Oh The Places Your Logo Will Go: Unexpected Mediums that Must be Considered in Visual Branding
When working through the visual branding process, especially in logo design, there are a few obvious places the logo will need to be displayed, such as office signage, business cards and websites/social media platforms. But it’s not enough to simply perform in the usual logo locations - in today’s increasingly diverse mediums in which logos will be deployed, logos must perform as they are needed, no matter the new and unexpected places they might be found.
The impacts of this shift can be seen in recent design trends, including the rise of “modernized” logo designs, which de-emphasize intricate details in favor of simplified, smoother logos. These new looks carry a value in their ability to be easily replicated across various platforms and sizes. Other design trends, including wordless, icon-only logos and the development of animated versions of a logo, also carry a valuable nimbleness that translates across mediums.
Those overseeing these visual brand developments should be wary of committing a total focus to these logo applications at the expense of the overall visual brand experience. It can be easy to slip into the opposite mindset, putting so much focus on ensuring the logo looks great when scaled down to a website icon-sized replica that when scaled up and applied to the usual areas, the overall look is compromised. It is a fine line between a logo that is solid on all ends of the size spectrum and a logo that excels in one but lacks in another.
This isn’t to say that the strategy should be one logo only, no changes, no variations, no matter what. In this case, consistency leans more along the lines of keeping key elements the same, but allowing for leeway in full usage or secondary marks. Many of the most successful visual brands have secondary or alternate logos, most of which are made specifically for a type of application. For instance, if a logo is mostly vertical but is going to be applied to a horizontal-focused medium, it would be time for a variation that still holds onto some essential brand elements but doesn’t compromise in quality.
More places to have a logo means more opportunities to get your brand in front of consumers to build brand equity. But if the consumer can’t easily connect the smaller or alternate logo back to your overall brand, you are missing out. As such, design with key brand elements in mind. Do you have a dominant color scheme, like the UPS brown, or a unique shape, like the
McDonald’s arches? Put these at the forefront of your design. That way, no matter what version, size or application a consumer sees your logo in, there will be an inherent ease in connecting it back to your overall brand.
A bonus piece of advice when working on this type of logo design - strong brands in general all possess these standout elements, so if you’re struggling to identify which should be the driver in your logo design, it may be time to go back and look at your brand development strategy.
Visual branding will be somewhat driven by the evolving and ever-advancing ways in which we consume our brands, and as such, the cornerstone of the visual brand development – the logo – will be will be required to follow suit. These strategies and best practices will help ensure that your logo works for your brand as well as possible, no matter what platform it is given.
Has your company recently experienced change or growth? Due to changes in business strategies, acquisitions, internal organizational changes or the addition of new products to a portfolio, your brand strategy may need to evolve over time. Click here to download your free copy of “Your Brand’s Guide to Corporate Change” today, and learn how to align your brand and business strategy for success!
Iconic Logo Timeline Shows There's No One Way to Evolve
Logo evolution is a natural part of the branding process. In fact, the evolution of the overall brand is common, and often necessary, in order to keep up with the latest advancements in the marketplace and ever-changing consumer mindset. But how a logo "should" evolve is still up for debate.
The below infographic by The Logo Company shows how a number of iconic brands have tweaked and shaped their logos over the years. And one thing is abundantly clear: the debate on whether there is a single definitive way to evolve a logo is over. The data overwhelmingly disputes the validity of one-size-fits-all logo evolution, driving home the point that each logo should keep the brand at top of mind and at the forefront of its evolution.
Dave Dixon, Senior Graphic Designer at Addison Whitney, sees a number of unique strategies within the logo evolution examples.
"A lot of these, like BMW, VW, and Shell, have really focused on using logo evolution to clean up and streamline their logos," he says. "To me, that indicates strong brand equity and a logo that illustrates the importance of brand building over communicating something extremely specific. The Shell logo, for example, doesn’t tell you that it’s a fuel/energy company or anything else about the business. But it’s unique and recognizable, so it does a better job than most other logos.
"The YMCA logo is probably the best example of an organization that felt they needed a new direction. The current logo is pretty clearly more youthful, energetic, and fun than the previous versions. It seems more friendly and accessible, which is a departure from the earlier logos."
He points out that the Windows logo is possibly the most interesting progression, mentioning how it has almost come full circle at this point - the current logo has far more in common with the original logo than with any of the iterations in between, speaking to the importance of simplicity and recognition over specificity and trendiness.
Full-circle logo design, new directions, specific communication vs. brand building efforts - the evolution of brands and logos has it all, and more. The one thing in common for them all is that they are all done within the premise of building a strong brand, and stressing the importance of continuity among the most recognizable brand elements. Whether it is a color scheme, a shape or a wordmark, a good logo evolution will build on the existing brand equity. Even if they all take use different blueprints in the building process.
7 Tips for Making Your Logo the Crown Jewel of Your Brand
“If, in the business of communication, image is king, the essence of this image, the logo, is the jewel in its crown”. – Paul Rand
As the saying goes, you never get a second chance to make a first impression. For brands, that first impression often comes when the audience initially sees its logo. Without a strong visual brand representation, any following movement toward branding success can be doomed to be an uphill climb. As Paul Rand points out, your brand’s image is a massive aspect of its brand, and your logo is the centerpiece.
So to help nail down a successful first impression, here are 7 tips to ensuring that your logo lives up to its place as the crown jewel of your brand’s image.
- Know who your logo will speak to and design to what you want it to say to them. Your design choices for a new soft drink logo should not also be your choices when creating a logo for an accounting firm. Your logo is often the first interaction an audience has with your brand, so their decisions about your brand will be largely based on the logo – make sure it speaks correctly of your overall brand.
- Connect the colors of your logo to what fits what emotions your brand represents. Simply put, color drives emotional responses. Certain colors are connected with specific emotions, and much like your overall design, color choices should fit with what your brand exemplifies. This is also another reason to begin the logo design process by identifying specific brand characteristics that will drive the ensuing branding decisions.
- Don’t let it become a one-trick pony. Keep in mind that logo versatility is vital. In today’s digitally-driven world, logos are called on to live on mediums that can vary from an embroidered shirt to a mobile app, and a great logo does so with equal success. Black and white, color, big, small, on a screen or in real life – these are just some of the boxes that good logos must check as areas in which they are compliant.
- Trends come and go. A good logo can last (close to) forever. There are some new design trends that provide a welcome update to traditional ways of thinking, and then there are some that are destined to be “blink and they’re gone” fads. Those logos that fall for the “next big thing” that turns out to be just the opposite are then left with an outdated-looking logo that is begging for a redesign, which can be costly and time consuming. Solid, quality, foundational design principles never go out of style, and those logos that can successfully walk the line between new and classic are destined to become timeless on their own.
- Confusion is never a good logo result – clarity in what your logo represents and how it ties back with your brand strategy can ensure long-term success. If a customer looks at your logo and doesn’t come away with at least a minimal understand of what the brand’s purpose is, then the logo is not doing its job. This is not to say that the logo has to scream out your brand’s offerings (no need to necessarily put food in a grocery store logo), but the link between the logo and the brand messaging shouldn’t look like a maze.
- It’s not what you say, it’s how you say it – your font choices speak almost as loud as the words themselves. Your font is a crucial piece of the overall logo design and can communicate your message just as much as any other visual element – take note of the variety of choices available and find one that can comfortably fit within your overall visual brand.
- Sometimes, simple is successful. In a recent study, it was discovered that 95% of the companies researched used only one or two colors total in their logos. Simplicity in color choices not only reinforces the aforementioned emotional connection with a color, but it also has become the trend as logos are being used in an increasing number of mediums and need to be easily reproduced.
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
Can New Visual Branding Strategies Make McDonald’s a “Modern, Progressive Burger Company”?
Today we are excited to have a guest blog from Senior Graphic Designer Dave Dixon!
“Modern” and “progressive” may not be the first words you would associate with fast food titan McDonald’s, but company leadership is working to change that. Enter the latest packaging revamp, which will roll out during the course of 2016 and is intended to work hand-in-hand with restaurant design, digital marketing and other brand conduits to establish McDonald’s as “a modern, progressive burger company,” as CEO Steve Easterbrook described it.
Specifically, the new packaging introduces a bright, vibrant secondary color palette to pair with the traditional red and gold so closely associated with McDonald’s, in addition to simplifying and de-cluttering the overall look of the various bags, cups and containers.
However, in tandem with the iconic golden arches, it’s the typography that really takes center stage in this design. Whether it’s the “McDonald’s” name or specific menu items (Big Mac, Egg McMuffin, Chicken McNuggets, etc.), type is the focal point of the design, using a bold font and stacked composition to noticeably break from previous packaging styles.
Time (and, perhaps more importantly, updates to the actual food on the menu) will tell whether this new packaging and visual branding strategy can achieve the stated goal of looking modern and progressive, but for me it misses the mark. While I can’t disagree that it’s more modern than the previous packaging, I also can’t shake the feeling that this is 2010’s idea of progressive, like your parents throwing their first Ugly Sweater Party this past December.
Feedback indicated that consumers “wanted McDonald’s to be McDonald’s,” according to Matt Biespiel, McDonald’s Senior Director of Global Brand Development, and the new packaging clearly reflects an attempt at balancing that with the push towards something more forward-thinking. Ultimately, that balance just isn’t quite right.
I love the oversize, bleeding-off-the-edge golden arches, and the iconic yellow is a vibrant contrast against the brown bags, but with both the traditional yellow and red present, the new secondary 
palette clashes instead of complements. And the secondary color palette itself seems to be trying too hard, especially when you read the names McDonald’s has assigned to them ¬– Magical Magenta, Ocean Fresh Blue, Optimistic Orange, Passionate Purple, and Zesty Lime. Consumers will likely never hear those names, but they (unfortunately, in my opinion) do match up with the colors themselves.
The typography, which as I mentioned is the focal point of the new design, also leaves a lot to be desired. The stacked configurations could have been interesting, but by using the established, corporate font found in the McDonald’s logo, they never really had a chance of looking truly progressive. Product names also seem to adapt to this style more easily than the company name, where the “on” in “McDonald’s” is overpowering and distracting.
Perhaps a more limited color palette and a purposeful juxtaposition between the big, bold golden arches and a more restrained, refined type treatment on the opposite side would have been more effective. It’s certainly understandable that companies like McDonald’s need to capitalize on their existing brand equity, but there has to be a better way to carry out the specifics.
Perhaps the most interesting aspect of this redesign from an industry insider’s perspective is the process that led to the new designs. Rather than working with one specific agency, McDonald’s brought together a team that included designers from each of its seven lead agency partners from across the globe. The team had just a week to brainstorm, and after receiving mid-week consumer feedback, narrowed things down to three finalists.
It’s impossible to say how McDonald’s new packaging would have looked had it been designed by a single agency, but in this case, the result seems to reflect the unorthodox process used to create it. In isolation, certain elements might have worked, but the whole ends up seeming somewhat less than the sum of its parts. In fact, by trying to be everything to everyone, McDonald’s just may end up being nothing to anyone.
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
Branding Your Space: How Your Office Can be an Extension of Your Brand
A good, successful brand is a living, breathing aspect of your organization. Encompassing what your brand represents at its core, and directly impacting those with whom it interacts.
Your office space can (and should) become an extension of your brand. It should embody the characteristics to which your brand relates. In short, your employees should see the brand all around them – from where the office is located, to what they see when they walk in the building, to how their lives are shaped by the brand they work for.
Seems like a simple concept, right? Not so fast. A CoreNet/Steelcase research article that had some pretty amazing statistics with regard to branding, including this graphic:
Interestingly, just 50 percent of respondents felt that their office design was brand consistent – way below more on the surface branding efforts like the appearance of logos, advertising and products. These branding elements are important, yes, but do they accomplish much in the way of turning your employees into brand advocates by bringing your branding to life? I doubt it. This is one of the reasons why branding and your office design/features should work hand-in-hand.
Here are a few tips on how to bring your brand to life around (and outside) the office:
Talk to your employees about what the brand means to them.
Find out what characteristics they can most relate to, and work to include elements in the design that capture the essence of how your employees see your brand. Again, they are the most important audience in this area of your branding. Additionally, they may show you a side of your brand that you never thought would be at the top of their priority list, but you find out it should be, helping drive your strategy.
Say your employees keep coming back to how your brand promotes collaboration and interaction - two characteristics that are difficult to communicate through a logo, but can easily be translated into a working space that is open, free from traditional office walls and barriers, that allows for coworkers to easily communicate throughout the day.
Your branding can extend outside your walls. 
When brand engagement firm Sullivan relocated their New York City offices to the High Line building in Manhattan, they looked to their new neighborhood as an inspiration for the design of their new digs. They saw how the area’s personality matched with what they felt their brand represented, and knew that the energy all around them would translate with the energy their employees felt when going to work.
They also incorporated design elements take straight from their surroundings, including vintage furniture and naming their breakout tables and pods by a different cut of meat (such as “brisket,” “sirloin” and “ribeye”), to invoke the history Meatpacking District they call home.
Don’t just walk the walk – talk the talk.
Gaming company Zynga, known for such games as Words with Friends and FarmVille, recently moved into a new space and wanted to design it in a way the encompassed what they felt the brand represented. So, they focused on bringing their culture to life. CEO Mark Pincus put the strategy in motion early on, when he knew that an active, healthy culture was an important area for Zynga to represent, so their new headquarters needed to include a state-of-the-art gym for employees to use. This is a good example of taking something that is often discussed but rarely acted upon – how your brand can improve the lives of your employees – and taking action.
Image Sources:
http://workdesign.com/2012/06/how-one-branding-firm-branded-its-own-space/
http://360.steelcase.com/wp-content/uploads/2011/02/Whitepaper-Brand-and-Culture-V1.4.pdf
http://workdesign.com/2015/02/pluralsight-encourages-working-playing-winning-together/
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
Logo Design and Emotion - Know What Colors Say About Your Brand
On The Logo Company blog, they designed an infographic showing how varying colors impacted emotions and how these emotions were tied with the dominant color of logos from around the world. These emotional impacts drive home the point that visual branding strategies begin with looking back - how identifying who the brand is, what they represent, and/or what they want to become is the first step in determining a successful color component the brand.
For instance, on the chart, green is associated with growth and health, and the logos that have green as the dominant color tend to rely on the portrayal of these two emotions/feelings to successfully market their brand, such as food-brand logos from Tropicana and Whole Foods, who obviously want to be seen as healthy brands.
An interesting emotional connection is show just to the outside of the "rings" of the main guide. The logos for NBC, Google, Microsoft and eBay are all listed next to "Diversity" and sit to the peripheral the guide due to the multicolored inclusions. All of these brands are known for (or hope to be known for) their wide-ranging brand portfolios. Their brands serves as umbrellas for a number of smaller sub-brands, many of which span the industrial spectrum. These logos are perfect examples for thinking outside the box when determining your brand color. Why settle for a monotone look that only partially describes your offerings? Instead, show the audience through your logo that you are multifaceted and have "earned" your rainbow of brand colors.
This can work against at brand, as well - you wouldn't want to begin your strategy for a brand that is a leader in the financial sector with a logo that conveys youthfulness and boldness, so it would be wise to consider how much red you'll include.
Once again, as we've seen in brand strategy discussions many times, knowing who and what your brand is can be just as important to success as having the perfect logo or name.
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
Why Your Brand Needs a Versatile Logo
When working on a brand strategy to develop a new brand or refresh an old one is to create the crucial visual branding element - the logo. A brand's logo is often its calling card, the first impression-maker with an audience and the centerpiece of its visual identity.
In today’s digitally-focused marketplace, a logo will live in and on more platforms that ever before. Logo designs that used to only need to look good on signage and business cards are now asked to translate into countless versions, including mobile websites, online ads, merchandise, etc.
“The more flexible a design is, the more places it can appear, the more people it can reach, and the more impact it has,” says Chris Cureton, Senior Graphic Designer at Addison Whitney.
Because of this, visual branding strategies have shifted to a place where logos must be adaptable to media and the placements to which it will live. As the visual representation of a brand, the logo has high standards for its appearance – the connection is inevitable of how the audience sees the quality of the logo and relates it to the quality of the brand.
Social Media and Digital Platforms are Major Factors
As has been discussed, social media has become one of the forefronts of any good brand strategy, especially in the development of a visual brand. This presents a unique case for designers, as they not only must accommodate the various sizes and shapes for the different social media platforms, but they also much take into consideration how the audience will be seeing the logo. Desktops, phones, tablets – these all present sizing and clarity issues unique to the others, but are necessary for a design to flawlessly adapt to.
“It doesn’t matter if it's on the big screen or on your watch, we want the brand to present a consistent experience,” says Cureton. Consistency is a key factor in building a strong brand, but also one that can be reconfigured in a way when it comes to visual branding and logo design. This is where the rise of secondary logos and partial marks come into play. If a logo just doesn’t look right on an application or medium, the designers must also keep in mind that possibility of using a logo variation, one that still captures the essential brand characteristics but gives a different perspective.
Big or Small, It Still Needs to Work
Not only does a logo need to be visually appealing in different variations, but it needs to look just as good whether it is on a watch face on the side of a billboard. Versatile logos just don't transfer well, but they scale well - big or small, the meaning and visual impact is not lost on these designs.
This has been one of the forces behind the trend to more simplistic logo designs and away from the heavy detail of previous logos. Simple design factors are easily scaled up or down and provide the consistent look that is desired by brands. In another nod to the strength a digitally-focused society, many of these smaller renditions are required due to the ever-shrinking size of the screens we use.
Don't Forget the Basics
An interesting aspect of this need for versatility is with all of the changes, the basic rules of good design have largely remained the same. Trends come and go, and tastes vary, but a quality logo design destined to have a long shelf life will carry many of the same elements today as it would 20 years ago. What has changed is the world around it.
“In a digital world, design must follow stoic principles. Control what you can control, and let go of what you can't,” Cureton summarizes. “There are so many variables to think about; you can't control it all. We have been forced to see that a strong logo design is also a flexible one.”
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
Keep It Simple: Timeless Advice for Great Logo Design
Today we are excited to have a guest blog from Senior Graphic Designer Dave Dixon!
Trusted. Reliable. Quality. Attributes that every company in the world would like to have consumers ascribe to their products and services. Or better yet, attributes that could be directly communicated to consumers via the company’s logo. But is it actually possible for a logo to convince the target audience of those things?
According to Logos Now, a report recently released by branding firm Siegel+Gale, the answer is almost certainly “no."
During the course of their research, the firm found that logos are significantly more likely to be described as “trusted,” “respected,” and “reliable” if the consumer is already familiar with the logo. On the other hand, unfamiliar logos received a higher rate of negative feedback, even in cases where a survey respondent wasn’t familiar with a logo that would otherwise be considered well-known.
So what exactly can a logo communicate to consumers?
Logos Now found that certain types of logos were more strongly associated with certain brand characteristics, such as “powerful,” “friendly,” or “sophisticated.” However, these descriptors can depend largely on current cultural factors and other outside influences; this is especially true for adjectives like “trendy” or “cool”. Other characteristics, like “traditional,” might be a bit easier to pin down – but that only works if a company wants to be seen as, well, traditional.
Perhaps not surprisingly, there is no easy shortcut on the road to positive public brand perception.
A company has to earn desirable associations, whether it be “trusted” and “reliable” or something more specific like “approachable” or “innovative.” When you boil it down, a logo is simply an identifier – a marker that successfully connects a company and its products with the (hopefully positive) attributes consumers have already assigned them. The more recognizable, the better.
Certain logos are undoubtedly better than others at creating a memorable and easily recognizable visual branding link in the minds of consumers. But what is it that makes them better at it?
Logos Now tells us the answer is, quite literally, to make them simple. That word was repeatedly and universally cited as an attribute of the logos that were also the most memorable. And while certain simple logos, like those for Apple and Nike, also represent some of the biggest and most well-known companies in the world, the formula of “simple = memorable” held true even among logos previously unfamiliar to survey respondents.
In turn, memorable logos were more likely to grab consumers’ attention, more likely to be described as unique in its category, and, perhaps most importantly, more likely to make consumers want to learn more about the brand.
All of that information may seem overwhelming, but it can ultimately be boiled down to a few straightforward points.
In fact, if this blog post had followed the advice laid out in the report, it might have dispensed with the previous 474 words, and instead just read: “Keep it simple."
Image Source:
http://www.creativebloq.com/50bestlogos
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
A Colorful Response
Today we are excited to have a guest blog from our Director of Visual Branding, Cathleen Foley!
"What’s your favorite color?" is a common question I get asked as a graphic designer. I usually respond with, “Well, what is the color being applied to?"
Colors can make you feel a certain way. For instance, I like soft neutrals when it comes to painting my walls because it makes me feel calm, but bright red for a dress because I feel fun and exciting.” That’s my nerdy design answer to someone who was probably looking for a one-word answer like, “blue.”
But it’s true. In the article, What the Color of Your Logo Says About Your Company, Catherine Clifford states, “different colors are associated with different feelings.” She cites that 93% of purchasing judgments are made on visual perceptions and 84.7% of consumers cite color as their main reason for buying a particular product.
Based on those facts, when it comes to building a brand, choosing the right color is so important. I frequently urge clients to step away from the “I like” mentality, as color is subjective.
For example, just because you like the colors blue and black as a Carolina Panthers fan, doesn’t mean those colors are appropriate for your brand. (Side note: biases can creep into blog examples too – go Panthers!) According to the psychology of colors, if your brand is imaginative and creative, purple might be the best color. However, if your brand is sophisticated, black is an appropriate choice.
I agree that when choosing the right color for your brand, color psychology should be evaluated. However, it doesn’t stop there.
When deciding on a color for a brand, you should also audit the competitive color landscape and make a business decision if your brand wants to fit in or stand out. A bright orange in the midst of a sea of blue could make the new brand pop. However, a blue color palette would be appropriate and help a new brand build off of existing brand equity in the space.
So whether you’re developing a new brand color palette or answering the what’s-your-favorite-color question, you can now explain the psychology behind your response!
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
Find Your Trench Coat: Branding Success and Focusing on What You Do Best
When Burberry appointed Angela Ahrendts, an American from the Midwest, as their CEO in 2006 many scoffed at the choice. With production facilities in different countries, no two shops with the same mix of merchandise, and trench coats that varied in price not just from country to country but from store to store, Burberry was in the midst of a brand crisis.
The diversified merchandise, much of it small, random goods such as hats, key chains, and even kilts made the brand not only less cohesive but much more accessible to a broad audience. Angela pointed out the brand’s main issue in an interview with Harvard Business Review when she said, “a luxury brand turned ubiquitous is anything but luxurious.” But while she had successfully identified the problem, many were worried that she wasn’t the right person to solve it.
They were wrong.
Ahrendts’ strategy was very simple: focus on trench coats. This may seem obvious, but it is a concept many brands fail to grasp.
A great brand usually begins with one thing it does very well. Louis Vuitton’s specialty is luggage. Christian Louboutin’s is shoes. Burberry’s had been the trench coat. However, often when a company achieves success, it begins to feel as if it can do anything and forgets what had made it so successful in the first place.
Ahrendts wanted to reverse this trend and return to Burberry’s roots. When a brand’s strategy is to focus on what they do best, it creates an instant framework for each subsequent decision made about the brand. In addition to this, basing a rebrand or a marketing campaign on an attribute of the brand that has already been proven successful, desirable, or iconic leaves less room for potential disaster. Finally, a singular focus, especially one that harkens back to the roots of a company, clarifies the brand for consumers, and a clear, intelligible brand is always more desirable to the customer.
Burberry was able to return to their original brand position of premium outerwear supplier by making sure each strategic move of the company, whether it be in supply chain management, design, advertising, or social media was primarily focused on the trench coat. Burberry launched a social media movement promoting their new website, www.ArtOfTheTrench.com, which not only featured the many new styles of trench coat they had available but a look at the elite history that surrounded this most prestigious of coats.
As a result, they were the first luxury brand to reach ten million likes on Facebook. Burberry then chose Emma Watson as the face of its new advertising campaign. Emma Watson, authentically English yet still relevant internationally, wore a trench coat in every ad.
Since this massive overhaul, Burberry was named by Interbrand as the fastest growing brand and no longer will you see every person (and their dog) walking down the street in a random assortment of brown checkered products. Burberry is once more a luxury, and it should be a lesson to the many once-luxury brands that seem to be slipping down the path to overdiversifiction and ubiquity.
Every company needs to find their own trench coat and stick to it.
Image Source:
http://my.asiatatler.com/fashion-beauty/fashion/100-years-of-burberry-trench-coats-world-war-i-casablanca-art-of-the-trench
Addison Whitney is a global branding firm with a passion for building strong brands.
To learn more about Addison Whitney, visit our website at AddisonWhitney.com, or contact us here.
