Smash Your Brand
August 30, 2011 | Author Brooks
Thanks to @aronstrong for calling my attention to this Fast Company article on brand. I’ve read some stuff by Landstrom before and I like his ideas and presentation, even if I don’t always agree with the principal. Here, Martin has done a good job of explaining the concept of brand beyond logo.
The one shortcoming in this article is the development of the brand beyond a tangible product. He touches on the idea of fonts/styles/layouts, etc, using Apple and Amazon as examples. What he doesn’t clearly identify as key importance is the push mechanism of the brand. Sometimes you have to educate the consumer as to why your style is different. If you’re credible, they’ll listen subconsciously and ultimately “form their own opinions”.
My summary, invest in the development of a well-rounded brand, but never neglect the marketing portion of brand development. Like the rose bush….it takes more than a seed and mother nature.
How to Build an Unforgettable, “Smashable” Brand Identity (Hint: It’s Not the Logo)
BY MARTIN LINDSTROMMon Apr 11, 2011
No, you don’t have to tell me, because I know what you’re about to say: your new product is brilliant. It’s a game-changer. Problem is, you need a killer logo. Well, today, designers, inventors, and investors are facing a dilemma similar to the one that writers and artists have struggled with for decades: there’s nothing left. Or here’s another problem: if you do manage to create a jaw-droppingly clever or memorable image, rather than engendering widespread consumer recall of your brand, your Easter-blue palette risks looking uneasily similar to the Tiffany box, and your little black bull is a transparent rip-off of the one that dangles from the neck of Sangre de Toro red wine.
As far as the logo is concerned, to paraphrase Bill Maher, it’s time for New Rules.
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Google’s Groupon Killer
June 9, 2011 | Author Brooks
The Truth about Daily Deals
June 2, 2011 | Author Brooks
Tags: That Train Done Come Off Its Tracks
February 2, 2011 | Author Brooks
New Year Wishes
January 6, 2011 | Author Brooks
ChristolBranden wants to wish everyone a prosperous new year. The economy is getting better. The climate is calming down. Politics are as stable as ever. Toast with us a grand 2011!
The cost of social media
January 6, 2011 | Author Brooks
This is a really good analysis of what companies are spending or could expect to spend on social media marketing in 2011. From a standpoint of selling these services, I find it both a blessing and a curse. While these figures are likely in range for companies in many markets, there are also some markets that these figures will never fly. Many companies will see the comma and be scared and that’s okay if your budget isn’t *that* friendly.
I advise companies to work with a marketing expert to determine the goals of SocMed and then determine a budget. While success should be the first question, in this economy it usually is the second behind price. I warn companies looking at investing in professional communications services to not base your decision on price alone. Anybody can build a blog and post to Facebook, but remember that its not the capability to post, its the ability to convert your efforts into sales. Anyone can sit down at a piano and peck out a tune, but only a trained artist can use the same tool to create an emotionally driven piece of music.
From MackCollier.com
UptownBoro.com Live!
January 2, 2011 | Author Brooks
- TiVo Names Dorito's 'Friend' Most Engaging Bowl Spot http://t.co/cYyULenN via @mediapost
- Review of http://t.co/Sn0KyoIG Superbowl Spots last night...we gotta agree with everyone else: Meh.... http://t.co/abQQPVJV
- Good Clean Space - a look into the secret sauce of one of our effective ads for Murfreesboro self-storage company... http://t.co/thHgvQZv
- Mobile site is now working.
- Have you participated in the pre-Super Bowl Commercial buzz? What is your favorite spot so far?
