April 16, 2012 § Leave a comment
This one has a little star:
This one has a little car:
Say! What a lot of brands there are!
Dr. Seussing aside, I’d like to talk about what makes a good brand and what makes a bad brand.
Good brands, such as Apple, Starbucks, or Tillamook, seem like the kind of guys that you’d like to get a drink with. Their brands exude friendliness, trust and hope towards their customers. Just thinking about their brands can bring smiles to faces. These brands do good for people, and they almost have personalities of their own.
Bad brands, on the other hand, such as Walmart, Comcast, or Camel seem like faceless corporations that are only trying to make a buck at the expense of others. They lack the personality feeling that good brands have. Trust between these brands and consumers can be tenuous, or even nonexistent, because of business tactics they use or their relationships with customers.
When people hear about the practices of brands, they form ideas about what kind of brand is. Their opinions of that brand will change their buying habits with that brand. Brands that do good, in people’s minds, get more business because people respect brands that do that. And if a brand were to do something disrespectful, people will stop doing business with them. Or they should. I really don’t know why Walmart is still in business, but I guess some people still have enough respect to do business with them.
April 10, 2012 § Leave a comment
Today, my advertising class had the pleasure of having Red Spider founder Mr. Charlie Robertson speak. Red Spider is a unique brand consultancy because it consists of just three people, yet it’s also a global agency. Mr. Robertson is also an interesting guy. Apart from the awesome Scottish accent, he had great ideas to share with us about brands.
The most interesting thing that caught my attention today was Mr. Robertson’s definition of brands. The analogy he used was that brands are like nests, a collection of perceptions in the mind of the consumer.
For example, when you think of Apple you could think of their products (computers, iPhones, etc.) or even experiences that you’ve had with the brand, whether good or bad (e.g. experiences in an Apple store, with other consumers, with products). All of these perceptions go into your feelings towards that brand and whether you will use it in the future.
Thank you, again, to Mr. Robertson for coming in today.
April 9, 2012 § Leave a comment
“Logorama,” for those who missed it, is an animated French film that won the Academy Award for Best Animated Short Film in 2009. It was created through the use of more than 2,500 logos and mascots. The reason I’m including it (besides it being a pretty good short film) is because I find it interesting that I can watch this video and name almost every logo and mascot that’s used, though some can be a bit obscure. These symbols are used everywhere in society and are instantly recognizable even in the context of the film. It’s sort of a game to try and name as many as you can.
See how many you can get: