Branding and Marketing

When does redesigning a logo make sense?

steven — Thu, 26 Aug 2010 23:36:01 +0000

Is the age of the logo the barometer to use when considering a design change? If a logo is 30 years old, does it need to be redesigned? Or does it have valuable equity?

Rebranding an organization which has a distinguished history.

steven — Mon, 19 Jul 2010 18:43:43 +0000

A brand lives in the marketplace, not in the executive suite, and the marketplace has dubbed the YMCA the "Y." Therefore it makes sense to embrace that as the official moniker. However, is there a risk of abandoning important legacy elements that define and validate the brand's promise?

Companies raised their marketing spending in this recession and saw sales increase.

steven — Thu, 01 Jul 2010 00:56:18 +0000

Savvy marketing executives and business owners understand that marketing, if done properly, is a revenue driver and not a discretionary expense. Companies that invest in marketing initiatives during a recession can come out stronger and ahead of their competitors as the recession ends

When to keep a logo in a merger.

steven — Tue, 04 May 2010 06:07:53 +0000

When companies merge, one of the crucial concerns they must deal with is a symbol to represent the merged company. Naive management will ignore the importance but sophisticated management will handle the issue as a strategic business decision.

The value of a well designed logo.

steven — Thu, 08 Apr 2010 04:49:12 +0000

Identity is established and reinforced through each piece of communication a company produces and the trademark or logo can be an asset or a liability.

Leveraging a brand asset or forfeiting brand equity?

steven — Sat, 27 Mar 2010 01:48:40 +0000

What to do when sales are declining. CEOs are constantly searching for ways to leverage assets. A brand is an asset. Leveraging a brand however, requires very thoughtful consideration and planning. Otherwise the company risks forfeiting brand equity built up over the years.

How a company name or product name can hinder sales.

steven — Sun, 21 Mar 2010 04:22:37 +0000

Choosing a name should be part of business strategy. It should be developed as an asset because a name can help sales. On the other hand, it can also hinder or even prevent sales.

Outperform the market.

steven — Wed, 03 Mar 2010 04:27:31 +0000

Credit Suisse research shows an index of companies spending at least 2% of sales on branding and marketing have outperformed the S&P 500 by 400 basis points a year since 1997.

Valentine’s Day logo redesign.

steven — Sat, 13 Feb 2010 02:01:48 +0000

Exploring a redesign of the Valentine's Day logo.

After weeks of news about the Toyota vehicle recall, what do you think?

steven — Thu, 11 Feb 2010 05:33:38 +0000

After weeks of news about the Toyota vehicle recall, has your opinion changed?