Marketing 2.0

We have a winner - ICO logo contest

Here is the new logo for Italian Carry out designed by the students in Prof. Adam Peruta's Brand Design class. Congratulations to everyone for doing great work on this project. Enjoy the pizza.

Italian Carry Out Logo Competition

Students have submitted their logo designs for Italian Carry Out. I have also included a couple of design treatments that I worked on when I first met with Tyler Salino, before he decided to set up the student competition. I'm posting all of the concepts here and encouraging feedback from everyone. You can leave a comment at the bottom of the post.

 

 

 

 

Stupid branding tricks: Netflix becomes Qwikster

Marketers kill for brand recognition and top-of-mind awareness. That's why it makes no sense when CEO's flush this hard-won equity down the toilet by rebranding themselves. The latest example is Netflix. They recently announced a decision to split into two companies, Netflix for streaming content and a new unit with the abysmal name Qwikster for traditional DVD rentals. Problem number one - the brand name is stupid. I've spelled it three different ways just in typing this short post. Next problem - they'll have to spend a ton of money to promote it and build consumer awareness. Are there no bundling opportunities worth hanging onto with old and new media? 

Netflix CFO David Wells On Qwikster Rebranding, Lowering Prices, Subscriber Loss, Blockbuster, Starz | Fast Company.

Cool Business Card Tutorials

Over at the Uprinting Design blog they've posted some great bus card designs and offer templates you can download. So this begs the question, are traditional business cards still relevant in the age of electronic communication? Oh yeah. At least in my book they are. I just love the professional image that a well designed card imparts. This is one of my favorite blogs for design ideas so check it out.

Cool Business Card Tutorials: Great Designs You Should Check and Learn | UPrinting Design Blog.

Rebranding the British pub

The Fast Company design newsletter had a great feature today on the branding of a new British pub opening in the Ukraine of all places. I'm reposting it here for a couple of reasons. First, I think the agency did a great job of developing their brand identity, complete with coat of arms. It really looks authentic and the design has tremendous character in my opinion. Secondly, it reminds me of the importance of traditional print collaterals in the brand identity mix. While everyone seems to be focused on interactive websites, blogs, mobile apps, and other electronic media, there's still a place for professional stationery, business cards, brochures, and other collaterals.

Rebranding The British Pub For Stylish Snobs | Co. Design.

Branding roundup: 6/24/11

Google Doodles discusses the contrarian notion that brand identity should be malleable and frequently updated. Most traditional marketers would never allow their logos to be changed routinely. Google uses this strategy effectively, however, most recently with their tribute to Les Paul.

Canada has effectively rebranded its Olympic team identity as detailed in this article from Fast Company design. Here's the video that explains the project.

 

The Canadian Olympic Team Brand from Canadian Olympic Team on Vimeo.

The importance of the brand experience

Here's an excellent article from Fact Company Design. Too often we focus on the brand message but what really matters in the age of social media is the brand experience. People will spread our message if they've had a great experience with our brand.

Authenticity Is King Because Branding Bores Everyone | Co.Design.

Rebuilding the Toyota Brand

Here's a nightmare scenario for marketers. A major product liability case damages the carefully constructed credibility of your brand. What's worse, you may not even be at fault.

When I first read about the sudden acceleration problems attributed to Toyota vehicles I had a strong sense of deja vu. Back in the 1980's, Audi was nearly run out of the U.S market over similar claims. Drivers said their cars would mysteriously accelerate and the brakes would not stop the acceleration. 60 Minutes did an expose but later admitted their test vehicle had been altered by an "automotive expert" to support the claims of unintended acceleration. Lawyers, of course, had a field day with product liability cases.

Now, Toyota is in the same boat. What do you do? Accuse your customers of driver error or outright fraud? There's a fine line between defending your brand and calling your customers liars. In this case, however, there is so much at stake that Toyota should be aggressive in pointing out that most of these claims can really be attributed to driver error.

FOXNews.com - Toyota Black Box Tests Show Driver Error Caused Crashes.

BP's Negative Brand Equity

Here's a good post I came across from the Branding Strategy Insider. The author defines negative brand equity - the phenomenon that is occurring right now for BP. That's when the brand actually has a negative impact on the business. Right now, BP is the poster child for the evil corporation based on the ongoing spill in the Gulf, along with the Obama Administration's efforts to vilify the company and deflect any criticism that might come their way. Speaking of which, Pres. Bush was publicly crucified for not effectively completing the Katrina recovery efforts in the first week or two after the storm. Pres. Obama waited over 50 days to meet with BP and received very little criticism. The difference? Obama had more positive brand equity working in his favor along with a fawning media. You see the same phenomenon with Apple and Steve Jobs. The antennae problem with the new iPhone could have become a big crisis, much like the unintended acceleration issue for Toyota. Apple and its CEO got relatively little heat in comparison because of the company's incredible brand equity and Jobs' image as the iconic master of cool technology. So, the message for companies, CEO's and Presidents alike is that brand equity really matters. It's especially important in a crisis situation. The positive equity that you've built up with customers, the public, and the media can make all the difference in surviving the crisis.

Negative Brand Equity: A BP Death Sentence?: Branding Strategy Insider: "

YMCA to Become Simply ‘the Y’

In an effort to simplify their brand name, the YMCA will now be known simply as the Y. This is not exactly a radical change as most people already referred to them by this name. Radio Shack shortened its name to the Shack last year and corporate villain British Petroleum became just BP a few years ago. In the case of the Y and BP, consumers already used these names so the change was evolutionary. Marketers have to be careful not to sacrifice brand recognition and awareness. When I hear the Shack, I think of a bar or restaurant — the Crab Shack or something on that order.

Following a Trend, YMCA to Become Simply ‘the Y’ - NYTimes.com.