Shakespeare asserted that which we call a rose by any other name would smell just as sweet. True, but the wrong brand name might not pass the sniff test with consumers.
Today’s professional landscape is filled with false prophets preaching and prognosticating from the pulpit of so-called expertise. Being able to separate the pros from the pretenders can save you from disaster, but it’s not always easy. Consider this story:
Let’s be clear; marketing is a department, branding is a culture – and it’s too complex and too important to be delegated to a single department.
People sometimes say the most inappropriate things in business settings; racial slurs, sexist jokes, offensive gossip, blatant lies, brazen threats, crass come-ons, bull shit jargon, whatever. I thought I’d heard it all, until I heard something that beat it all.
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.