 |
Bold Ideas. Imagination. Great design. Some blogs dish about people, others drone on about politics. Brand B.I.G. is a blog about ideas, and exploring the possibilities at the intersection of smart business and innovative branding. |
Clear communication is critical to your brand’s success. Poor wording, bad font choices, inattention to design and inaccurate translation are just a few of the things that can end up sending a message you never intended to send.
Color communicates. It can provide direction and clarity. When language fails color can offer valuable associations with people, places and things. Shamrock green. Fire engine red. School bus yellow. Midnight black. Sky blue. The mere act of reading those words evokes distinct images and feelings. Color induces subtle emotions and elicits powerful responses. Because color’s impact is so profound its role as a brand signal should not be underestimated.
Effective holiday marketing means much more than tired gift card promotions and early-bird sales. Gimmicks might spur short-term gains with bargain shoppers but they don’t build long-term relationships that will grow and sustain your business. Loyalty that lasts well after the ornaments are packed away comes from connecting with consumers emotionally.
“People need dramatic examples to shake them out of apathy and I can’t do that as Bruce Wayne. As a man, I’m flesh and blood; I can be ignored, I can be destroyed. But as a symbol – as a symbol I can be incorruptible, I can be everlasting.” ~ Batman Begins
Reading Hardy Boys mysteries has been a quintessential rite of boyhood for more than 80 years. The “…lively adventure stories, packed with mystery and action …” are the stuff boyhood fantasies are made of. Consistently delivering on their action-packed promise has made the fictional detective brothers one of the most enduring – and endearing – brands of the last century.
Launching a new brand? Revitalizing a heritage brand? Jump starting a brand that’s stalled? Each project offers unique challenges requiring important choices. Despite best intentions, bad decisions sometimes happen to good branding. Avoiding those is what this post is all about.
According to rock n’ roll lore, Van Halen’s 1982 touring contract rider required the band be provided with M&M’s backstage at every show – absolutely no brown ones – or they would not perform. Turns out it’s true; but is it merely rock star narcissism? Hardly. The real reason is far more compelling – as is the lesson that it teaches about management, and attention to detail.
Our methods of communication say a lot about us, and how we feel about the audience we’re communicating with. Email is mundane, perfunctory. Receiving hand delivered correspondence can be a delight, yet writing letters has become something of the past.
Succeeding in business requires risk. Despite bromides about failure not being an option, truth is that it’s a very real possibility. Acknowledging that and preparing for the possibility of failure isn’t a sign of weakness, it’s the sign of a professional.
Johannes Kepler noted, “Nature loves simplicity…” Water does indeed flow down the path of least resistance. Human beings are 98% water, so perhaps it stands to reason that we, too, would naturally seek simplicity.
| +1 480 688 4207 |
Burning Questions Free Stuff |
Brand B.I.G. Blog On Twitter |
©2003 Nocturnal Design Studio, LLC Terms of Use |
