ROOFTOP banter

Logo Wars

Posted By: 

2 Cents

Date: 

February 4th, 2011 /// Industry Insight, Marketing Trends

Uh-oh, Starbucks simplified their logo. Will the consumer be able to handle rush hour? Aren’t folks’ Monday mornings hard enough? It’s rough out there for those fond of “their brands;” from the new Pepsi “smiles” and the Gap logo revamp fiasco to Starbucks bringing its little mermaid to the forefront. As we grow old and change, so do the products and services all around us. Even I remember a dark day in ‘03 when I saw that UPS was retiring Paul Rand’s “box tie” logo.

People tend to not agree with what they are not familiar, and may get p.o.’d when a brand they’re close to changes its appearance. And, as with most things in life, change can be great or it can bite you in the butt. Companies will continue to look into the mirror from time-to-time with or without the consumers blessing… but watch-out: social media has created an immediate response-vehicle from the masses.

My personal opinion matters not in response to these recent identity face lifts; for the most part I look upon others’ creative with a “glass half full” eye and I do like when companies throw a curve ball to shock the system. But I’ll end by saying as far as mega-corporations logos go, there have been the bad & good, but I sit here and think the last really clever rebrands seem as long ago as ‘94 (FedEx) and ’98 (Citi).

• Leave a Comment

Levi’s: Dressed for Social Media Success

Posted By: 

Copy D

Date: 

September 8th, 2009 /// Marketing Trends

I’ve always been a big fan of Levi’s campaigns. I was once so moved by a Levi’s superbowl spot, I ran out the next day to buy a pair of (not so) skinny jeans. Levi’s is a classic name that refuses to tire, endlessly reinventing itself to stay connected.

Levi’s ads are almost always sexy, modern and thought provoking while tying in the brand’s heritage in fresh and unexpected ways. This year’s Go Forth: The New Americans campaign is no exception. This site uses consumer-generated content to build the “fabric” of its message, fueling American pride in challenging times.

The multimedia invitation – words, images, audio and video — offers ample opportunity to participate. Contests create compelling reasons to submit. Content suggestions such as “Pick a task: Take a picture of you wearing Levi’s in a place you’ve never been before” inspire brand integration in ways that spark imaginative thoughts.

Copy is almost an afterthought, but just as powerful as the submitted imagery: “I work for better times. ‘Cause no one built this country in suits.” Whether a reader or contributor, you’re likely to remember this site, associating the Levi’s brand with the belief that you too can shape an ideal American future…especially while wearing a great pair of 501s.

• Leave a Comment

Advocate Your Favorite Brands and Get Paid!

Posted By: 

Copy D

Date: 

August 25th, 2009 /// Marketing Trends

Social connectors are the engine that drive any viral phenomenon. That’s why word-of-mouth is worth its wait in gold to savvy marketers. Now, people have more incentive than the simple pleasure of recommending useful, interesting products and services to friends and family. Brand About Town allows you to become a “Brand Enthusiast” and get paid for spreading the word.

• Leave a Comment