliant answers, it's pretty certain that many brands and stores will survive this challenging time, just as their predecessors weathered the Great Depression.

Of course, some businesses did fail in that difficult financial climate. But history shows that the Depression also served as an incubation period for many of the brands we now regard as iconic. Pepsi, Scotch Tape, and Macy's were all on their way to becoming household names during the turbulent 1930s, thanks to a variety of revolutionary retail methods that succeeded by empathizing with, engaging, and empowering customers.

Birth of a genre

When the Depression hit, Procter & Gamble (P&G) did not react by cutting back its marketing budget. On the contrary, it looked for new ways to effectively reach consumers by evaluating what people would still need to buy even if they had minimal income. P&G found a golden opportunity with Oxydol, one of its soap brands.

Oxydol promised to make doing laundry easier by washing clothes "25 to 40 percent faster" and getting them "four to five shades whiter than other soaps." That was good news for the exhausted, sore-armed housewife, as laundry in those days required serious physical exertion. Soap was an essential product and affordability was a major selling point, putting Oxydol in a strong position.

Then P&G got creative and pursued an innovative marketing avenue: commercial radio broadcasts. Radio was a popular source of entertainment and didn't cost its audience money, offering hard-pressed Americans a bright spot in gloomy times. And many housewives listened to the radio on a regular basis.

Oxydol's Own Ma Perkins debuted in 1933, and women around the country quickly fell in love with the character. Her folksy tales went right to the heart of Oxydol's primary market segment—hardworking homemakers whose dilemmas were similar to those of Ma Perkins. The broadcast's story lines offered comforting homespun philosophy and down-to-earth advice for the everyday challenges faced by so many. The show was a huge success.

Through Ma Perkins, P&G brought to life Oxydol's brand personality in a way that directly touched its target audience. This simple marketing tactic helped the soap giant beat the Depression. It also had the residual effect of ushering in a new form of entertainment, the soap opera, still beloved of housewives today.

Federated Department Stores—known today as Macy's—shook up retail during the Great Depression by putting itself in the customer's shoes and adopting changes designed to facilitate shopping and purchasing.

Among the revolutionary measures instituted by Federated was the first-ever "pay when you can" credit policy for patrons, allowing stores to bolster sales and make their merchandise more accessible at a time when incomes were dropping or disappearing.

In addition to reorganizing itself at the fiscal level, Federated rearranged its store environments to present clothing by size. (The standard practice at that time was to arrange apparel by color, brand, or price.) This made for a more streamlined and satisfying shopping experience, and other retailers soon followed Federated's lead.

Perhaps the most innovative marketing idea of all affected not just the retail industry but the entire United States. Fred Lazarus Jr., the founder of Federated, persuaded President Franklin Roosevelt to permanently establish Thanksgiving on the fourth Thursday in November, a strategic move that would secure more shopping days for consumers before the Christmas holiday. Talk about pushing the envelope!

Faced with similar economic challenges, many people consider present times a second Depression. But the concepts that succeeded so brilliantly in 1930s America are hardly unusual in the current marketplace. There are millions of broadcast ads and infomercials on TV, radio, and even the Internet. Many, if not most, brands have an outward manifestation of their identity plastered all over the actual product. And credit for consumers? If a store doesn't accept credit cards these days, it probably won't stay in business very long.

The goals for marketers in the 1930s were the same as they are today: Make your product stand out, make it desirable, and make sure your company is still around when the sun begins to shine again. As we continue to look for ways through the current financial crisis, it's time once again to disrupt the status quo and apply fresh thinking to our strategies and tactics, just as marketers did during the Great Depression. Difficult times call for creative methods and visionary leadership.

How will your brand be innovative in engaging and connecting with consumers? Some companies are finding ways to capitalize on the social networking phenomenon, with YouTube taking over the role once played by Ma Perkins. One apparel brand opens a dialogue with consumers through an online survey asking how they are dealing with the economy. Other companies are regularly "tweeting" back and forth with their customers, creating a transparency between brand and consumer.

Mickey Drexler, chairman of J.Crew, likens today's situation to consumers hitting the reset button where price and value are concerned. How will you - as retailers, brand managers, and marketers-respond to the challenge and hit your company's reset button?

During the same era, Levi Strauss & Co. was falling on hard times. With a customer base composed primarily of manual laborers, Levi's saw sales of its jeans drop by more than 50 percent during the 1930s as the unemployment rate soared. Times were changing, and that meant Levi's brand message had to adapt.

A key market trend presented itself through the unlikely medium of farm workers. Some of these enterprising souls were inviting Easterners to visit their "dude ranches" and experience the cowboy lifestyle popularized by Western films of the time.

Inspired by the success of this approach, Levi's decided not to rely solely on its advertising message of durability, similar to that used by many other brands. Instead, it chose to go for a more emotional appeal by emphasizing the Western mystique of Levi's jeans. Not only did this evoke the company's heritage and its early days during the gold rush, it also tied in with the current vogue for all things Western.

By reexamining its core message, Levi's was able to position its product as a mainstream apparel choice. This allowed the company to broaden its marketing base and move beyond the relatively small group of blue-collar workers it had served up to that point.

But Levi's didn't stop there; it implemented a "small" idea that turned out to be a major marketing coup. In 1936, a red tab imprinted with the Levi's trademark was added to the back pocket of its jeans, a bold step that effectively placed free advertising on the people walking around wearing them. The garment industry has never been the same since.

Origin via mymarklab.com

 
In addition to the top 100 brands, its 2009 list includes the top 20 rising stars. 
 This list features smaller brands that are rapidly moving up in value. Together these lists encompass the true powerhouse consumer brands around the world and offer a useful perspective on how strong brands are beginning to emerge from virtually every corner of the globe—despite today's challenging business environment.

Here are the top 20 rising stars:

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To view the rest visit interbrand.com
rankings
The Luxury Institute has created its usual trends for the year ahead. This time, however, there is an economic crisis which will affect the industry in multiple ways.
First, the number of wealthy 'mass consumers' (those on decent incomes who aspire to rich lifestyles) is likely to drop as people tighten their belts or become unemployed; second, even the mega-rich have lost some money on the markets - steel magnate Lakshmi Mittal has seen £16bn wiped off his fortune.

But The Luxury Institute takes the view that everything is cyclical and this is a time when those brands with the potential to last in the long term need to invest more than ever. Its trends - edited by us - for 2009 are:

1. Traditional luxury brands dramatically accelerate their internet activities

The traditional luxury industry has been slow to adopt Web 2.0. Meanwhile, innovators such as Gilt, Ideeli, A Small World, Portero, Vivre, Couture Lab and several off-the-radar players such as Bespoke Global, are gaining traction online via membership models, global communities, and by aggregating categories of bespoke luxury designers and producers in one-stop-shop destinations.

Their economics will become much more compelling as the economic downturn makes opening stores and traditional advertising economically challenging. Look for all types of traditional luxury goods and services providers to begin to imitate the techniques of these luxury innovators or to acquire them.

2. Luxury awakens to the influence of Generations X and Y in the digital area

According to The Luxury Institute's research, 22% of consumers have executed a transaction via a mobile device, while 21% have made a payment via mobile. Those doing so tend to be under 45 years-of-age, but significantly wealthier, with household net-worth at $5+ million.

Luxury should be leading m-Commerce innovation since it creates an enhanced experience for all customer segments. Generation X and Y shoppers are influencing the lightning speed with which consumers of all ages, including baby boomers in their 50s and 60s, are embracing mobile technology for on-the-go entertainment, search, and transactions.

Look for a few luxury innovators to make a more serious effort to experiment with m-Commerce in 2009, especially internationally, as luxury quickly discovers that it must seriously address the mobile needs of the wealthy constituents of Generation X and Generation Y, as well as the mobile needs of boomers.

3. Price Does Matter. Luxury will appeal to the rational brain again

In the recent boom, some in the luxury industry deluded themselves into believing that the more expensive an item, the greater its appeal to the wealthy, regardless of quality, functionality and service experience. University research suggested that the more expensive a consumer was told an item was, regardless of the fact that it was the same quality as a much lower priced item, the more the happy chemicals in the brain approached a state of bliss.

In times of economic crisis, that high can only last so long. Most of the wealthy are self-made, and have sacrificed to earn every cent while delivering great quality and service to their own customers. Like their customers, they use both sides of their brains to make luxury purchasing decisions. One empirical example: our 2008 research shows that when it comes to luxury travel, the top two factors influencing vacation destination decisions are: scenery and nature (58%), and cost (56%). So, it's back to value-added luxury fundamentals in 2009.

4. Doing good becomes a way to salvage reputation among wealthy consumers

In 2007, The Luxury Institute noted that Bill Gates and Warren Buffet's entry into big-league philanthropy created the "alms race" we had predicted. Many billionaires followed. In 2008, it noted that their participation, and the trend they started, created a new level of scrutiny for ineffective philanthropies to deliver results. While this trend continues, we now also expect many discredited Wall Street executives to turn a new leaf in an effort to save family legacies and reputations and get into the high-end philanthropy game. It's not much fun for kids to have the wealthiest parents in private school when everyone knows they made their money in a Ponzi scheme that brought the world economy to its knees.

Repentant wealthy executives have begun to carve out new family legacies by engaging in serious philanthropy. The search for redemption is part of the human journey and the attempt by these super-talented executives to make a difference in world-class problems will be embraced.

5. Luxury will embrace corporate responsibility as a critical business need, not just a slogan

For several years, The Luxury Institute's research has documented the rise in relevance of corporate social responsibility. Wealthy consumers have increased their preference for socially responsible brands from 51% in 2006 to 57% last year. Expect that number to rise dramatically by 2009.

The global crisis of confidence in governmental, financial and other institutions will drive luxury consumers to demand that luxury brands serve not just them, but society as a whole. They will require luxury brands to be ethical with all constituents, charitable in ways that make a difference to their beneficiaries and eco-friendly in ways that can be documented. It might mean we will see, among other changes, a reversal in luxury charity events where 80% of proceeds go to lavish fun for the attendees and 20% to the beneficiaries.

The good news is that these enlightened practices will elevate luxury to a new level in the eyes of all of its constituents, including young aspirationals, who are even more sensitive about these practices than their elders.

6. Classic luxury will co-exist with selective indulgence, guided by 'trusted advisors'

In the midst of this financial crisis, and the populist backlash on unearned financial services wealth, many wealthy consumers are a bit confused and feeling a tad defensive about luxury, even if they have money to spend. Consequently, many wealthy consumers will opt for classic luxury that is unique and exclusive, with exquisite artistic design, craftsmanship, and quality, delivered with impeccable service.

They still covet their favorite Lamborghini sports cars, Judith Leiber handbags, Christian Louboutin shoes, Harry Winston jewelry, and Ritz- Carlton experiences. That's good, because luxury spending has a strong and positive multiplier economic effect on society.

At the same time, they are selectively looking for a few playful indulgences in their favorite categories that they can enjoy in privacy with family and friends.. Personal shoppers, travel agents, realtors, car dealers, interior designers and others who have earned the ironclad trust of clients over the years will have the advantage of curating customer experiences that indulge, but don't overreach, for their loyal clients.

7.  Trust, authentication, validation and certification become important phrases in the luxury lexicon

The financial meltdown has its roots in a crisis of confidence that began in real estate as far back as 2006. Trust in credit ratings institutions such as Moody's and Standard & Poor's, and in quasi-governmental institutions such as Fannie Mae and Freddie Mac, and in financial institutions such as AIG, Bear Stearns, Lehman Brothers, Merrill Lynch, Morgan Stanley and even Goldman Sachs, has declined precipitously, as indicated by their financial results and stock prices. Several paid the ultimate price for this lack of trust.

Luxury too, is down, partly because some purveyors have forgotten what true luxury means to the customer. As online communities, social networks and ratings hubs dot the internet landscape, expect luxury consumers to look extensively to their own trusted peers for guidance on what is, and, what is not, true luxury. These now-wiser consumers, who are reeling from loss of net-worth and income, will scrutinize luxury brands far more carefully going forward, and will rely on authenticated, validated and certified ratings to make purchasing decisions. They will expect luxury brands to be transparent, and to independently authenticate claims, such as country of origin, quality, customer referrals, and social responsibility, like never before.

Origin via digivine.wordpress.com
awards + recognition
To stand out and be refreshingly different at whatever cost - that’s the message we’re getting from today’s logos. 
From an identity point of view, web 2.0 logos failed miserably. They may not be around for too long. Copycat websites may still work, but when it comes to identities, designers will have to roll up their sleeves and work much harder.

Designers have become far more aware and sensitive to design history movements and styles than they were in previous years. They are discovering ways to make logos reflect their roots.

Minimalism was a strong anchor for swooshes, sparkling little balls and other accidental manifestations. But we're witnessing a fading out of minimalism, and this weakness is paving the way for spectacular remixes to take over.

A particular style can't emerge and expect to stay at the top indefinitely. Developments in logo design indicate that trends have a short lifespan, going through a "now-you-see-it-now-you-don't" kind of roller coaster.

New trends emerge only to be contradicted by others that go the opposite direction.

After the proliferation of "bastard" icons, the new logos are harder to reproduce given their solid sense of originality and craftsmanship.

2009 ushers in something new, something experimental, something outrageous. More will be the new less. Strong visibility and passion are the dictating themes.

1. Psychedelic Pop Backgrounds

A myriad of colors and shapes burst into the scene even if design classes still promote a decrease in complexity in favour of concept and essence. Again, this new development led to a no-holds barred position, putting everything out in the open, concealing nothing.

Every technological revolution inevitably gives birth to a romantic counter culture. But mixing these two by using 1960s psychedelic patterns as backgrounds for contemporary shapes is as postmodern as it can be.

What do the backgrounds whisper to us? You have a message in two parts: part 60's psychedelic, part Optical Art. The use of layering reveals Photoshop taking the vector lane. This approach is fueled by mood and emotion.

Psychedelic pop backgrounds are reminiscent of the flower power era, but they go beyond an ultra-modern, non-orthodox mindset. They are unpretentious and democratic. There is no arrogance, no snobbery.

A good majority of this year's trends do not translate well in print. Innovations in technology and the adoption of a variety of tools have made black and white printing no longer mandatory. Some clients are aware that when they choose a particular trend, they are potentially removing their logo's significant meaning and nibbling away at their appearance when transformed into black and white or when the logo is faxed. What do they get? They get powerful and colorful striking images in 90% of the other media.


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2. Origami


The desire to go back to basics is mirrored in the Origami theme; designers used it to display their skills.

An increasing number of designers wish they have real objects to work with when executing on their projects. The art of origami is fragile, light and subtle and the digital process is the same. It closely resembles minimal geometrical forms discussed earlier but constitutes more of a sub-trend.

Origami, however, evolved as a trend in its own way, because it was a process that appealed to a broader range of designers. The trend won't last too long, for the simple reason that the results are a bit too similar.

The advantage of this trend lies in the process. Designers need experience to get some of the process segments correctly. In spite of their clarity and simplicity, the logos will make the designer's presence predominant. Origami-based logos are a good choice for corporate monograms.

This trend brings back to mind the expression, "small but beautiful". Origami is the Japanese art of folding paper, but the goal is to use small folds and creases to bring about delicate and intricate objects. This can be a challenge for logo designers and this is why they put in much time and effort to come up with a logo that respects the objective of using small amounts to produce intricacy; this is why despite meager strokes, the designer's presence is strongly felt.


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3. Tactile logos

What sensations are triggered when you see letter installations crafted out of a variety of materials and then photographed? Does "cool" come to mind? How about "sensual"? Tactile means relating to touch or invoking the sense of touch. But tactile does not have to translate into tactless. What can't be absorbed by touch - texture - must be compensated for by the visual.

Logo designers who like to experiment with tactile logos want to change common textures in the real world. They may work well with their preferred software, but they also have no problem with the traditional tasks of cutting, painting and pasting. Actually it does take some smart maneuvers to make tactile logos influence viewers at more than the "touch" level. The texture and quality have to transcend the feeling of touch.

The process is a huge challenge even for the most experienced graphic designers. Creating type from real materials is a unique experience. The possibilities are endless. Designers feel they are walking on almost virgin ground and every creation looks like a significant breakthrough. Type installations are supposed to create a special mood and atmosphere. The results evoque craftmanship and tangibility not often seen in logo or type design.

How designers cleverly manipulate this tangible aspect so that it makes sense to even the untrained eye is pure talent. Tactile logos never cease to stimulate logo designers; these are the very type of logos that force them to retreat into the inner sanctums of their mind, translating what resides mentally into concrete strokes, regardless of whether these strokes are on metal, paper or on other types of materials.


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4. Arabesque

Designing a corporate identity using a beautiful tool like Arabic calligraphy may seem straightforward enough, but wait until you get to the execution process and you'll discover that it is a tricky undertaking. Why? Because this style inevitably requires heavy doses of gut instincts tempered with beauty. The designer has to make his logo echo the beautiful soul of the Middle East. The Arabesque is synonymous to majestic strokes that have to be delicately adapted to
the desired corporate image.

This trend goes hand in hand with the revival of the figurative pattern that designers and non-designers have observed in the last few years: complex patterns forming perfect illustrations that express passion both on print and digital format. These beautiful creations come straight from the Middle East, but American and European designers are quickly catching up. The Arabesque solution is the answer to a designer's desire for uniqueness. The harmonious blend of ancient calligraphy and modern sans serif fonts works like a charm. What do you get? A surprisingly modern object with mass appeal; mass appeal that is far from cheap.

Logo designers who use the Arabesque style often have to be sensitive to one of the defining characteristics of Arab calligraphy: thick downstrokes and thin upstrokes with in-between gradations. There must be afluid transition that communicates the designer's hand. No wonder then that Arabic calligraphy is considered a true art form. This means only one thing:there is no place for sloppiness and shoddiness, but there is plenty of room for harmony and connection.


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5. Classic Modernism

In 2008 classic modernism is back in style, considered by many as a foolproof method, the "safe" way to create logo design. 2009 will take us back to its most genuine forms where everything is somber and calculated, white space is cleverly used, and everything looks like it was done with ancient methods - like the computer was never invented.

In classic modernism, we have fundamental shapes, sharp contrasts, the smart use of white space and form following function (in an era where form tends to follow passion).

The focus of modernist logos is on the essential, where the concept and the execution of that concept are first and foremost the guiding principle. It can be diluted, no doubt, but the beauty of it is there is plenty of room for interpretation. The colors and shapes are minimal and strong. Transparency and photoshop weren't invented yet. These marks transmit a sense of trust, security and pragmatism and are accomplished with minimal resources. This is the designer's way of drawing attention to himself when everyone else in the design community is promoting a "shout it out loud" attitude.

What's surprising is that the absolute simplicity of this style is embraced by the youngest generation of designers,and with good reason.

If you're not sure how consumers will react to your logo identity, modernism offers you a historically proven safe channel, one that's not fraught with conflicting messages, jarring colors and shapes.


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6.  Pictograms


Logo design must not only be an object or an image, a process or a mixture of colors and shapes, but also a problem-solving process.

We're seeing a strong trend towards integrating meaningful icons, the kind of icons that encompass the essential values of the brand, its message and its market position - in condensed form. Pictograms are the backbone of non-verbal multicultural communication. As they were taught in college, classically-designed pictograms are the perfect vehicles for companies desiring to communicate the message of "Here I am" instead of "let me tell you about my company."

This trend became pronounced after web 2.0 logos faded away from the design arena. At that time, it was more important to pay attention to the glitter and shine - the background on which the icon was mounted, instead of putting emphasis on the icon itself.

Sometimes the purpose of pictograms is to convey basic community values.

Pictograms date back many years, but they became popular at a time when service industries like aviation, urban planning and public parks had to provide citizens with important and helpful information in a language that was universal. If logo designers made use of pictograms, they had to make sure that they were just as effective.

Visual cues are key in pictograms. The logo must project itself as a natural and clear message to audiences. It should not give the impression that one needs a visual detective to de-code its elements. Pictograms put less pressure on viewers when it comes to deciphering a message; nevertheless logo designers must not neglect the aspects of aesthetics, originality and timelessness.


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7.  80's Geometry Lesson

If there is one big no-no in graphic design, it is using complex geometrical shapes with a full color spectrum to create a logo.

As to whether the capability to fax a logo is good or bad does not matter. This argument could persist through the years but one thing is certain: this complex geometry will be here for awhile.When this 80s trend first came out, it was a way of capturing the consumer's attention. The purpose was to design something completely different, regardless of costs. Designers will not spare any effort; they will use their turbo-charged Macs to prove that in today's over-saturated market, they have carte-blanche to attract the attention of consumers.

For years, monster-like geometrical logos have been used by aggressive and self-centered companies to shout, instead of politely introduce, their industry presence. These abominable images made their appearance a few years ago and the perception at that time was they were nothing but child's play and hence not to be taken seriously. But observant designers and brand developers began to recognize their worth and started using them.

There's a certain irony about using a full color spectrum for these creations. The 1980s geometrical logos have come back in full force to contradict minimalism, under-design, and common sense simplicity. There's also irony in the fact that it's not the emergence of a 2008 high-tech 3D geometrical design observed last year; rather it's the geometry of that ever popular Rubik cube!

There's a chance of course that this may not thrive and be adopted widely. Maybe they'll make a splash here and there to remind people that a hint of visual pollution and the inclusion of non-essentials could be an effective way of getting the message across. They may lack some conceptual beauty but you have to agree - they are fine-tuned, visually stable, and very difficult to reproduce.


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8.  Typographic Logos


Somber and solemn? Yes. Trendy? No.

Typographic logos will never fade from the designer's sphere of vision because they deliver not only simplicity but also attractiveness - a sort of silent elegance. The powerful component of type, when used as an ornament, is highly visible.

Designing a typographic logo means combining the essence of corporate identity and the company's mission statement which have to be communicated through type only. This is not a task obviously for a debutant logo designer because a delicate balance must be achieved between corporate philosophies and the manner of projecting them with the appropriate type treatment.

No doubt there are thousands of fonts offered to designers, but a good designer will not succumb to the temptation of using pre-established fonts. The professional logo designer works from scratch, the way a patissier creates his ultimate signature mille-feuille.

Even modifying a pre-made font is not an option. This is the niche that typography enthusiasts guard with fervor. Typographic logos will consistently demonstrate manners, culture, and purity. The type selected must have the quality of adaptability, particularly when numerous applications are envisioned for the logo. Sadly, the best marks become adulterated when typographic support is not managed with skill and talent, and the rest of the graphic elements tumble down in quality.


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9.  Street Art


When you hear the words "street art" handmade graphics come to mind. Talented illustrators with street art backgrounds have artfully changed the wall painting spray with the Illustrator bezier tool.

Many people think of street art as a breath of fresh air - a welcome relief from digital computer art.

Street art logos have always been around. Indications are that they will be for a long time. They are the preferred medium for producers of extreme sports and manufacturers of sports gear and clothing. When abstracts are on the decline, but people still expect a nice story from logos, street art will regain its popularity. When designers want to create something original, they may opt for some of the trendy street art seen in recent years.

Street art speaks for the souls of designers: there may be hints of urbanism and perhaps a speck of subversion and activism.

When bold and bright street art is reflected in logo design, just let your mind travel across geographical locations: from the East Side gallery of Berlin, to the diversity of Melbourne and to the murals of Sao Paulo, Brazil, you'll discover that logos with street art are reminiscent of a place and time that have made a distinct impression on the beholder.


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10.  Puzzle Patterns


When people exclaim, "the world's gone mad!" we think that logos have also followed suit. The proliferation of brands and the thousands more that emerge everyday make it clear that their visual impact has diminished.

How does one compensate for this diminished visual impact?

One way is for brand designers to tread into uncharted territories, going to places they never dreamed would be possible. What seemed like mission impossible two years ago is now de rigueur.

These Puzzle Patterns must evoke entire sagas instead of reducing elements to the essence of the brand. Most patterns highlight nature, and bringing nature to the screen is a recurring trend for as long as logos are designed on machines, away from nature itself.

Instead of going into the elemental essence of a brand, designers are using complex vector graphics to intentionally veer away from the rules. Their mantra these days is, "design has no rules." There is an undisciplined but skillful interplay of type, patterns and images. Restraint is out of the question. Anything goes with these puzzles: animals, letters, plants, insignias or random geometric forms are given full rein. No one's worried about meaning, because this unrestrained "melange" caters to a purpose that is strictly decorative.

At present, Puzzle Patterns are the ultimate anti-corporate battle. Don't be surprised however if in the years to come, big corporations going through a face lift will decide that they definitely need something DIFFERENT and hence will go with this trend.


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Origin via logoorange.com
experience designdesigntips
The purpose of this presentation is to learn about customers’ ways of purchasing and their experiences during this process.
Plan:
- The most critical elements of the customer experience: customer choices
- Who's experience is it anyway?
- Customer experience frame work and steps
- Why customer experience is important
- What makes an experience  outstanding?
- Customer experience and the 'element of surprise'
- How to deliver customer experience ... across touch points
- Customer experience while waiting
- Services with no human contact
- Customer experience in banks, electronics, furniture retailers.
- Example: Starbucks:  Take Home an Experience
- Questions to ponder

The most critical elements of the customer experience: customer choices

Level 1 - Recognition-Based Decisions:

Quick and largely automatic, unconscious, or habitual decisions, people make every day In which the persons do not pay much attention to attractiveness. They simply "know" from earlier experience what decision to make in a particular situation.

Level 2 - Simple Attractiveness Based Decisions:

few attractiveness attributes favoring the chosen alternative. The solution is obvious to the customer. These decisions may still be driven by habit or affect (feeling). They also may be made as quickly as Level 1 decisions.

Level 3 - Alternative-Based Decisions: 

Involve choices between alternatives with goal conflicts. Attributes favor one or more alternatives. Repeated decisions at Level 3 may become transformed to Level 2 or even Level 1.

Level 4 - Innovative Problem Solving Decisions:

Alternatives are not fixed. At this level, creative problem solving is an important  sub-process that leads to the generation of alternatives to be considered.

Who's experience is it anyway?

An experience is: the way a person's mind perceives, interprets, and evaluates what they do and the things that happen to them.
- Customer's experience:

Disconnection between the customers' perspective on their goals and a provider's beliefs about the customers' goals : The provider should understand how customers conceive what they're trying to accomplish and what's important to them.

The customers experience doesn't just happen at the provider.  It navigates a wide range of activities to satisfy his needs.

- Its all about feelings:

The customer experience is "how the customer thinks and feels" as he navigates, in an attempt to address his goals.

"People buy emotionally and justify with logic."

- Designing experience:

You can't design the customers' experience.  You can only design what you do in a positive and highly effective way so that the customer's experiences emerge.

Customer experience frame work

Expectations
- What do users think about you?
- What do they want to do?
- How do they expect to be treated?
- What are users' intentions?
- What do users do?
- What are they thinking?
- Do they succeed

Customer Experience
- Engaged?
- Frustrated?
- Confused?
- Why?

Customer experience steps
1- Select
2- Buy
3- Recieve
4- Use
5- Assist
6- Maintain
7- Resolve
8- Return

Why customer experience is important

Direct impact on business:
- Product/service differentiation
- Valuable competitive advantage
- Improved brand perception
- Increased market share

Retains customers:
It retains customers, improves their profitability and satisfaction over time.

Organizations with more complex b-to-b relationship often have the most to gain by making improvements in their customers' experience.

Improvements:

Based on research, companies that have made meaningful improvements in their customer experience have realized improvements of 10-25% as a result of increased retention, additional sales, reduced customer acquisition costs, and improved price realization.

What makes an experience outstanding?

Start by knowing your customer:
Who are the customers?  What are their priorities and underlying needs?  What are they trying to accomplish?  What is the natural path they follow to accomplish those things?  What influences their emotional and rational reactions?

What makes the experience outstanding?

- Identity: Outstanding experiences allow a person to reinforce and express a positive self-image
- Challenge:  Outstanding experiences allow a person to work at the edge of their capabilities.
- Learning:  Outstanding experiences generate learning; a person comes out of these experiences smarter, more capable, and more confident than they were when they started.
- Engaging: Outstanding experiences tend to be absorbing and, in many cases, a person may lose track of time

Customer experience and the 'element of surprise'

It is not easy to make a customer talk about his experience. One of the most important drivers of both positive and negative word of mouth is the element of surprise.

- The element of surprise: It might be something small, like a salesperson that is friendlier than expected. Or something more significant, like Delta Airlines knowing clients' birthdays and giving them a bottle of Champagne as an unexpected surprise.

Creating a drumbeat of small positive non programmatic surprises is important. There are always going to be times when the customer has a negative surprise but having a balance of positive surprises should offset this.

How to deliver customer experience

- Time
- Fun and entertaining

Accross touch points
- Sales and stores
- Product
- On-line
- Customer service

If your service requires waiting, you should consider:
- Reducing the Actual waiting Time
- Designing a Better Waiting Experience
- Unoccupied time feels longer than occupied time.
Provide news or entertainment to customers while waiting
- Anxiety makes waits feel longer.  
Customers are anxious when they don't know whether they've been forgotten, whether they've chosen the right line. Effective experience designs find ways to proactively remove what customers are worried about.  
- The more valuable a service is, the longer the time people are willing to wait.
Customers are generally more tolerant of waiting for high-demand or high-value products and services


Services with no human contact

When contacting a company or organizations, consumers are:
- 68% frustrated when they cannot reach a live human being
- 56% find waiting on hold, listening to bad music or repetitive messages frustrating
- 33% are frustrated because of unanswered emails and phone messages

 Aggressive customers
After a negative experience with a company or organization:
- 80% decide to never go back to that company
- 74% register a complaint or tell others
- 47% swear and shout
- 29% have headaches
- 13% post a negative online review or blog entry

Customer experience in Banks 

bc-bank-workers-(1).jpg


Customer experience in banks can be improved by:
1- Channel renewal
Channels can be more than points of transaction convenience. Channels can also become point of sales

So banks should :
- Focus on new ways to interact with customers and understand their financial needs to better serve them and sell more products
- Widen customer reach and service
- Offer banking services to increasingly mobile customers
- Consistent customer experience across the delivery channels

2- Branch Transformation
- Bank customers will continue to crave the human interaction with the institution to which they have entrusted their financial well being.
- Banks must recognize that this interaction is one of their best opportunities to enhance the customer experience.
- The branch must evolve from simply a transaction oriented channel to one geared towards a full fledged relationship management channel

Customer experience in electronics:
bc-electronics.jpg

General Electric example:General Electric has invented the 5S strategy to enhance its customer experience:

1. Sort - Eliminate unneeded items
2. Simplify - A place for everything
3. Shine or Sweep - Keep the workplace clean
4. Standardize - Identify work standards
5. Sustain or Self Discipline - Keep it going!

AWARENESS
We become aware and we learn about a product, service, or brand

COMMITMENT
We choose and we buy specific goods, knowledge, or services

USAGE
We use, enjoy, repurchase, and share our experiences with others

bc-furniture-retail.jpg

Customer experience in furniture retailers:


- On the showroom floor with friendly salespeople
- Salespeople who know in an instant which pieces, fabrics, colors and finishes are in stock
- Real time inventory accuracy and visibility
- Accuracy in special services, such as fabric coating or assembly
- Fast, accurate home delivery (same day or next day delivery)
- Avoid having warehouse workers waste time running around looking for products, or worse yet, claim they are out of stock when in fact the items are just "hidden away" in the warehouse somewhere.

What if...
...you had 100% accurate visibility to every item in your warehouse, virtually eliminating the need to do physical inventories?
... you could systematically direct every task in the warehouse, including put-away, picking and special services?
... you could optimize route planning and truck loading for home delivery?... you coulde handle return efficeintly, never unknowingly mixing returned goods with new products?


bc-starbucks.jpg
Example: Starbucks Take home an experience


Mission statement "Live Coffee"
The Starbucks Value Proposition

- To create an "experience" around the consumption of coffee, an experience that people would weave into their lives
-To create an uplifting experience in " Customer intimacy "
- To create an " ambience " based on human spirit, sense of community, and the need for people to come together

Having coffee became a necessity
- Customized drinks
- Hand crafted drinks
- Wireless internet service"feeling at home " experience

5 principles for turning Ordinary to Extraordinary
1- Make it your own
2- Everything matters
3- Surprise and delight
4- Embrace resistant
5- Leave your mark

The 5 ways of being
1- Be welcoming
2- Be genuine
3- Be considerate
4- Be knowledgeable
5- Be involved
customer experienceconsumer brands
A strong brand is one of the most powerful assets a company can have. The brand functions as an effective and link between the consumer’s needs and the organization’s value proposition.
By Michel Jansen 
 

What Brand Managers can learn from Fashion Designers

A strong brand is one of the most powerful assets a company can have. The brand functions as an effective and efficient link between the consumer's needs and the organization's value proposition, because it represents the functional and emotional advantages of the concept, which capitalize on the ambitions and aspirations of the consumer. The more successful the brand is in doing so, the greater the chance that a meaningful relationship will develop. As long as the brand is able to fulfill the consumer's ambitions and aspirations, the consumer will repay the brand with loyalty, preference and the willingness to pay a higher price (= margin)! Developing a meaningful brand is therefore one of the biggest challenges in today's business world. At the same time, it is true that the position of many brands is currently under pressure. As a consequence of several developments, brands have difficulties in delivering sufficient value and in remaining the consumer's number one choice. Some factors which have great impact on the diminished attractiveness of many brands are:

- Commodity trap
Due to worldwide overcapacity, markets are characterized by extreme competition. In order to survive, many brands use low prices as their primary weapon in fighting the competition.

- Copycats
As soon as propositions appear to be successful, copycats enter the market and in no time at all they introduce their version. It goes without saying that, most of the time, the lookalike is very similar to (if not the same as) the original. This is not surprising, since the copycats want to grab as large a piece of the "success pie"as possible.

-  Accessibility
For a long time, one of the strongest assets of a brand was that it possessed a certain kind of intrinsic attractiveness. Brands were desirable because they were not within everybody's reach. Today's wealthy society means that many brands are available to everyone, no longer only to the select few.

-  Constantly changing consumer needs
Today's wealthy society is characterized by a new paradox as regards consumer purchasing behavior. On the one hand, we live in a world of overcapacity, with a limitless number of product choices with which consumers can fulfill their needs, ambitions and aspirations, to the point that many markets are seen as saturated. On the other hand, consumers very quickly become bored with the existing products in the market and swiftly start looking for new ideas.It can be said that many brands have great difficulty in responding properly to these constantly changing consumer needs, as they are insufficiently attuned to the real needs, ambitions and aspirations of their consumers. To stay successful, brands have to introduce new products continuously. Therefore they must be able to respond adequately to the changing developments in the market and achieve a shorter time-to-market.

- Shorter product life cycles 
The fact that many people very quickly become bored where products are concerned leads to shorter product life cycles. This implies that brands have to be developed faster than ever before, along with new products, which puts a lot of pressure on the profitability and growth ratios of the brand. This is particularly so because the bar for evaluating the performance of a newly-launched product has been set very high, as compared with the situation which prevailed a couple of years ago.

-  Eroding margins
As a result of all the trends and developments described in the previous paragraphs, one can state that margins are eroding. Brands are forced to offer their products at lower prices, so as to earn back their investments within a shorter time period, in a market characterized by overcapacity and constantly- evolving consumer needs.

These developments provide an overview of the difficult reality with which many brands are confronted in many markets! We deliberately speak of REALITY, as there is no way out! This is the situation brands have to deal with: now and even more so in the near future!

Changing the paradigm
Rather than trying to escape this difficult situation - which is almost impossible to do - the biggest challenge for a brand is to adequately adapt to it, to learn new routines and behavior that can help the brand survive. Brands have to find a new modus vivendi in order to stay vital and relevant! This means that they have to look for new sources of inspiration. And herein lies a new challenge for many brand managers: to change their perspective, because for many years their major source of inspiration has been the world of fast-moving consumer goods (FMCG). In other words, the behavior of FMCG brands is seen as the point of reference in the branding field. To a certain extent it can be said that FMCG brands deserved their image as brand leaders, since, when compared with brands in other markets, their skills and competencies were more highly developed. Moreover, to a greater extent than any other market, the FMCG market is characterized by its very strong market dynamics.

It is not surprising that FMCG brands were seen and used as a benchmark, since they were also the first to discover and exploit the enormous potential of possessing strong brands. In addition, they have further developed the concept of branding by experimenting with issues like brand stretching, endorsement branding and portfolio branding. In short, as pioneers in the field of branding, FMCG brands were a beacon for many other brands, and therefore a great source of inspiration. We wonder, however, whether the 'brand rules' defined by the 'fast-movers' are still up to the task of overcoming the many problems that brands have to deal with nowadays. A close look at their market reveals that many FMCG brands have seriously lost ground. They start losing market share and their profit decreases, since they have difficulties in maintaining the strong positions they once occupied. As the dynamics in their markets become more intense, FMCG brands also seem to suffer from the same factors described in previous paragraphs. And it is apparent that they themselves have severe difficulties in coming up with adequate answers for building valuable brands!

The question is: "What's next?". Where do we get new inspiration in order to build strong brands, when FMCG brands can no longer be seen as role models? We have to look to other fields. Therefore, we have asked ourselves one simple question: What market can serve as an inspiring metaphor when it comes to finding new ways of creating valuable brands? In the end, the answer appeared to be as simple as the question: the fabulous world of fashion, because if there is one industry where people have very well understood the concept of value creation, it is the fashion industry!

Furthermore, fashion brands are interesting not only because they are able to ask (very) high prices for their products, but also because the dynamics in this market make the category worth a closer look. More specifically, it is important to realize that the fashion industry is characterized by the same factors as described. To mention some of them: the fashion industry has to cope with extreme competition: the number of fashion brands is enormous.

Fashion brands have to contend with discount labels that copy the ideas of the big fashion brands and offer them to the market at very low prices. The fashion industry has to cope with the short time-to-market issue, because every season, four times a year, these brands have to show a complete new collection to an eager audience. And, as the name suggests, fashion is concerned with fashion...what is hot today, may not be tomorrow. It goes without saying that fashion brands perform under very high pressure, since the competition is very intense and their consumers have very high requirements. At an abstract level, fashion brands have to deal with the same dynamics that exist in any other market - and their market conditions are perhaps even worse! Fashion brands, however, are still able to stay ahead of their commodity trap by constantly coming up with new and inspiring concepts and remaining alluring! Apparently, fashion brands are used to dealing with extreme competition and ever-changing market conditions. They seem to have created a mechanism for coping with these difficult situations, since they constantly come up with inspiring and exciting propositions. Hence, the question is: what can brand managers learn from them in order build valuable brands themselves?

Eight rules for becoming a fashion brand
It seems that branding has entered a new era, in which FMCG brands will no longer lead the way in branding. From today onward, brand managers should start looking at the fashion industry and trying to understand how fashion brands are able continuously to captivate their consumers. We have used the world of fashion and the way fashion brands behave as a metaphor, in order to find new inspiration and energy for building valuable brands. Below, you will find observations on how fashion brands behave in order to maintain their allure. We have clustered our observations around eight dimensions which, we believe, can be seen as the key success factors of fashion brands.

1. Be Imaginative
Building a strong brand starts with building a strong vision of the market. It entails creating your own world, in which you explicate the - unique and distinctive - relationship between how users approach your products and the way in which you want to satisfy their needs, ambitions and aspirations. A good appreciation of the interaction forms the basis for a strong philosophy that ultimately becomes the signature of the brand.

2. Be Creative
A constant flow of innovative propositions is the most potent way of making the philosophy of the brand tangible. This requires an open mind and the willingness to experiment with many different kinds of elements, like movies, books, fabrics, techniques and cultures, in order to break existing conventions and paradigms. This can only be achieved if one is willing to take a bit more of a risk in order to stand out from the crowd.

3. Be Original
It is crucial to be recognizable in a crowded market. The only way of achieving this is to stay true to yourself and to use your own philosophy as a starting point for innovation. Brands have to challenge themselves to retain their originality, as this provides them with a unique and distinctive market position. Furthermore, it will contribute to a deepening of the relationship with the consumer. The latter will appreciate the brand's authentic behavior and will see it as proof that the brand wants to build a genuine relationship with them.

4. Be Elegant
A brand's assortment often consists of a broad range of products. Offering choice is an important aspect of creating value, since nowadays consumers want to be treated as individuals and to have the opportunity of using products which fit the occasion. Using a 'one size fits all' approach is therefore inadequate if different user moments can be distinguished. This also provides the chance of being relevant to the consumer on many more occasions.

5. Be Alluring
To a certain extent, selling a brand is selling a dream. A dream to which consumers aspire, and buying a specific brand helps them to make this happen. Not always is it possible to make dreams come true, which makes them even more desirable. They are difficult to attain, which is synonymous with scarcity and thus even more attractive. When it comes to the accessibility of the brand, it is important to build in some selectiveness, in order to keep it alluring.

6. Be Aspiring
A consumer's purchasing behavior is a reflection of the person he aspires to be. People buy products that fit in with their ideal self. It is a way of showing themselves and their environment whom they ideally want to be or how they want to be perceived. Understanding these deeper (sometimes unconscious) drives and motives of people, which to a large extent determine the purchasing behavior, makes it easier for brands to help consumers to express themselves.

7. Be Evolutionary
To remain inspired is a challenge that calls for continuous renewal of the brand. By being capable of observing what is going on in the context, and understanding relevant drivers of change, brand managers enable themselves to anticipate these changes and come up with new and inspiring propositions that fit in with the actual needs, ambitions and aspirations of the consumer. Being connected, therefore, keeps the brand vital and forms one of the pillars of the brand construction.

8. Be Committed
Building up an enduring relationship with the consumer is a strong asset of a brand. To keep this relationship with the consumer worthwhile, the brand must invest in it ceaselessly. Obviously, this demands of the brand owner complete dedication to the brand. He should approach his job as his life's work and put all his efforts, passion and perfectionism into it, so as to make clear to his buyers that he is willing to build a genuine relationship.

To Conclude
These eight dimensions together serve as the foundation for building a valuable brand. They are intended to provide brand managers with a set of criteria that can help them to understand on which dimensions the brand is doing well, or which should be improved. However, in evaluating the performance of the brand on these criteria, it is evident that there can be only one source that determines the score: the consumer!

Origin via brandchannel.com
branding strategyconsumer brandstips
The purpose of this presentation is to learn about how to exploit your brand story, based on real cases.
Plan:
- Need a brand story?
- Exploit your brand story
- Why use a brand story?
- When to use a brand story?
- Writing your story
- How to invest in creating your brand
- Marlboro Story
- Gillette Story
- United Colors of Benetton Story

Brand Story...
Because people prefer brands, with a story...

How to invest in creating your brand<
"Brands are like short stories...they are understood in seconds, or never"

Need a Brand story?
   Do you ever feel the need for:
- More cohesive communications?
- Better appreciation of your strategies?
- Simpler information, richer understanding?
- Closer ties between your organization, brand and customers?

If the answer is yes to any of these,Brand Story is the key......because people prefer brands, with a story"

Exploit your Brand story
Why brand communication fails?
Most brand communication strategies fail because they fail to communicate with the intended audience. It's easy to waste a lot of time, money and energy on a brand that looks great but fails to converse with your customers.

Brand story:Developing a great brand requires much more than great design - it requires a creative and pragmatic approach to thinking about how to exploit your brand story and maximize it's impact.

Why use a Brand story?
Great brands are customer focused:
They create buying preference, loyalty, and deliver an experience that turns customers into advocates.

Great brands are built by teams who share a vision: 
A brand story, co-created by people who will build your brand, can:

- Improve team coherence: your team will understand what is required from the brand and live the image that it is delivering.
- Simplify decision making and increase efficiency: all decisions will taken respecting the brand story.
- Optimize market and customer impact, by delivering a clear and solid image of the brand.
- Bring consistency to your brand experience, while delivering a brand that has a consistent story
- Provide a framework for measuring success

When to use a brand story?
Create an inside brand story if:
- You are introducing a new company, product, or service brand
- You have gone through a merger, acquisition, or reorganization
- Your team is new, expanded, or has changed significantly
- Your communications are fragmented, unfocused, or lack distinction
- Customers, competition, or market circumstances have changed
- Your existing brand has lost some of its glow

Writing your story

Three steps for writing your story:

1- Exploration: start by uncovering facts, truths and legends within your company

2- Imagination: then try to apply to information, then scenarios, characters and plots, delivering the prime story idea
3- Narration: share conclusions and spread the word with chosen storytellers, inside and then outside your company

Think of your brand as the main character:
While writing you story, imagine it as a movie or play and consider thinking about the following:
- The motivation of your character
- What your character looks, sounds, or acts like
- Who your character encounters or associates with
-The setting in which your story takes place
- The plot, or what happens to the character in the story The theme, or moral, of your story

How to invest in creating your brand story

Brand definition:A brand goes beyond a company name and tagline. It is a complete personality, a set of values, a story line, along with repeated visual, auditory and behavioral elements.

When you decide to invest in creating a brand story, follow these guidelines:

1- Be distinctive:Never steal from another company's identity. Always generate a powerful contrast with competitors' images. Do something different.

2- Repeat, repeat, repeat! The more times your slogans, logo, colors, values, and most importantly your story, comebefore your intended public, the greater their effect.

3- Be persistent: Never modify or update a central element of a brand story just because you're tired of it. If it's working, it can continue working for decades.

- Marlboro has linked itself with cowboys since the 1950's
- Betty Crocker changed her hairstyle, but she's been wearing red & white since her first appearance in 1921.

4- Don't water it down: A brand story must stand for something and must be linked with something specific in the minds of your public.

5- Evolve as necessary: Brands may need to mutate when they're perceived as misrepresenting a company that has changed with time.

Marlboro Story
The brand is named after Great Marlborough Street, the location of its original London Factory.

bc-marlboro.jpg

- 1902 Marlboro was created By Phillip Morris.
- 1924 Marlboro was advertised as a woman's cigarette based on the slogan "Mild As May".
- World War II: temporarily removed from the market 3 new marks during war: Lucky Strike, Chesterfield, Camel.
- 1955: Filtered cigarettes launched when published articles that linked smoking with lung cancer.
-1960: Philip Morris invented "Marlboro Country" and distilled their manly imagery into  the rugged cowboys known as the   "Marlboro Men.

Gillette Story

bc-Gillette_Logo_blue.jpg

- In the very beginning, Gillette put a close shave within reach of every man, every day, with a simple technical breakthrough called the safety razor.
- New technical breakthroughs - razors, blades, coatings, systems :Daily shave became a glorious, masculine ritual.
- Gillette technology equals joy in shaving
- Then young shavers began to reject the old ways and move on. Disposable razors challenged the old, reverential view and Bic stole market share : Gillette responded putting out its own disposable razors with twin blades
- A new young market emerged. Gillette launched blades with proper support : the daily shave became easy and comfortable.

" Good stories, like old truths, can increase their value when told anew "

United Colors of Benetton Story
Benetton's history is reflected by the company's advertisement campaigns ...

bc-united-colors-of-benetton.jpg

- 1972: Posters campaign by Eldorado Agency
- 1984: "All the world's colors!"simple, joyful and colorful poster and press campaign. 6 adults, and 6 kids, in a festive display of ethnic and clothing colors
- 1985: The visuals changed, from groups to couples
- 1987: Benetton. "World of Jeans" became the company's jeans slogan.
- 1988: "United Superstars of Benetton"Mixed cultures and legends : Adam and Eve, Joan of Arc and Marilyn Monroe, Leonardo de Vinci and Julius Caesar
- 1990: confrontation between black and white, with no clothes
- 1994: The campaign was very diversified : a mosaic of a thousand  photographs of people and the same message : Aids
brandingbranding strategy
Why local brands need to do more to connect with consumers? In life generally, it's very difficult to trust someone that you don't know. If we take this premise and apply it to products, how can consumers be expected to chose Lebanese brands when so little is known about them?
By Joe Ayoub

Yet a recent advertising campaign asked consumers to do  just that. "You love your country, love its products" was the campaign  slogan, which was expected to inspire consumers to purchase something  simply because of its manufacturing origin. Certainly consumers would  have had every right to answer the recent campaign by throwing down the  challenge: You want me to buy Lebanese brands? Then tell me more about  them. In truth, we would be hard pushed to know much about any of our  local manufacturers.

Origin via Executive Magazine
brandcell newsbrandcell articles
Annual guide to the state of innovation in our economy, featuring the businesses whose innovations are having the greatest impacts across their industries and our culture as a whole.
1- NIKE:
nikelogo.jpg
For a pair of revolutionary new products and a culture of true believers.


2- AMAZON:
amazon.jpg
For speeding up the delivery of change.


3- SQUARE:
square.jpg
For spreading the mobile payments revolution.


4- SPLUNK:
splunk.jpg
For bringing big data to the masses


5- FAB:
fab.jpg
For evolving into the destination for design wares
innovation
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