Archive for the ‘Branding’ Category
Fear: the enemy of the brand
Posted by ehernandez in Branding on July 9th, 2009
Ok, so it’s all bad news. Everyone is tightening their belts to try and survive this economic downturn. Lets look at the recipe for this problem: first, take several years of economic growth whipped into a froth with hyper-inflated real estate values; combine with sub-prime lending to over-extended people; add a handful of greed; mix that with an extraordinary election year; fold in “the war” that brims with uncertainty, and top with the annoying fluctuation of gas prices…. and ding! The media has a menu full of doom-and-gloom stories they force-feed to the public through every available media channel.
Those of us who live and breath the world of advertising, branding and design, have much to think about. Why should we care about brands in times like these? Because it’s during these times of recession that businesses can have the highest level of vulnerability and opportunity. Those responsible for shaping and maintaining a brand have much more influence over whether the current news climate weakens or strengthens their brand than they may realize.
Brand Identity: When should you refresh?
Posted by ehernandez in Branding, Design on May 29th, 2009
Some things are easy to change, and it’s obvious when they need changing. Light bulbs, toilet paper, underwear… brands? Brands, don’t fall into this category. When should you change your brand identity, and how much do you change it? Should it be a subtle refreshed or totally redesign? While there isn’t a scientific formula, there are several ways to know when it’s time for fresh eyes on your brand.
How old is your identity? How many years have you had the same brand? In a world where the career of a tv star can be measured in weeks, it’s a good idea to reassess your brand at regular intervals. I know you may be thinking, “What about brands that have been around forever, like Ford or Xerox?” Look around, even the big ones refresh their brands and logos over the years. The change might be as subtle as the width of a font or the shade of a corporate color, or it may be an extreme makeover.
What about the introduction of a new product or service, or meger with another company? These are all appropriate times to see if your brand is keeping pace with your company’s changes and current design trends.
Let’s look at how and why two companies redesigned their brand identities.