Cosmetics, booze, fragrance, cars and apparel; we expect sexed-up selling from brands in those industries, right?

Take a look at some typical brands doing just that…and some not so typical having a go with sexy.

Behold.

Axe: The Axe Effect

Nothing new here…

American Apparel

And now for something different…

John West (Tuna)

Sexy Tuna (John West, Australia)

Trident (Insurance)

Auto Insurance (Trident UK)

PETA

Animal Rights Organization (PETA, International)

FGA Law Firm

via

Law Firm (FGA, Chicago)

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Sexed-Up Selling

via

Designing a new logo for a brand, especially travel/destination, requires careful consideration of the competitive set, content and how people perceive visual information. After shape, color is the most powerful element in creating brand recognition. It is also the most subjective element because it triggers strong emotions. And to further complicate the matter, individuals, as well as cultures, perceive color differently.

We often associate color with a variety of events, rites of passage, and objects. Things we taste, such as a lime or orange, generate color imagery. So does the scent of a pine forest or a bouquet of lilacs. Certain colors are often associated with emotions, such as blue with loyalty, yellow with cowardice, and purple with spirituality.

Some ancient societies believed in the healing power of color: red for energy, blue to reduce allergies. Although modern society is skeptical of such “powers”, consider this: babies born today with jaundice (a yellowing of the skin) are treated by exposure to a blue light which triggers a positive metabolic reaction.

In western cultures, some wear white to symbolize cleanliness, virtue or chastity. In China, white is associated with grief and mourning. In western culture black has negative associations — the dark side, blacklisted, the Black Plague, black magic and death. Our language uses color in euphemisms — the grass is always greener, don’t be a yellow belly, or his face was red as a beet. In the past few years the color green has taken on new-found meaning while becoming the color and word of the decade. Whether through subjectivity, spirituality or science, colors create meaning in our world.

Research shows that 60% of a purchase decision is based on color.

via

Sometimes that color is not defined in the logo itself, but how it is applied to the overall brand to stimulate recognition. UPS utilizes brown as their signature color on vehicles and uniforms, and even verbally in their campaign slogan “What can Brown do for you?” Tiffany’s is infamous for their little blue box and Target uses red everywhere.

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But be careful: similar industries often use similar color palettes. Many beach resorts and coastal destinations use medium soft blues with some soft yellows and/or oranges in their palettes. Ski resorts tend to use a lot of cold blues and white. This is why carefully considering color palette for your destination brand is critical as you move forward with the implementation of your logo and the brand identity grid.

Sara Tack is EVP of Image and Identity for Wanderlust, a travel and destination marketing firm that specializes in communications strategies, Internet marketing, branding and management consulting for the tourism industry.

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The Emotional Impact of Color

via

An Ode to @Sharpies:

“Doodles, mustaches, straight edge and more. More brand-power than the Kleenex we implore?

Taggers and rock stars love you it seems. You even appear in two or three internet memes.

Artists rely on your bold, bright lines. We love all your points from wide to fine.

From boring meetings to celeb autograph’s, we raise our Sharpies..our mighty staffs.”

Inspiration and the Sharpie – Artist interpretation [VIDEO]

David Beckham and the Sharpie – Ad campaign [VIDEO]

Write Out Loud – Ad campaign [VIDEO]

via

“Things I’ve Drawn in Meetings”

via thingsivedrawninmeetings.com

Social Sharpie

encouraged over at sharpieuncapped.com and at their blog of Sharpie gurus.

Sharpie Fever

via

via

via

via

via

via

Sharpie, Primary Tool of Choice at The Hello Project:

Harder, Faster, Sharpie

Classic [VIDEO]

via

Sharpie’s brand messaging couldn’t be more true. Sharpies produce messages, ideas, images. No matter who you are, if you’ve got a Sharpie, you have a platform to get your message seen.

via

More? Check out Doodlers Anonymous.

Follow Sharpie on twitter: @sharpies

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Brand Spotlight: Sharpie

We are stoked to share this past year’s FEED report (annual by Razorfish). This document is a solid tool and provides serious insight- chock full of useful information. FEED made it’s splash before the new year but it’s definitely something you need to read right now,  if you haven’t already. Razorfish shifted their focus from a “how to” analyze consumer behavior in the digital realm, to how consumers are now interacting and communicating with brands. They also include suggestions on what to do next.

The report includes brilliant insight and lots of statistics.

Suggesting realistic consumer behavior with community sites:

Evidence (if you still aren’t convinced) that digital is consuming and shifting average daily household behavior:

Quite possibly one of the best observations:

“Now “clicks” and “impressions” mean far less than conversations and brand behaviors. In our opinion, it’s about time.

With bold topics like “Goodbye Ad Wars, Hello Engagement Wars”, “The Outlet Malls of Tomorrow? Twitter, Facebook, and MySpace” and “Digital Drives Sales”, you’re going to want to sit down and dig in.

“The Digital Brand Experiences Create Customers”

In a nutshell, their thesis is: digital brand experiences create customers. Period. Things are moving, evolving quickly, at every moment out there – but online interaction and brand experiences are here to stay. Remember, this isn’t leaving anyone high and dry, in fact Razorfish predicts this year 17% of all (US) sales will be made online. What about next year? And the year after? All in all, good news for us sales and marketing folk.

That said, we should also remember that just because said brand has X,XXX fans on its FB fan page, or are followed by 6,793 people on twitter that these folks wanna be BFFs.

Fasten your seatbelts, read this and study up friends. We are only at the very beginning of the coming digital age.

Next up: mobile.

Hat tip to @jsmibert & @lisakribs

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FEEDing Time via Razorfish

It’s a new year,

so it’s time to think about taking a close look at your branding to make sure it’s still fresh and relevant. Now I know what you’re thinking. “Brock,” you say, “I’m too swamped with the rest of my work to think about rebranding right now. Besides, my branding is just fine. Why would I want to change it?” I’d be the first to admit that you probably don’t need to do a complete rebranding. In all but the most dire circumstances, the equity lost in rebranding isn’t worth the shiny new marketing materials. And you don’t have to undergo a complete makeover. Sometimes, however, you should give your branding a much-needed spa treatment. After all, if you take care of your branding, it will take care of you.

Taking Stock

There are two things you have to do before doing any work to refresh your brand. The first is to understand that branding is a habit, not something you can “set and forget.” If you are responsible for branding your organization, expect to devote resources to maintaining your brand. We’ve all seen companies that use the same marketing materials for twenty years straight. It doesn’t work for them, and it won’t work for you. It doesn’t have to be much work, but you should plan to regularly audit your branding to ensure that it continues to align with your organization’s goals, mission, brand promise, market position and target market.

So that’s the second thing. Before beginning any brand refresh, make sure you know your organization’s goals, mission, positioning, etc. Without a firm grasp of the fundamentals, anything you do to tweak your branding will just be the proverbial lipstick on a pig.

Find the Balance

Keeping your brand fresh requires a careful balancing act of focused messaging and creative play. If your brand has become little more than a series of templates, it’s likely to be boring your customers as well as you. On the other hand, your audience needs to know that it’s you sending the message; your branding can’t be so inconsistent as to become unrecognizable. Remember, good design demonstrates a competitive advantage. Research shows that companies that invest in design are much less likely to compete on the basis of price alone. (For more on how quality creative can improve business results, visit Design Council.) Though it may have become a cliché at this point, discount retailer Target does a exceptional job at keeping their brand interesting and flexible. Their commercials, for example, are always wildly creative. And yet, you know that it’s a Target commercial the moment it comes on. Likewise, their inventive use — almost abuse — of their logo would make most corporate branding guides burst into flames.

Focus On Authenticity

When examining your brand and marketing communications, be sure to evaluate how authentic your messages are. Authentic messages are ones that speak to your audience and engage them on an emotional level. If your messages come across as too corporate or safe, it will hurt the value of your brand. This doesn’t mean that every brand should be edgy or extreme. Rather, it means that your brand should feel “real”. An absolutely stellar example is the new the Intel refresh. Their branding chief, Deborah Conrad, deserves huge kudos for their new geek chic, “Sponsors of Tomorrow”, commercials. Rather than promote a specific product or new innovation, the new branding admits — even celebrates — the nerdiness of Intel’s work.  Even though you know it’s just another commercial, it feels authentic in a way that most technology ads don’t.

Be Passionate About Your Work

According to Robert Kyosaki, author of “Rich Dad Poor Dad”, “Brands die if the leader’s passion dies, or if the leader’s passion is simply to make money.” If the only purpose of your brand communications is to make money, your customers will know, and they’ll lose respect for you. This may seem like a rehashing of my previous tip about authenticity, but it’s entirely possible for branding to be entirely authentic and still lack any real passion for the organization’s core mission.

Think about the last furniture commercial you saw. Maybe they had a nice spokesperson telling you about the great special they had on that new bedroom set. You probably don’t remember, though, because you were leaving the room to go get a snack from the kitchen. It wasn’t because the message was too corporate. It’s because you knew that there was no passion there. That furniture store is human enough, they just don’t seem to really care about what they’re selling. Like you, they’d rather be out getting a snack.

Become More Sociable

The new rule in branding is that consumers want interaction, not just action. The voice from God marketing strategy of the 20th Century just won’t cut it anymore. Consumers care about brands that they engage with. So provide opportunities for your audience to interact with your brand, and watch their attachment grow. This isn’t really new, it’s just been brought to our attention with all of the new focus on interactive social media. And so you every brand from Red Bull to Office Depot has some sort of interactive Facebook page and Twitter feed.

The important thing to remember about social media is to provide value in all of your communications. Minneapolis-based writer Kris Decker loves Walgreen’s Facebook fan page for exactly this reason. “As a fan, I get special coupons and deals that only their Facebook fans get. It gives me a great reason to interact with the brand.”

Spruce It Up

Finally, remember that the purpose of a brand standards manual is to ensure the highest quality branding that is conveying the right message. If you have to break the “rules” of your manual in order to achieve good results, by all means, break the rules. So go on and spruce up your branding in 2010. A little bit of tweaking isn’t going to lose any of your brand equity. ‘Cause let’s face facts: your customers aren’t paying conscious attention to your branding materials. They really won’t know that this month’s ad had the logo 2 inches from the bottom while last month’s ad had it 2.5 inches from the bottom. The only thing that matters is that you’re communicating the right message to the right audience. If you’re not, it doesn’t matter a hill of beans that your branding is consistent.

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Dirty Brand? Clean it up…

Kraft

February 2009: New Logo

Explanation: “With a new purpose and values setting a fresh direction, Kraft Foods also gave its corporate logo a face lift to more clearly deliver “delicious.” Starting today, people around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colorful flavor burst. It signals to employees, consumers and investors what the new Kraft Foods is all about.” Press Release

July 2009: New Logo

Guess the first logo wasn’t what “Kraft Foods is all about”.

But I have to say the ‘New Kraft’ corporate is more than this logo.

Check out the New Kraft. This feels pretty damn corporate so I’m wondering why they use the old logo. But, that’s what I mean about 2009, weird stuff happened all over the place.

HTC

In early 2009, HTC (High Tech Computer Corp.) also launched a new brand.

Old Logo

via rebrand

New Logo

Then, in October, they did it again.

New, New Logo

via Tracy and Matt

Tropicana

Oh Tropicana. Brand-owner Pepsi screwed this one up. After removing the classic orange and straw design and replacing it with something reminiscent of a private label brand.

Pepsi Co. chose Ominicom agency, Arnell, on the rebrand.  In an attempt to ‘refresh’ the Tropicana brand, Arnell removed the orange and put a goblet of juice on the package. Consumers were pissed. They wanted their orange and red-striped straw back. Peter Arnell, Chief Creative Officer at Arnell was surprised by consumer reaction saying, “Tropicana is doing exactly what it should be doing. I’m glad Tropicana is getting this kind of attention.” Oh Peter.

So the old design is back. GO CONSUMERS!!!

But Why?

Well folks, here again we see the mighty power of the Interwebs. In the early days of the world, pre-1995, we had TV. TV pushed everything at us. We were just waiting for brands to push their nicely packaged messages over the tube. They had time to prepare. Now, not so much. But there is a lesson in all this. Do your homework. Get a focus group together at least. Get some loyal customers and some prospectives in a room and get their input. If you can do it in a controlled white room with one-way glass, you’ll be much better off than on the Web.

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2009 Rebrand…Again

Shock, awe and heartache?! How will this roll out? There is no doubt that any brand with a solid online presence, participation and edge will be the ones duking it out. What makes this so exciting for us at FYB is how contests like this provide proof for big brands still caught up in thinking no one is talking about them.

via

With categories like best Brand/Startup/Company/Agency, Best Social Media Agency, Best Use of Facebook and Best Use of Twitter,  the #openwebawards is sure to be a heated dispute. Mashable has made it clear that the winners are up to the people to reveal who is most deserving of category crowns – and by integrating the voting process with twitter and facebook it is ridiculously easy for us to nominate (now) and vote (next week).

Nominations can still be submitted for a few more days but Mashable has reported some leaders in the pack – some front runners in the Best Brand Use of Twitter category:

• @TrueBloodHBO
• Crayola Creativitycast
• @NHLBlackhawks
• @LiveLifeSolid
• @Philips_vs
• @140hours
• #socialmedia
• @Smartcares
• @Digsby
• @KiWeets

Voting kicks off on Nov 18. – Dec. 13, winners announced on Dec. 15 – make sure you vote!

Come on brands, this is like “peek-a-boo”. You don’t think we notice, but we’re right here watching.

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Vote Best Brands in 09: #openwebawards

Starting this week, and every Friday from here to forever, Fuel Your Branding will be featuring ‘Brand Spanking’–a smattering of happenings in the fairy tale land of branding. We’ll be taking a look at the week in review with regard to product launches, rebrands, brand buzz and branding movers and shakers. Send your brand sightings and brand spanking news to editor@fuelyourbranding.com if you spot something we should know about. Now onto the news.

Ok. The auto industry. Last week we posted about Cadillac’s shiny new logo. It’s been said more than once that we (@bethlapierre + @lisakribs) are mildly obsessed with advertising. But I have to be honest.  I really do get that excited feeling in my belly when Phoenix’s “1901″ comes blasting through in HD.

Chrysler

Rumor has it Chrylser is now preparing to dive into a new 5 year strategy for the brand – via MediaBistro tip!

image via mediabistro.com

Dodge is also expected to receive a brand facelift. More to come.

Motorola’s Droid

…has been making crazy waves the past few weeks. Yesterday Droid hit the market. We’ll have a full review of the launch up shortly.

Controversy a plenty!

AT&T sues Verizon in a downright fist fight of phone carriers:

Via the LA Times: “We’re getting this out of the way now: Motorola’s Droid is the best Google phone on the market.”

Pfizer

image via adam_d

The strongest player in the pharmaceutical company (thank you Viagra) is in the process of releasing a new, more approachable look/feel. Initially the update seems subtle, but after the first few glances, the oblique wordmark by the designer’s @ Siegel + Gale seem to really help…to quote every client I’ve ever worked with….’make it pop’.

You can see the side by side comparison at Bnet.

MSN msn

And msn’s new butterfly:

via istaredsomething.com

That’s a wrap! Any brand newstuff  you guys are seeing out there?

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Brand Spanking [11.06.09]

“It’s a body wash, shave, shampoo, massage and mouthwash. Nature’s own ‘unsurpassed deodorant.’ Facial pack and mosquito repellent, fruit spray, diaper deodorizer and denture cleanser.” (Matthew Fordahl, AP) And I’ve got just a couple more: laundry, car washes, computer screens and dog baths.

Promising? Yes. Consistent Messaging? Yes. This all natural, fair trade marvel has been kicking around on organic store shelves for decades.

Dr. Emmanuel Bronner, aka the “pope of soap” found a need and filled it by creating, if I may say, one of the most unique and lasting products in the late 21st century by holding true to its brand for over 60 years.

If you’ve seen the packaging, you’d know it. If you haven’t, behold the unchanged label since 1948:

The messaging all over the product itself may been a bit appears wacky but this brand is the epitome of consistent.

The facts:

• Dr. Bronner’s is the number one-selling natural soap brand in North America.

• No ($0.00) advertising dollars have ever been spent on the product.

• Is made with only certified organic material, free of synthetic preservatives.

The product, pitch and point is simple: Cleans both body and soul.

Emmanuel’s Story

Dr. Emmanuel Bronner’s story is an integral part of the castile soap success. Just like any inventor, founder or CEO this individual’s presence and participation is essential. A passion that they and only they can exemplify for said product/organization/business is a recipe for motivation, success and productivity.
Should someone else fill the shoes of such a figure – priorities will inevitably shift. The excitement and passion becomes watered down, the message perhaps a little foggy – internally (employees) and externally (target market).

Dr. Bronner treated his employees like family and his energy was nothing short of convincing ability, spirited convictions and charm. His loyalty, mission and transparency drove his brand then, does today and will continue to tomorrow.

Way back in ‘01 Brand Channel did a feature on the mysterious Dr. Bronner’s. However, since then, we marketeers/branders/creatives haven’t given much notice to this unusual product – one could argue, the brand hasn’t done much. At that point I would retort and say that it has and continues to blow any other organic soap out of the water,  remaining the #1 natural soap in the country and untouchable in its industry. I’d say that’s something.

Bronner’s brand consistency has had the ability pay little to attention to suppliers who could otherwise muddy or confuse the brand with mixed advertising and promotions. Their standards are simple and lasting.

Yes, the antics are, to put it lightly – zany. However, Bronner’s WOM is powerful. The brand has a way of creating followers, which inevitably spreads Emmanuel’s own personal message, unusual as it may be.

The documentary, “Dr. Bronner’s Magic Soapbox” (directed by Sara Lamm), reveals the incredible life of Emanuel Bronner and his family. The man behind the soap:

Sure, Dr. Bronner’s message is strange. But from our seats their tactics: high quality products, consistency and word of mouth have backed a successful strategy that plugs directly into their niche category.

We can learn a lot from Emmanuel and the family who continues his legacy:

• Fill a void

• Create a legacy – not a fad within that void

• Stay true to what’s important and the messaging, and the sales, will follow

So, if you’re feeling adventurous, go pick some up – if you can’t find it ask any backpacker, or look for it by the granola.

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Dr.Bronner’s: Zero Advertising, Millions in Revenue

We’re going to ogle three brands that took some dangerous risks in 2009.  They each generated a ton of positive buzz, but even more criticism.  It should be noted that besides their detractors, the following campaigns were almost universally supported by their intended audiences – and as a result should be applauded for their efforts.

Volskwagen Real Racing GTI iPhone app (10.09)

What the people who mattered had to say: @thirtytwofeet “the vw gti app is great fun. i’m going to buy the full version – game and car. it’s ‘everyone’s a winner ‘advertising. Awesome”

The risk that they took:

Went straight to iPhone.  VW Golf’s young male techy audience likely spends a disproportionate time playing games and with their smart phones versus watching television.  VW decided to forgo the traditional TV buy for their new GTI launch and focus on showcasing the vehicle through a customized version of an already-popular paid iPhone racing game.  Upon download players are entered to win one of six suped-up GTIs as they play.  There is also a showroom in the game where they can get a close-up look at the redesigned auto.

What they could’ve done better:

Take it beyond the iPhone racing game. Real Racing GTI limits users to a racetrack where speed is the only objective.  There is certainly room to showcase the other vehicle features that matter in other iPhone apps.  Where else is this audience talking about and drooling over cars?  In their own cars? Why not create an augmented reality app that can transform someone’s current car into a new GTI?  VW can also benefit by highlighting the real-life experience of the vehicle – from the plush interior to the Euro suspension. Maybe integrate into an app that highlights European fashion and luxury – like Gilt Groupe?

Takeaway:

Simple, non-pigeonholed ideas can propel a digital-only launch.  Where mass market buys are too inefficient or have too high a barrier of entry, highly targeted digital activations will always work.  It’s important to not create an app for the sake of it, but to add value and be super-specific in messaging.

Burger King Whopper Sacrifice (01.09)

What the people who mattered had to say: Rajesh Shetty “It was a brilliant campaign where you win if you win and win if you fail”

The risk that they took:

Burger King enabled their consumers to wreak havoc on Facebook.  A more dated but still relevant case study, BK allowed Facebook users to sacrifice 10 of their friends in exchange for a Whopper.  In this hilarious take on the true value of social networking “friendships,” Burger King enabled their consumers to prioritize a delicious burger over a purely digital distant relationship.

What they could’ve done better:

Work closer with Facebook to avoid getting pulled.  The application was discontinued in less than a week due to supposed violation of Facebook’s privacy policy that forbids a user to be notified when they’ve been defriended.  Nearly a quarter-million friendships were sacrificed for a Whopper in this manner, fueling Burger King’s viral branding fire.

Takeaway:

Brands often get caught up in the desire to satisfy everyone without offending anyone – a task proven impossible since the dawn of man (though promised by most politicians). Our consumers are smarter, more intelligent and cynical than we give them credit for.  They can appreciate when a brand is real enough to aid them in their personal guilty/evil pleasures.  In the game of branding, success can be found in helping our consumers offend each other, rather than please.

Amp “B4 U Score” iPhone app (10.9)

Credit: Wall Street Journal

What the people who mattered had to say: @thelifeofnate “I don’t know what’s worse. That people take time to complain about this stuff or that Pepsi rolled over.”

The risk that they took:

Help men fulfill their carnal desires.  Amp Energy solidified their stature amongst Maxim-reading, Axe-wielding males 18-24 by creating an iPhone app that provided these guys scoring tips for 2 dozen lady types – from Cougar to Rebound Girl to Twins.  They introduced witty/cheesy pickup lines along with bits of conversational knowledge that could aid in conquest.  There was even a feature to “brag” to your friends about the whole experience.  It essentially was a male/iPhone version of Cosmo’s monthly “195 Ways to Please Your Man”.

What they could’ve done better:

Stuck to their guns and not pull it down.  None of Amp’s intended male target asked for the app to be taken down from the app store (which also happened within a week of launch, like the Burger King case above).  If Pepsi had the guts to set this dating application for men live, they should’ve defended it all the way through.  Instead they yielded to external pressure and apologized for something that they shouldn’t have been sorry for.

Takeaway:

If you’re going to be badass, stay badass ‘til the end.  The second you waiver, your authenticity is called into question.  Obviously you need to keep concern for your shareholders and the halo effect on the other brands in your portfolio – but not at the risk of diluting a powerful and effective branding message.  It is totally possible to surprise and delight your target audience while offending everybody else just enough to avoid protest marches outside of your corporate headquarters.

Its fairly safe to declare each of these risky executions as brand winners – they all strived to become not just the subject, but part of the conversation.  To do so they talked with and enabled their youngish male audiences – instead of simply talking like them and pissing them off (see “Poochie”, The Simpsons 1997).

As our brands evolve in the social media space, we must peel off the white gloves.  If we’re already convinced we’ve been risky and bold, we should examine the criticism we’ve received.  If there is none, then I think we we’ve played it too safe.  Let’s all take risks like Burger King, Volkswagen and Amp as we position our brands as something quite the opposite of lame.

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Brands With Balls: Taking Risks Pays Off

Verizon’s first Android phone, Droid, will enter the marketplace on November 6th. Boy Genius has a nice preview if your looking for specs. With minimal effort, Motorola’s Droid has neatly positioned itself as the ‘anti-iPhone’ with its new iDon’t campaign spot.

Pulling directly from Apple’s Brand Styleguides, Verizon uses iPhone typography and music to make the following points:

• iDon’t have a real keyboard
• iDon’t run simultaneous apps
• iDon’t take 5 megapixel pictures
• iDon’t customize
• iDon’t run widgets
• iDon’t allow open development
• iDon’t take pictures in the dark
• iDon’t have interchangeable batteries

At the end of the spot, the copy “Everything iDon’t” fades out and is replaced by ‘DROID DOES’. That’s all, except for two incredibly vague details– “November” and “DroidDoes.com“.

If you head over to the website, you’ll find yet another teaser and a damn form. Enter your email and ANOTHER form pops open asking to you enter name, zip and phone. Ugh.

Seconds later I received my much anticipated follow up email. Much to my dismay…another teaser.

Now, perhaps Verizon is playing up my curiosity, but that’s it? No cool game? Not even a video? Maybe some sweet copy? Nope. Nada. Zip. Zilch. Guess I’ll have to wait with the rest of the suckers who dropped their email.

The guys over at Phandroid gave us a heads up on October 21st, saying that Verizon is holding an invite only press event on October 28th. FYB will be keeping an eye out for pub stunts for sure.

What do you think of the campaign? Does it work?

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And…Droid?

Photo credit: Geekologie

If you are in business, you are offering a product.  Whether you’re selling sneakers or your accounting skills, your customers are shelling out money in return for whatever it is you have to offer.  In order to succeed, you need to understand the myriad ways you could fail.  Pitfalls to avoid:

1.  You’re just like the other guy

In order to be a ‘contenduh’ (to paraphrase a famous film), you have to differentiate yourself from all of the other people who do what you do.  Your product needs to have a unique benefit to the customer.  There may be plenty of t-shirt companies online, but how many offer professionally-designed graphic tees for toddler athletes and their supportive parents?

2. Your product is [this] but might also be [that]

Your personal trainer is not the only person who will tell you that you need definition.  Your brand consultant will echo this sentiment.  Without a clearly defined protocol, you could waste valuable time and money trying to develop an ill-formed product idea.  Your protocol should define: a) your target market; b) what that market needs and prefers; and c) exactly what your product is intended to do.

3. You over-defined

And you took your protocol to the extreme.  Your target market should be large enough to offer future growth.  You want a niche, not a pigeon-hole.  Don’t make all of your toddler tees red.

4. Your marketing mix isn’t mixing

When you launch a product, every aspect of the brand must be in sync.  The name, packaging, price, promotion, and distribution must all deliver the same clear and concise message to the consumer.  If your toddler tees are expensive, but are packaged in Ziploc-esque bags, and advertised in Car and Driver…your customer will be confused and look for another t-shirt company.

5. Your product doesn’t deliver

Key to securing your customer base is delivering on the promises you – and your product – make.  Thus, be sure you invest the time and resources necessary to test your product prior to launch.  Simply put:  the cost of doing a thorough run-through is much less than the capital you will lose due to decreases in profits, market share, and, most importantly, reputation if your product fails after it hits the market.

6. Your missed your targets needs

This goes hand-in-hand with understanding your target market before attempting to develop your product. If your targeted toddlers play soccer in Alaska, you should probably offer them long-sleeve tees as an option.

7. Your timing is off

It’s difficult to predict the future, but it helps to be ahead of the curve (or at least on the upswing of a trend).  Having to catch up to the competition right out of the gate will be a downer.  Pay attention to trends in the marketplace and try to predict where things are headed.  For instance, now might be a good time to start developing software to help people figure out what kind of healthcare insurance they will have to buy in 2013.* *Comments noted here do not reflect the views of Fuel Your Branding or its affiliates

8. You can’t get your product to your customers

If you rely on a third-party for access to your customers, know what it takes to make that happen.  In retail environments, for example, your product must be profitable enough to the store owner to justify taking up valuable shelf space.  In this instance, you must be sensitive to the needs of the retailer, as well as your customers.  Hence, make sure you are targeting the right mix of both.

Partial as this list is, there are lots of ways to screw up your business.  Thoughtful research and preparation can increase your chances of success exponentially.

What are your thoughts?  Have you failed recently or have a “crash and burn” example? Please share – we’re all in this together!

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Brand Fail

via idsgn.org

Take a peek at a few new logos and rebrands launched during the tail end of 09. Some more inspiring than others, but nonetheless something fresh from the branding block.

I have to hand it to Kayak, for their incredible rebrand and logo. Plaid, the agency responsible for the strategy behind the new look, has created a display flap/Grand Central Station theme that Kayak will tease and play off over time.

Kayak Rebrand

Youtube & Google, “1bn Served Daily”

It’s been three years since Google bought YouTube. This week the new ‘1bn served’ tag and icon were unveiled in celebration of the anniversary.

XL

YouTube also launched  YouTubeXL. Not a spankin’ new headline, but it’s quiet release flew under the radar. Purposeful or not, optimized YouTube on TV sounds dangerously addictive. Hulu is bad enough.

Nickelodeon Rebrand

Coming from a 90’s kid, this feels like the end of an era. Nickelodeon made news of the rebrand earlier this year and has recently started rolling out the new look. Part of their motive was to bring all elements of the network together: NickJr., Nick@Nite, Teen Nick and Nick Toons.

Nick@Nite’s transition has been more subtle, but it too has received the new brand skin, as well as the other sub brands.

Then

via retrojunk.com

Now

Hilton

Still getting acquainted with Holiday Inn’s rebrand, we now have Hilton’s new look:

Hertz

Hertz decided they needed a bit of a facelift and ditched the massive drop shadow and oblique text, opting for a simpler, more straightforward look.

Cadillac

Caddie’s been targeting both gamers and ladies for the past few years. Guess they decided this depth also called for a more web 2.0 logo.

What do you think? Did these big brands move in a direction that compliments or hurts?

Perhaps we’ll get a few more rebrands in before the end of the year, stay tuned.

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New Logos On The Block

However, there is another, equally important, aspect of many branding efforts – that is, the built environment.

Architectural and interior designers spend a great deal of time assessing the functional needs of the spaces they create.  In the end, a “successful” design is deemed so only when it facilitates a client’s daily operations.  Having said that, however, the built environment must also be representative of a client’s organizational brand.  Therefore, in addition to meeting practical requirements, the space should have an aesthetic appeal to the target market.

Brand Totality- The Sum of All Parts

As the design process emerges from the quantitative fact-finding phase (determining everything from staffing adjacencies to equipment sizes), the creative team must also begin to explore the totality of the client’s brand.  To accomplish this, the team reviews current branding materials; explores the company’s web presence; and perhaps most importantly, they talk to the people within the organization.  All of these elements are essential to presenting a cohesive brand identity to the public.

Whether it is a retail or corporate space, designers and others responsible for the visual expression of the brand must have a clear understanding of the ideas and messaging they are charged to convey.

The consistent communication of an organization’s brand reveals a sense of purpose and intent that can enhance the perceived value offered by the company.  An organization that thoughtfully considers every aspect of its own brand strategy inspires confidence that the quality of its products and services are similarly well-considered.

As branding professionals, each of us has a responsibility to ensure that our counsel to clients includes an educational component that explains the holistic nature of what we do.  An all-inclusive brand strategy that addresses the sum of the customer experience – from the design of the reception area in the corporate headquarters to the packaging of products – will have a positive effect on an organization’s bottom line.  Ultimately, this is where the value of three-dimensional brand development will be most appreciated.

When Branding in 3D:

•    Explain the value of consistent brand communication to your client – why should they undertake the effort and expense to heed your recommendations?
•    Understand the organizational mission and culture to understand the overall Brand Idea – what message do you need to convey?
•    Talk to people – what can you learn from the employees and customers that will inform how you communicate the organizational brand?
•    Review current branding materials, in print, online, and in 3D – are all aspects of the brand communication strategy aligned? If not, how will you bring them into alignment?
•    Develop relationships and alliances with other creatives who practice outside your field of expertise – diverse points of view lead to the most holistic solutions.

3D Brands:

Takashimaya – retail store – New York City, NY and international locations
Everything about this Fifth Avenue luxury goods store is in line with its brand of understated elegance, right down to the personal attention offered by the salespeople.  Yes, they even talk to regular folks like you and me.

Photo by World’s Luxury Guide (Weld Online)

Dean and Deluca – the original gourmet grocery – National locations and Tokyo

The flagship retail environment (in New York City’s SoHo district) for this “artisan food” company reveals that the owners seemingly paid as much attention to the store design as to the food on its shelves.  Of course, this might be partially due to the fact that Dean and Deluca was founded by two foodies and a designer.  Integrating your brand doesn’t get much easier than that.

Photo by Dean and Deluca

ING – financial services – International locations

According to their stated mission, ING is a firm that seeks “to deliver its financial products and services in the way its customers want them delivered: with exemplary service, convenience and at competitive prices.”  The firm’s online presence, printed materials, and “Direct Café” locations work together to present a seamless brand expression.

Photo by New York Times Magazine (www.nymag.com)

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Branding In 3D

The guys over at BrandStack are having some good fun with their newest contest; Brand Murder. Designers and creatives this is your chance to let it out and show ‘em what you would do.

(via izarbeitza)

So here’s the deal, if you’ve got a fresh concept for any of the following Mega Brands–Apple, AT&T, Best Buy, Kraft Foods, Microsoft, NBA, Nike, Nintendo, Pepsi or Starbucks–murder it, and it could make you a winner.

Head over to Brand Murder, upload your designs and you could win some serious loot (Grand Prize: MacBook Pro).

Apple seems to have the most submissions in the gallery thus far.

Contest ends October 21st so get moving!

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Let’s Play…”Murder That Brand”!