by Brand Johnson on Friday January 28, 2011
NBC Universal is now NBCUniversal; at least for their new corporate logo. The new space-less logo is meant to symbolize synergy between the two companies.
For now they are leaving the logos of NBC with the peacock and Universal with its globe; a smart move. But why not create a new company name to go with the merger?
We all know what happened with the AOL Time Warner merger and this one could be looked at the same way. When you are creating a merger on this level and you have two strong brands with a long history it is important to create a NEW brand name.
The only thing that is being accomplished by combining the two names is watering down both brands. Instead of two strong brands you weaken each brand and each logo.
The only thing that is being accomplished by combining the two names is watering down both brands. Instead of two strong brands you weaken each brand and each logo.
When a company is looking to rebrand or create a new brand they must first start with the consumer or prosepct and find out what is already in the mind. A company must find out what the consumer will let them do. NBCUniversal is a name and a logo that staretd with management and never made it to the consumer.
by Brand Johnson on Friday January 21, 2011
Google failed to acquire the coupon giant Groupon and is now going to enter the crowded field with of all things...Google Offers.
Google is notorious for line extending their brand. When does Google _____________ work and when does it fail? Let's look at two recent examples.
Google Offers will fail because they are a late entry in an already crowded field. Groupon was able to get in the mind first and this makes all the difference. Groupon has already stuck in the mind which is why Google tried to pay such a hefty price. Launching Google Offers is unlikely to make a dent in Groupon or Living Social (both of which need to be careful of becoming fads. That is for another post).
A Google line extension "service" that I love but wish they would rebrand is Google Voice.
How is Google voice able to garner downloads, press, and rave from fans? Simple, Google Voice is the first in the mind for FREE calls and texts. Being first in the mind is what makes the difference. Should Google Voice be called something else? Absolutely.
Google Offers will fail because they are a late entry in an already crowded field. Groupon was able to get in the mind first and this makes all the difference. Groupon has already stuck in the mind which is why Google tried to pay such a hefty price. Launching Google Offers is unlikely to make a dent in Groupon or Living Social (both of which need to be careful of becoming fads. That is for another post).
A Google line extension "service" that I love but wish they would rebrand is Google Voice.
How is Google voice able to garner downloads, press, and rave from fans? Simple, Google Voice is the first in the mind for FREE calls and texts. Being first in the mind is what makes the difference. Should Google Voice be called something else? Absolutely.
Being first in the mind makes all the difference in marketing, it is probably the single marketing law that made Steve Jobs an icon. In today's social society it is easier to be first in the mind.
Google should have a Brand Defense Team that is able to identify threats and buy or launch a brand first in the mind while they still can. Things would have been different if Google had discovered Groupon and made a $50 million offer.
To really be first you must be first in the mind and that takes great branding.
Google should have a Brand Defense Team that is able to identify threats and buy or launch a brand first in the mind while they still can. Things would have been different if Google had discovered Groupon and made a $50 million offer.
To really be first you must be first in the mind and that takes great branding.
by Brand Johnson on Thursday January 06, 2011
Starbucks unveiled a new logo removing the words "Starbucks Coffee" which have been a part of the logo for over 30 years. Conventional wisdom says this is a smart move as Starbucks is more than just coffee and they need a logo removing the words coffee which is limiting.
Here is a quote from the AP story: "The brand is now evolving to a point where the coffee association is too confining and restrictive," said John Quelch, a marketing professor at Harvard Business School. "Starbucks is fundamentally selling an experience, but by no means is coffee the only part of the experience. It is important that they not have a logo that is too confining."
Often with Starbucks you will hear that it is all about the "experience." I don't buy into that nonsense. The "experience" that Starbucks is selling is a high-end coffee shop. If you want the best coffee you go to Starbucks.
Removing the "Coffee" from the logo would have been a good idea if in doing so you didn't lose the symmetry. For symmetry alone both words should be kept on the logo. Was McDonald's affected when they removed the word "hamburgers?" I don't think so.
When a brand is successful at creating a new category people tend to over-analyze the "why" and the "how" of their success. The old logo was confining and that is why it was so great. Starbucks was successful because they narrowed the focus. Expanding a brand will almost always increase sales in the short-run but it will damage the brand in the long-run.
The management team at Starbucks thinks about coffee all day so removing the words may not seem like a big deal. The average consumer only thinks of coffee in the morning and has hundreds of brands in the mind. The "average" consumer needs to be reminded of the words, including younger generations who are not as familiar with the brand.
Once Howard Shultz leaves Starbucks the brand will continue to expand and the experience will not be the same. The mind loves simplicity and Starbucks is in danger of losing their narrow focus. Starbucks should be telling their story of "why" the coffee is so expensive, I am ready to listen.
Often with Starbucks you will hear that it is all about the "experience." I don't buy into that nonsense. The "experience" that Starbucks is selling is a high-end coffee shop. If you want the best coffee you go to Starbucks.
Removing the "Coffee" from the logo would have been a good idea if in doing so you didn't lose the symmetry. For symmetry alone both words should be kept on the logo. Was McDonald's affected when they removed the word "hamburgers?" I don't think so.
When a brand is successful at creating a new category people tend to over-analyze the "why" and the "how" of their success. The old logo was confining and that is why it was so great. Starbucks was successful because they narrowed the focus. Expanding a brand will almost always increase sales in the short-run but it will damage the brand in the long-run.
The management team at Starbucks thinks about coffee all day so removing the words may not seem like a big deal. The average consumer only thinks of coffee in the morning and has hundreds of brands in the mind. The "average" consumer needs to be reminded of the words, including younger generations who are not as familiar with the brand.
Once Howard Shultz leaves Starbucks the brand will continue to expand and the experience will not be the same. The mind loves simplicity and Starbucks is in danger of losing their narrow focus. Starbucks should be telling their story of "why" the coffee is so expensive, I am ready to listen.
by Brand Johnson on Friday December 31, 2010
Some of the best brands in the world have not been able to survive 2010. Blockbuster, Newsweek, Mercury, and Pontiac to name a few. The one brand that I will miss the most is Hummer which was shut down by General Motors after a failed sale at the last minute.
Each analyst has their own idea of why Hummer failed and while some may make good points, the real reason Hummer failed is because General Motors broke too many marketing laws while trying to grow sales.
Each analyst has their own idea of why Hummer failed and while some may make good points, the real reason Hummer failed is because General Motors broke too many marketing laws while trying to grow sales.
Hummer use to be a brand that was focused. The AM General Corporation made one type of vehicle; the Hum-vee and sold to one customer; the U.S. Military. Eventually the brand was sold to GM and the marketing mistakes followed.
GM renamed the Hum-vee the Hummer H1. This model was basically a light version of the vehicle they sold to the military. Then GM introduced the Hummer H2 and Hummer H3.
GM was also ready to launch the H4 which was a Hummer truck but the marketing mistakes by this time had caught up with them.
The press had a field day attacking Hummer and their gas mileage even though the gas mileage was comparable to similar size SUVs. I liked the fact that they received negative press, the boycotting crowd was largely from the left and this only fueled the demand from the gun-toting right. Brands can’t appeal to everyone and the Hummer certainly was geared to the right.
The amount of press helped fuel the Hummer brand but the problem is that it increased demand and GM matched the demand with an aggressive production. This created a fad that quickly faded.
The amount of press helped fuel the Hummer brand but the problem is that it increased demand and GM matched the demand with an aggressive production. This created a fad that quickly faded.
The line extension at Hummer caused the brands demise. If GM had kept the Hummer brand more focused it would still be around today.
by Brand Johnson on Friday December 17, 2010
Below is a new BMW commercial making waves on the Internet showing how brands can better get in the mind of the consumer. The premise is that by flashing the letters "BMW" for a second while showing the commercial the brand retention is better among viewers.
Has branding really come to this; flashing letters to somehow have a chance at entering the mind? The reason the commercial created a connection with viewers and BMW is that the visual they own in the mind is the winding road, which was shown over and over again in the commercial.
Getting in the mind is not a problem. If you have enough money you can make people aware of your brand. More money each year is wasted in advertisers trying to create brand awareness. The problem is not awareness; the problem is sticking in the mind for the right reasons at the time the consumer is deciding which brand to purchase.
If these companies truly desire to get in the mind of the consumer I would suggest a basic model of perception below.
If these companies truly desire to get in the mind of the consumer I would suggest a basic model of perception below.
The brands that can make it to Stage 4 are the real winners. These brands don't need the best sales force, the most money, or the best office. These brands own a category in the mind and can enjoy the feast.
by Brand Johnson on Thursday December 09, 2010
In a new survey from Interpret they found that users of popular gaming devises like the Nintendo DS and PSP are ditching the devices for the iPhone. This is news that is sure to garner converage in the media and once again bring confusion to the idea of convergence.
Let's be clear, as a gaming device the iPhone is not a convergence device because of the App market. The App market is a new category. This mobile software/internet concept is new to the gaming world.
If I were Nintendo or Sony I would modify their device by changing the gaming experience. They should open up a platform similar to the App store but focus on a mobile device specific to gaming. While the iPhone is better now (mainly becasue of software developers) these companies could create a more advanced gaming device.
Convergence is sure to confuse more people after reseach like this. Companies must diverge or die.
If I were Nintendo or Sony I would modify their device by changing the gaming experience. They should open up a platform similar to the App store but focus on a mobile device specific to gaming. While the iPhone is better now (mainly becasue of software developers) these companies could create a more advanced gaming device.
Convergence is sure to confuse more people after reseach like this. Companies must diverge or die.
by Brand Johnson on Friday December 03, 2010
It seems that the mantra coming from Corporate America is this: If we out work, out perform, make more calls, create a better product, offer better service--just be better, we will win. The only problem is that the mind just doesn't work that way.
No matter how you look at it being better doesn't work. People don't remember better, they remember different. If you are dreaming of starting a new company and you want to make a better cola, a better search engine, a better social network, a better beer, a better church, a better school, a better anything--make sure that you are different.
People love to talk about things that are different; they rarely talk about things that are better.
Is there a better search engine on the market than Google? Probably.
Is there a better social network than Facebook? Yes, but does it matter? No. The category of "social network" is OWNED by Facebook. It would be a fool's errand to try and create a "better" social network than Facebook.
Being the best is a noble pursuit but being the best "perceived" brand is where you want to be and this is only done by occupyinig a space in the mind all your own.
People love to talk about things that are different; they rarely talk about things that are better.
Is there a better search engine on the market than Google? Probably.
Is there a better social network than Facebook? Yes, but does it matter? No. The category of "social network" is OWNED by Facebook. It would be a fool's errand to try and create a "better" social network than Facebook.
Being the best is a noble pursuit but being the best "perceived" brand is where you want to be and this is only done by occupyinig a space in the mind all your own.
by Brand Johnson on Monday November 15, 2010
How do most people make decisions? This is an important question to ask when you are trying to create a brand you want to penetrate the mind of the consumer.
Ask most people and they will tell you that decisions are based upon facts. The best product, best service, or best person always wins.
Ask most people and they will tell you that decisions are based upon facts. The best product, best service, or best person always wins.
The thinking goes that if you create a better product the consumer is smart enough to see that and you will be successful. But what makes a product better and who is to judge the better product?
There are two thoughts on how decisions are made in the mind...
1) People research and explore the facts and then make a decision OR
2) They made a decision and then look for the "facts" to justify their opinion.
Research shows that in a job interview the employer makes their decision on whether to hire the person in the first 90 seconds.
There are two thoughts on how decisions are made in the mind...
1) People research and explore the facts and then make a decision OR
2) They made a decision and then look for the "facts" to justify their opinion.
Research shows that in a job interview the employer makes their decision on whether to hire the person in the first 90 seconds.
Now, surely this is not a decision based on the facts. How much facts can an employer get in 90 seconds? Not a lot.
By the time you get to a job interview the candidate is simply affirming the position the employer has in their mind.
This is why one of the best ways to find a job is by referrals. Referrals usually come from experts and most people don't have time to review resumes and compare all the facts. It is much easier to trust the opinion of an expert.
Understand how a consumer thinks and your brand has a much better chance of sticking in the mind.
By the time you get to a job interview the candidate is simply affirming the position the employer has in their mind.
This is why one of the best ways to find a job is by referrals. Referrals usually come from experts and most people don't have time to review resumes and compare all the facts. It is much easier to trust the opinion of an expert.
Understand how a consumer thinks and your brand has a much better chance of sticking in the mind.
by Brand Johnson on Thursday November 04, 2010
Microsoft has launched the new Windows 7 OS for mobile phones. Below is a new commercial promoting the product.
The production quality is great but I am not sure what the commercial is trying to convey to the consumer. It lacks clarity and leaves the consumer confused.
Microsoft did a great job with the rebrand of their search engine to Bing but why not continue and create a new brand in the mobile category?
Where does the Microsoft brand fit in this new mobile world quickly approaching? Here are some suggestions on how to brand the mobile Microsoft.
1) FOCUS on a mobile web browser- After using the mobile Safari and Opera Mini I would love to see Microsoft market a new .mobi web browser crawling only .mobi sites. Create a new name--and make the browsing experience FAST.
2) If Steve Jobs can make the world love apps Microsoft should make the world love .mobi and the mobile web browsing experience. Microsoft has already lost the app war to Apple and Google which is why thy should focus on the mobilenet.
3) Drop the line extension name of Windows 7 Mobile and come up with a new name (this was done with Bing and Google did it with Android). New categories need new names.
4) Start you campaign with PR and lots of it. Big ad budgets don't build brands, great PR does. Generating PR shouldn't be a problem for Microsoft.
5) In the PR campaign Microsoft should dramatize the mobile experience similar to the history of the PC. Most PC's were loaded with software in the beginning and then gradually moved to the Internet. Convey the image that .mobi is a natural evolution of the mobile experience.
There are many reasons people don't like the app experience. I could name a few myself.
Does the culture at Microsoft allow them to make these changes and become a leader in the new mobile world? Probably not.
Microsoft lost out in the app market but this could be a good thing in the long run. If they can create a simple, marketable, new brand in mobile browsers they could be the big winners. Only time will tell.
Microsoft did a great job with the rebrand of their search engine to Bing but why not continue and create a new brand in the mobile category?
Where does the Microsoft brand fit in this new mobile world quickly approaching? Here are some suggestions on how to brand the mobile Microsoft.
1) FOCUS on a mobile web browser- After using the mobile Safari and Opera Mini I would love to see Microsoft market a new .mobi web browser crawling only .mobi sites. Create a new name--and make the browsing experience FAST.
2) If Steve Jobs can make the world love apps Microsoft should make the world love .mobi and the mobile web browsing experience. Microsoft has already lost the app war to Apple and Google which is why thy should focus on the mobilenet.
3) Drop the line extension name of Windows 7 Mobile and come up with a new name (this was done with Bing and Google did it with Android). New categories need new names.
4) Start you campaign with PR and lots of it. Big ad budgets don't build brands, great PR does. Generating PR shouldn't be a problem for Microsoft.
5) In the PR campaign Microsoft should dramatize the mobile experience similar to the history of the PC. Most PC's were loaded with software in the beginning and then gradually moved to the Internet. Convey the image that .mobi is a natural evolution of the mobile experience.
There are many reasons people don't like the app experience. I could name a few myself.
Does the culture at Microsoft allow them to make these changes and become a leader in the new mobile world? Probably not.
Microsoft lost out in the app market but this could be a good thing in the long run. If they can create a simple, marketable, new brand in mobile browsers they could be the big winners. Only time will tell.
by Brand Johnson on Monday October 25, 2010
Below is a great example of why a company should use PR first to launch a new brand and advertising to reinforce the position....
The mass market consumer thinks, "If this is such a big deal, why haven't I heard about it?" To prove my point below are powerful brands that were built with PR not advertising...
Why is PR so effective when launching a brand? PR is credible. Advertising rarely changes a person's perception of a product/service. Advertising is good for reinforcing a position already in the mind.
Two similar companies with similar technologies were launched, one launched with PR and the other with advertising. One brand is in trouble while the other is thriving. The two brands: Vonage and Skype.
Once PR has run its course it is time to advertise. The problem is that companies that were built with PR and word of mouth think they don't need to advertise. This is a big mistake.
My advice to Facebook, Google, Amazon.com, and Zappos, bring on the advertising. Twitter and Zynga, continue with PR.
Two similar companies with similar technologies were launched, one launched with PR and the other with advertising. One brand is in trouble while the other is thriving. The two brands: Vonage and Skype.
Once PR has run its course it is time to advertise. The problem is that companies that were built with PR and word of mouth think they don't need to advertise. This is a big mistake.
My advice to Facebook, Google, Amazon.com, and Zappos, bring on the advertising. Twitter and Zynga, continue with PR.
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