Category: branding
…holes
I know this has been floating around on the web for a while, but the more I look at the photos, the more it amazes me. The patients alone, is something to give respect to, let alone the brilliant idea.
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…NYC POPUP EXPERIENCE
Glacéau, makers of vitaminwater opened a popup brand experience space today in New York City to promote the launch ofvitaminwater10. The four new drinks were developed in response to consumers requesting more health conscious versions of vitaminwater’s popular flavors. As the name implies the new drinks contain only 10 calories per serving along with the vitamins and nutrients. The new beverage is also naturally sweetened.
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As a creative, I am addicted to books about art and design. Grand Stand II is an incredible addition to our collection here at the studio. If you can find it, BUY IT!
Grand Stand II is the definitive resource on contemporary stand design worldwide. This double-volume publication, presents nearly 200 show-stopping brand and corporate fair presentations, scales ranging from small to large, with stunning photography accompanied by commentary including company profiles as well as information about the designers. The expansive scope of projects depicted from cover to cover reveal the increasing importance of fair stand design today and how designers play an essential role in visualizing the identity of brands into captivating corporate presentations.
jack in the box rebrand: success
With all the fuss over the Pepsi and Tropicana re-brands it’s nice to see something that I think most people can agree on. Under Consideration’s Brand New recently ran a piece about the new Jack in the Box branding. I don’t think they have these in San Francisco, but in Sacramento they were everywhere and as much as I can’t stand their television campaigns (the exploits of their terminally unfunny and somehow vaguely 80’s-esque — in a bad way — globe-headed CEO) I have to say that they really did a good job with this new identity. The re-brand was headed up by Philly-based Duffy & Partners and I think they really nailed it from a purely aesthetic point of view. The only question now is whether people will still recognize it as a fast food joint. I don’t know if everyone is familiar with Pluto’s or Jack’s Urban Eats, but that’s the sort of restaurant this branding conjures up for me. I don’t think that’s necessarily a bad thing, but you have to wonder what sort of effect it might have on what I’d have to imagine is Jack in the Box’s core demographic: people looking for quick, cheap food.
Every brand has a story to tell. Some are inspirational while others are tragic. In so many ways, building a brand is like telling a great story. At the heart of both crafts is the power to evoke emotions from the audience. Great storytellers can make you cry while branding experts can make you buy.
There are many media to tell your story from advertising, packaging to business cards. Thanks to the Internet a brand is just a click away. And just like stories, it’s not what you say but how you say it to your audience. You can use the strategies and selling points of your leading competitors but it won’t have the same effect unless told in a compelling way.
How do you develop a great story then? Start with the end. Or in the words of Stephen Covey, begin with the end in mind. Imagine you’ll be in the cover of Entrepreneur Magazine next year. How would you like your story to unfold? Do you like to tell them about your superb customer service or innovative thinking? It can be whatever you aspire your company to be. Then outline the things you need to do to make that dream a reality.
In some aspect, branding is different from storytelling for it is a two-way system. In stories, the author controls the ideas and plots. In branding, your story is a collaboration of your vision and opinions of your customers, suppliers and even competitors.
What about your logo design? It will play a pivotal role in uniting all aspects of your communication. You see ads, web design, and packaging may change from time to time but a great logo design stays the same for many years. Just like any story books, your logo is your cover.
Branding is more than just words and designs. It must be accompanied with great actions. Otherwise, it will all be a waste of time and money.
