Big Hearted Brands
What do TOMS Shoes, The Gap, and the United Nations Development Group all have in common? These organizations, along with many others, are making an earnest effort to make the world a better place.
"Cause branding" is becoming a popular medium for companies, organizations, and their customers, to show support for humanitarian issues and promote social responsibility. Stay tuned for posts about new products you can buy that not only look good, but will make you feel good too!
Contributed by Laine Beyerl
Back to Basics
More companies have recently returned to their roots to re-direct their focus on their product and the customer experience. Most people are aware of Howard Shultz’s return as CEO of Starbucks and his new initiatives to return the focus of the brand back to coffee. How many caffeine-thirsty customers were shocked when every single Starbucks location closed for a few hours so all employees could be trained?
He Said She Said: Walmart's New Logo
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He Said…
Walmart's old, stodgy logo needed a makeover...bad...The new typeface is more approachable, and friendly. Although I see the rationale behind the "spark" icon, its seems completely generic, and resembles a loading sign for a YouTube video...all and all the new logo is still a step ahead of the old. Eventually this logo will become so ubiquitous that people will start to say the opposite; "that loading sign looks like the Walmart logo."
She Said…
With change comes resistance and with resistance usually comes criticism. In my experience, the gut reaction to most logo evolutions/changes is primarily negative, especially when the previous brand has been around for a while. Me on the other hand, I am a bit of an optimist. I feel that the new Walmart logo is, at least, a statement of recognition that they must evolve and grow in order to create more positive associations in the mind of consumers. With a competitor like Target, who exudes modernity and eco-friendliness, it is imperative that Walmart regroup and find a way to reconnect with customers. The logo change, although conservative and somewhat generic, has its successes. The typeface is clean and modern with hints of customization and approachability, while the abstract mark could be representative of a plethora of symbols. A few that come to mind are a new idea, a spark or catalyst, the sun (friendly, warm, inviting) or a hub that connects you all your necessities in one place. Overall, I would say that this new logo is an improvement and a step in the right direction. Now let’s see if they implement a new brand strategy.
Check out Brand New by underconsideration.com for more commentary on the new Walmart brand.
He: Nick Irwin, Graphic Designer
She: Kristin Everidge, Graphic Designer
Juicy Naming
Always Anonymous. Always Juicy.
Admit it. Even though you know there is no chance that this blog will contain anything “juicy” enough to require anonymity, you read on . . .
Sure, www.JuicyCampus.com does what a provocative name is supposed to do; it draws attention to itself. Thousands of students across college campuses log on to the website each day. But is the risqué name somehow inspiring risqué content on the site?
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Dog-Gone Marketing
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Man’s best friend has become a marketer’s dream. It’s no longer simply designer carriers and rhinestone-studded leashes. Today’s pups are surrounded by as many luxury labels and fashion trends as the rest of us. With clever brand names to boot.
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Nickname it!
I’m going to hop in my Beamer and grab some Mickey D’s for lunch!
I guarantee that you understood exactly what I meant when you read that sentence. In today’s world, we’ve become accustomed to using nicknames in place of brand names, but have you ever stopped to wonder HOW these brand names become nicknames? Sure, we all have a natural tendency to abbreviate, but do certain nicknames have a meaning?
Lovemark Branding
Lovemarks. No, I’m not talking about the possible cause for a rapid increase in turtle neck sales among high school girls. According to Kevin Roberts, author of Lovemarks: The Future Beyond Brands, making an emotional connection with your consumers, earning their respect and love, will yield brand loyalty.
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Big Oil Branding
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With gas prices at a record high, it was surprising to hear that consumers are marking their gas purchase decisions based upon product performance rather than price. I thought I was alone in being brand loyal, but I am glad to hear that is not the case. According to research by the NPD Group, this marks a shift in consumer behavior after a decade of decline in gas purchases due to product performance.
Word of the Day: Antonomasia
antonomasia (an-tihn-uh-MAY-zha)
noun
Latin word, from the Greek antonomazein, meaning “to name instead”
anti- {instead of} + onomazein{to name (from onoma, name)}
1. The substitution of a title or epithet for a proper name, as in calling a judge "Your Honor."
2. The substitution of a personal name for a common noun to designate a member of a group or class, as in calling a traitor a "Benedict Arnold."
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Man Brands
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Looking for a belated Father’s Day gift? Lucky for you, it’s 2008, and the male shopper has become an increasingly sought-after demographic. There are loads of ‘man-brands’ lining the shelves these days that are perfect for the occasion.Read more