Brand France: Where smart money will hopefully go.

                                   

When I think of France the following images come up first: Men and women dressed to the nines with berets, riding on bicycles and acting haughty all the while surrounded by beautiful medieval architecture. While some of the generalisations of the French might be exaggerated, it is easy for one to accept them as true since the country is the fashion capital of the world. It is also home to world renowned luxurious brands such as Louis Vuitton, Dior, L’OREAL, Chanel, Yves Saint Laurent, Cartier, LACOSTE, Givenchy, Garnier and LANCOME.

One of the country’s most well known landmarks is the Eiffel Tower located on the Champ de Mars in the city of Paris erected in 1889. The iron lattice structure has proven to be a favourite among foreign visitors looking to propose marriage to their partners at the top of the tower. There is even a case of an American woman with a fetish for inanimate objects who so loved the structure that she decided to marry it in a commitment ceremony in 2007. Now if you couple the country’s world famous brands with the love inducing Eiffel Tower you get a country known for opulence and romance. This would be a good formula for branding a country and making a stereotype work in your favour right? Well the French government doesn't think so, or at least not anymore.

As of the 28^th  June 2013 the French government has been in talks to rebrand the country. They are apparently doing so because they believe that the brand is suffering from the aforementioned stereotypes. They are also hoping it will improve the country’s global competitiveness globally while promoting the “Made in France” label. To kickoff the rebranding effort they launched a nationwide competition where professionals could submit new logos for the future French brand. The unveiling of the new brand identity is expected to be done sometime during 2014.

In my opinion France did not need to go on an effort to rebrand itself. These stereotypes its trying to run away from actually made it unique from other countries. I hope that the rebranding works in their favour and actually brings in more business and investment into the country, since this is the primary reason for the rebranding. What do you think, is rebranding to seem more business minded a wise route for France?

Reference:
http://en.wikipedia.org/wiki/Eiffel_Tower
http://www.countryreports.org/country/France.htm
http://cruciblebookii.com/2013/09/france-the-brand/
http://www.france.fr/en/news/french-invited-promote-french-excellence-france-brand
http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=172&year=340
http://www.telegraph.co.uk/news/newstopics/howaboutthat/2074301/Woman-with-objects-fetish-marries-Eiffel-Tower.html

Brand Sweden: reasons to Visit Sweden.

Have you ever thought about where popular brands like H&M, Absolut Vodka and Skype come from? Well they come from a country with a name that just rolls of the tongue, Sweden. Sweden is the largest country in Northern Europe and the third largest country in Western Europe, and 53% of it is covered in forestry. In charge of the Swedish brand is an organisation called ‘Visit Sweden’. Their objective is to promote Sweden as a country and tourist destination. I often perceived the Swedes to be smug, cold, extremely self-disciplined and socially closed from what I observed on TV and in the newspapers. This might be attributed to an ancient Swedish proverb, which I found they still hold in high regard to this day, which goes “Talking is silver, silence is gold”. Here are some interesting codes of conduct I found they live by:

·         Do not look directly at another person in the eyes – Apparently doing so is considered cheeky, rude, aggressive, and sexually suggestive.

·         Do not sit next to a Swede – In the theatre, subway, bus etc. If there are empty seats , this arouses suspicion as to your intentions and is seen as an intrusion of personal space.

·         Do not greet a Swedish stranger – Swedes do not normally talk to nor do they take kindly to strangers talking to them unless it is a dire situation.

Judging by the above statements made by a Swede, it is understandable why Visit Sweden would be needed to work on changing the cold exterior that the country projects to its counterparts. A rebranding is just what the country needs. So what were your first impressions of Sweden?

Reference:

http://thougtforce.hubpages.com/hub/What-characterizes-a-Swede-and-the-Swedish-mentality-some-unwritten-laws-on-how-to-behave-in-Sweden

http://www.visitsweden.com/sweden/brandguide/The-brand/The-Platform/A-platform-for-the-Sweden-brand/

http://www.thelocal.se/20111108/37232

http://www.sweden.se/eng/Home/Business/Reading/10-Swedish-companies-shaping-the-world/

Subculture alert: Black Diamonds

South Africa has many different subcultures across all nationalities that live in the country. A subculture is defined as a group within a larger culture which differentiates itself by status, ethnic background, religion, or any other factors that unify a group which acts in a certain manner collectively. Subcultures also act as a way in which to brand people and classify them. By monitoring a person’s behaviour you are able to get an idea of their interests and disinterests leading you to classify them with people who act in the same distinctive manner.

I had a brief at school where I had to pick a South African subculture and represent it with a font extended into a booklet in celebration of Heritage day which takes place annually on the 24^th of September. After much deliberation the subculture I chose to represent was Black Diamonds, one which is unique to South Africa. The term Black Diamonds was originally coined by the TNS Research Survey (Pty) Ltd and the UCT Unilever Institute to refer to a fast-growing, affluent and influential black community. This growth was accelerated by Affirmative Action, act which was introduced in South Africa in 1998. Many black people who benefited from the act got involved in South Africa’s lucrative gold and diamond mining industries, this involvement is what contributed to the term Black Diamonds being coined.

What started out as a term meant celebrate the arrival of a people soon turned into one defining a black elite middle class plagued with a love for material possessions, power, status and money. My 16 page booklet chronicles the evolution of the Black Diamond from what it was to what it is now. The font is inspired by diamonds and the clasps which hold the diamond in place on a ring. Feel free to leave a comment or any suggestions you might have on how I can make the booklet better.

 

 

Reference: 

http://www.thefreedictionary.com/subculture

http://en.wikipedia.org/wiki/Black_Diamonds_(racial_term)

Launching a brand: What you should consider revising.

So you have a brand in place and you have gone through all the necessary implementation steps and you want to share it with the world. You are sure that it will capture your consumer’s imagination, as it should because that will be the determining factor of whether your brand sinks or swims. Before you launch your brand there are a few points which you need to check repeatedly to ensure the successful launch of your brand, and they are as follows:

1.       Brand Identity

Does your brand inform your consumer about what it is and the position it is assuming? Or is your consumer left to decipher what your brand is trying to communicate. Your website and social media outlets must have a strong design which reiterates your brand identity. Some good questions to ask yourself when composing your brand identity are “what do you want to say”, “who do you want to say it to”, and “where do you want to say it”?

2.       Social Media:

Social Media when used right is guaranteed to be a brand’s best friend. You can use twitter and facebook to build anticipation around your brand launch even asking subscribers to spread the word.

Lastly the set design of the brand’s launch has to look absolutely amazing and captivating. Real thought process has to go into making it appealing. New and existing brands design elaborate sets and displays for their event launches. Here are a few designs I came across:

Although there are more these points I just shared are what I think has to go into consideration when launching a brand or a brand product. If you have any more you are more than welcome to share with me. Do you think an event launch is important to the success of a brand?

Reference:

http://www.workingmums.co.uk/working-mums-magazine/top-story/7420347/how-to-launch-your-brand-and-products-successfully.thtml

http://www.britopian.com/2013/10/20/top-3-considerations-launching-brand-advocacy-program/?utm_source=rss&utm_medium=rss&utm_campaign=top-3-considerations-launching-brand-advocacy-program

http://www.pamlloyd.com/case-study-launching-brand

Brand Promise: The good, the bad and the ugly lawsuits.

Imagine you are driving back home from a long day at work or school and the day has rendered you tired and thirsty. You pass by a billboard for a popular beverage like Liquifruit with a tagline that goes something like “Refreshes like nothing on earth” naturally you would be compelled to buy it right? Or you wake up in the morning and the first thing you do is look at yourself in the mirror, and all that you can see are the imperfections on your face e.g. pimples, wrinkles, uneven skin tone. Then your mind flashes back to an ad you've seen by skincare brands like Olay, Neutrogena, and Vaseline for Men etc. With a model who has flawless radiant skin supposedly achieved by religious use of the product. Naturally you would gravitate towards considering or buying the product right? Let us take a deeper look as to why that is.

To lure consumer interest companies utilise a little trick in the marketing sphere referred to as a ‘brand promise’. A brand promise is when a company makes a statement using images, copyright or both as to what you can expect from interacting with their product/ service. It is most effective when addressing consumer needs whether they are to look younger, quench a thirst, support a cause, feel secure etc. And the promise is often gets associated with the company name, logo and products/services.

Most of the time it works out well for the companies in that it garners brand loyalty and support. As long as consumers believe and experience a brand’s promise they will stand behind it. There is also a dark side to a brand promise such as what happens when a brand does not live up to it. Olay experienced the failure of a brand promise with their ‘Definitive Eye cream’ when female consumers did not achieve the same results as the products former model Twiggy. Dannon’s popular Activia brand yoghurt had consumers paying more for its product under the premise that it had more nutritional value that most. It was later found that Activia was as plain and ordinary as any other brand of yoghurt. Dannon ended up having to pay $45 million dollars in damages to consumers who had filed a lawsuit against the brand.

A brand promise can be as beneficial as it is damaging to a brand. So have you ever supported or bought a product/ service based on the brand promise only to be let down? Do you know any brands that actually live up to their promises?

Reference:

http://www.brandingstrategyinsider.com/brand-promise

http://www.businessinsider.com/false-advertising-scandals-2011-9?op=1

http://www.forbes.com/sites/steveolenski/2013/08/19/when-a-brand-promise-backfires/2/

Brand Canada

I was looking at the NBI (Nation Brand Index) recently and something on the list jumped at me, Canada is rated as having the second best nation brand in the world. It even surpasses arguably the most well known country in the world, America, which now sits at number eight on the list. This was kind of weird to me as I have known Canada to be the subject of a lot of degrading jokes in a string of American films and TV series. Anyway back to the Canadian brand and what makes it tick. Canada’s image got reworked back in 2004 by CTC (Canadian Tourism Commission) in order to change the outdated perception people had about it. The brand’s logo is basically a stylised version of the leaf found on the Canadian flag. Them using the leaf as their symbol makes perfect sense to me as it is what comes to mind when someone mentions Canada to me. The catchphrase they went with is “keep exploring”, this phrase ties in with their brand’s selling points perfectly.

The Canadian brand has five selling points which it emphasises in its marketing campaign in order to appeal to a domestic and international audience. These selling points are:

1.       Vibrant cities on the edge of nature

2.       Personal journeys by land, water, air.

3.       Active adventure among awe-inspiring natural wonders.

4.       Award winning Canadian local cuisine.

5.       Connecting with Canadians.

Although they are nothing new (even they admitted it on their website), the angle at which they are marketing them is refreshing. This leads me to think that if the Canadian brand can be ranked second on the list after only nine years of having established itself, bear in mind that it wasn't even on the top ten list when the NBI started out in 2005, then why can’t South Africa do the same? Especially after knowing that South Africa had a two year head start on Canada with Brand S.A. being in business since early 2002. I would love to hear your thoughts on Canada taking the second spot on the list, are you as shocked as I was?

Refference:

http://www.globalbydesign.com/2005/06/22/whats-your-nation-brand-index/

http://www.fastcoexist.com/1680768/the-15-leading-country-brands-of-the-future

http://en-corporate.canada.travel/resources-industry/canada%E2%80%99s-tourism-brand

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/what-is-canadas-brand/article4327235/

Does your logo represent your brand well?

There is a wide variety of companies out there which cater to an even wider consumer base in the world; there is literally a market for every single age group. So narrowing down your target market in order for your brand to communicate effectively is essential. And this is where the Graphic Designer comes in, my goal is to consider a company’s values, target market and what it is trying to communicate and try to encapsulate all that in a symbol. This symbol is commonly referred to in the business world as a logo and takes time to culminate, and when done properly it will resonate with the client’s consumers.

A logo is a graphic mark or emblem used most commonly by businesses, organisations and even individuals to gain public recognition. Their origin can even be traced back to religious symbols, such as the Christian cross, which were used to express the moral values of a society and its teachings. They are also most effective when they appeal to intellect and emotions. Symbols are also known to suggest an image, idea, belief or action. Joseph Campbell suggests that “A symbol is an energy evoking and directing agent”. So in essence when a logo is created it has to be created with the intention of taking on a life of its own. Why you may ask? Well simply because it’s going to exist in the real world and its going to require that you extend it into your corporate identity.

Some of the most successful companies and organisations in the world are in their position because of a solid logo which extends into their corporate identity and products/services e.g. Coca Cola, Samsung, Google, LG, Lego, BMW, Walmart, Pepsi etc. The colours, line weight, and shapes each one of them used is specific to their markets and the extensions they have. The simplest of brands can require the longest time to perfect. I think that quite a lot can be learnt from well branded companies.

Reference:

http://en.wikipedia.org/wiki/Logo

http://en.wikipedia.org/wiki/Symbol

http://en.wikipedia.org/wiki/Corporate_identity

http://www.famouslogos.net/images/famous-logos.jpg

Proudly South African Campaign

 Figure 1: Proudly South African logo/icon.

 Figure 2 & 3: Proudly South African product advertising.

Proudly South African is a multi-million rand initiative by government. It was first conceived in 1998 at the Presidential Job Summit under the leadership of former South African president Nelson Mandela. After much refinement the campaign was officially launched in 2001 with assistance from government, Organised Business, Organised Labour and Organised Community. 

To ensure public awareness and increase visibility Proudly South African launched a thirty million rand campaign, and it secured thirty two million rand in sponsorship from Eskom, Old Mutual, Telkom, and SAA for its first three years in business. Bearing the Proudly South African logo offered companies a chance to stake their claim as being a product of South Africa. Not just any South African company could qualify though, there is a bar test of high standard that each and every one of them has to pass first. They first have to show that at least 50% of the production value of their products (including labour and marketing costs) has been incurred in S.A. They must also practice fair labour and adhere to environmental standards. This method of weeding out companies ensured that consumers not only got the best value for money, but also that the products and services are of international standard. Companies that did pass to bear the mark gained recognition and favourability among consumers over foreign brands competing with them. Proudly South African promoted loyalty to brands bearing the icon by emphasizing the benefits of buying products and services from these brands. One of them was that by buying a Proudly South African product or service the consumer was helping to create jobs and therefore alleviate hunger in poor communities. This lead the consumer to feel good about supporting these brands which meant they were continually purchased, quite clever actually.

The Proudly South African initiative was and still is a brilliant concept to me. It meant that government could boost the economy while inspiring patriotism among its citizens. The campaign’s drive has been slow recently as I have not come across any advertising or promotional material, which is kind of odd since it was in every South African citizen’s face via media outlets. Its little disappearing act is quite sad really, especially when you think of its success and potential to grow. I vividly remember during its heightened moments how I would check that every item I picked from the grocery aisle was Proudly South African or not. So what do you make of the Proudly South African campaign, was it or is it still a success on your eyes?

Reference:

http://proudly.co.za/proudlysa-co-za/6/

http://en.wikipedia.org/wiki/Proudly_South_African

http://www.pbmr.co.za/index2.asp?Content=180

http://www.proudlysa.co.za/consumer-site
http://www.info.gov.za/events/2001/proudlysa.htm
http://www.proudlysa.co.za/about-our-logo

Brand Brazil

Brand Brazil is one which has recently emerged as a top player in the nation brands. The Country is the world’s 5th biggest online market, a fact which comes as no surprise since the country has a lot of buying power when it comes to digital media. This can be attributed to the fact that in 2007 the Mayor of Sao Paulo Gilberto Kassab banned all forms of outdoor advertising in the city, which happens to be Brazil’s largest city and the world’s 7^th most populous. This all happened after the Clean City Law was passed to the disappointment of many brands.

Another major boost that the country’s brand is that it will be playing host to two of the world largest sporting events consecutively, the 2014 FIFA World Cup and the 2016 Olympics. Successfully hosting these two events should do wonders the increasing the country's Soft Power and moving it up the ranks on the Nation Brand Index.

 Figure 1: Brand Brazil logo

Brazil’s brand logo speaks volumes about the country and its values. The logo is fun and vibrant with flowing secular lines which communicate happiness. It is also very colourful, looks friendly and inviting. The logo in essence also reflects the countries key attractions; the beaches of Bahia, the beautiful Amazon forest and the countries playful culture exemplified by the mammoth festivals held there annually e.g. Carvanal in Salvador, Reveillion party on Rio’s Copacabana beach, Belem festival on the River Amazon etc. Even the logos created for the 2014 FIFA World Cup and 2016 Olympic Games look like brand extensions of the nation’s logo, which for me is a feat on its own. I like how they look different to each other and relevant to their own cause, but they can still be traced back to the same family with their aesthetic and emotional appeal.

Figure 2: 2014 FIFA World Cup Logo.

 Figure 3: 2016 Olympic games.

In my opinion Brazil is one of the most well branded countries in the world as their brand identity speaks of who they are and communicates what we have come to know about them. They are a colourful, fun, loving and happy people. I’d like to know what you think of Brazil’s branding and extension thereof. Is it checking all the branding boxes for you?

Reference:
http://www.google.com/think/articles/branding-brazil.html
http://www.lonelyplanet.com/brazil/travel-tips-and-articles/68292
http://www.logodesignlove.com/images/sports/world-cup-logo-2014.jpg
http://www.forbes.com/pictures/eglg45gdjd/risky-but-less-than-you-think-2/

Propaganda Branding

Brands have the ability to influence a person’s perception about themselves and the people around them. They do this by using repeated imagery/symbolism to make a point, one which the consumer is meant to accept on a conscious or subconscious level. Some brands, especially nation brands, create a following by exaggerating facts to the point where the receiver accepts them as the whole truth. In this case, more often than not, we refer to their tactics as propaganda branding.

Propaganda is set communication aimed at influencing the attitude of a community towards some cause or position by presenting one side of an argument favourable to the sender. It utilises various forms of media repeatedly to get its message across. Propaganda presents information to influence an audience. It is also used to further a religious, political or commercial agenda. For it to work there has to be a careful selection of facts, usually blown out of proportion to further an agenda. Propaganda works exceedingly well with visually engaging imagery and to prove this I have provided an example of one nation branding campaign which used propaganda to sway people into believing a certain ideology.


Figure 1 & 2: German Nazi propaganda posters

Hitler was a master of manipulation with his Nazi campaign. He was able to convince an educated German population that annihilating other cultures in and around Germany, which didn't fit his perfect blue eyes blonde hair mould, was the only way to go in building a bigger stronger Germany. How was he able to do this you may ask? By presenting the population with carefully tailored facts which furthered his cause in the form of books, pamphlets, posters, banners etc. He had the symbol (swastika), he had the phrase “final solution” and he had acquired different mediums in which to further his cause on a national scale.

You may be asking yourself, “Don't brands of today use the same vices to get their message across?” The answer is yes and no. Yes brands have a symbol, message and various media forms which they use to market themselves, but they don’t use guilt in their branding to elicit feelings compelling you to accept their argument, and that is where propaganda steps in. as you can see there is a silver lining between the two when defining them individually. So what do you think of propaganda branding, should nations utilize it in their branding strategies?

Reference: 
http://brandingmumbojumbo.com/is-propaganda-branding/
http://en.wikipedia.org/wiki/Propaganda
http://www.bytwerk.com/gpa/posters/dove.jpg

Australia's Tourism Branding Campaign

Nation branding is when a country consciously works on its image in order to elevate its reputation globally and unify its citizens. It refers to a country’s whole image including political, economic, social, environmental, historical, and cultural issues. In today’s post modern society countries are in constant competition with each other and one of the most prominent ways in which they compete is in the tourism sector.

     

In 2006 Australia released an advertising campaign titled “So where the bloody hell are you”. The campaign was an initiative by Tourism Australia created by the Sydney office of the London advertising agency M&C Saatchi, and it cost them a whooping $180 million dollars to produce. The Television advertisement featured some well known Australian landmarks, citizens of the country speaking boastfully about its many attractions and model Lara Bingle ending it off in a shot where she is stepping out of the ocean and enthusiastically asking “So where the bloody hell are you?”. The use of profanity in the catch phrase, although memorable and amusing, would prove to be the campaigns ultimate downfall. The word ‘bloody’ was the reason behind the commercial being banned by the Broadcasting Advertising Centre in the United Kingdom in March 2007. It was also banned by regulators in Canada because of the implication of “unbranded alcohol consumption”, by the commercials opening line “We've poured you a beer”.

Despite all the controversy surrounding it, The Age newspaper credited the campaign with a $1.8 billion increase in tourism spending in the country, but tourism figures compiled in late 2006 lay counter to this argument. Apparently German tourists were down 4.7% and UK tourists by 2.6%. Copy write plays a vital role in branding so much so that the Australians catch phrase for their campaign caused a reaction counter to one which they had anticipated. So what do you think, should the Australians have paid closer attention to linguistics or are people too sensitive?

Video link to the commercial

Reference:

http://en.wikipedia.org/wiki/So_where_the_bloody_hell_are_you%3F

http://www.thejournal.ie/tourism-campaigns-gone-wrong-629791-Oct2012/

I have recently come across a really cool blog which talks about branding and uses a cool concept of placing logos similar in form and concept next to each other to see whether or not they stand apart from one another, and how recognisable they are. Heres the link if you're interested.
http://ideasinspiringinnovation.wordpress.com/page/2/?blogsub=confirming

Rebranding a Company

Every now and then companies seek out the assistance of a graphic Designer with their brand image, to either elevate it or change it completely. When a company rebrands it is either because their brand is is failing to succeed or it is ready evolve in the business world and gain further recognition. Rebranding is a strategy undergone by a company to change its name, term, symbol or design thereof. The intention is to re-establish the brand in the minds of the consumer, Investors and competitors. These changes are aimed at dispelling any negative connotations which were previously associated with the brand. In rebranding a company is able to reposition itself and communicate effectively.

A company may also want to rebrand if it is entering into a new line of business that is not in line with its current brand identity e.g. Apple changing from being Apple Computers so simple being known as Apple. Relevancy is also a cause for change as the identity must reflect the company’s current positioning of itself. And sometimes competition can serve as a catalyst for change; a competitor’s image can render your company’s as old outdated. Rebranding may be the only way for a company to regain its foothold in the market. A shining example of this is Microsoft, a company which has undergone a gradual rebranding of its products between 2011 and 2012 following the release of the Windows Phone 7. It also changed its logo, services and website to adapt to the market and compete with frontrunners like Apple and Google in its sector. It is considered wise for a company to inform its customers of its rebranding so that they won’t be completely shocked when it does happen.

For a past school project I had the opportunity to pick a company I thought needed a new identity and rebrand it completely. The company I chose is Retrofontein, a street wear brand characterised by its use of bright bold patterns in its clothing designs. The company started in 2012 and is based in Johannesburg. The target market is 16 to 25 year old males and females living in urban areas attending high school and tertiary. The problem I found with the company is that its previous logo did not reflect its products and neither did the brand extension (of which there was very little). So I was tasked with the creation of a brand identity which would stand out amongst the competition and reflect their offering to the market. I came up with a logotype for them with a repetitive pattern in movement and then I abstracted an element from it to create a pattern for the brand extension. The new logo and brand extension I created for them reflects who they are what they do and it gives them a new competitive advantage.  So what do you think of the new brand identity?

Old logo.

New Logo.

Business card.

Letterhead

Flyer.

Poster/Magazine advert.

Billboard.

References:
http://aytm.com/blog/research-junction/rebranding-essentials-why-rebrand/
http://www.pencilscoop.com/2013/04/5-amazing-examples-of-successful-rebranding/
http://en.wikipedia.org/wiki/Rebranding

Personal Branding

The art of personal branding has seen a sharp rise within the last few years, partly because of the overwhelming popularity of social networks which have made branding more personal and within reach for a lot of people. Personal branding is defined as the act of people marketing themselves and their careers as brands. The theory of personal branding suggests that a person can market themselves as a package. The idea of personal branding was first introduced in the 1937 book Think and Grow Rich by Napoleon Hill.

For celebrities it involves applying one’s name or image to a product e.g. international footballer’s name Messi being applied to a branded pair of Adidas soccer boots sold worldwide and South African media personality Minenhle Dlamini  being the face of the new range of Motions’ line of hair products.

If you want to find clues as to what your personal brand might be just recall key words (humorous, well spoken, intelligent) that your fellow peers have used to describe you. How people perceive you can be the strongest indication of where your brand strength lies. Another point worth mention is for a brand to be distinguishable it has to possess a niche whereby it can stand alone, in other words it has to be authentic.

A commonly shared misconception amongst people, me included before I read up on the topic, is that personal branding is a self centred act when in fact it is about sharing yourself with an audience. You are basically attempting to fill a need your audience has. 

A personal brand is also faced with the task of having to prove it can deliver what it promised, which is why a personal brand should be aligned with your strengths. And last, but not least it is important for a personal brand to avoid negative behaviour, as seen with Oscar Pistorius after murder charges were brought against him sponsors and the public were quick to turn against him. His personal brand went from him being the man who proved anything is possible by competing in the Olympics even with his disability, to him being labelled a murderer and woman abuser. On the same day of the incident prominent sponsors such as Nike and Oakley, pulled out all campaigns featuring the athlete in fear of being associated with a murderer, guilty or not.  So the question I have to ask you is; Do you have a personal brand that you are pushing and what do you think of the idea of personal branding?

 Minenhle Dlamini for Motions

 Messi's Adidas soccer boot branding

 Oscar Pistorius Nike  brand campaign

Reference:

http://mashable.com/2009/02/05/personal-branding-101/

http://www.reliableplant.com/Read/13342/top-10-secrets-to-mastering-your-personal-br

http://en.wikipedia.org/wiki/Personal_branding

The importance of naming a brand correctly

The name of a brand is one of the foremost determinants of whether people will fall in love with it or hate it. A consumer can form an opinion about a brand just from hearing its name. So when naming a brand a company should pay close attention as to whether it will resonate with its target audience. Although there are no rules in particular to naming a brand, I found and summarised ten steps that one should consider following when naming a brand and they are as follows:

1.       Give the naming process priority; do not treat it as an afterthought: In the creative world the product or service offered by a company is often given much more attention than its naming and thus results in a last minute rush for a name. The naming should fall into the development part of the brand.

2.       The naming process is as strategic as it is creative: A great name does not come simply, as it is suppose to define the personality and position of the brand. Strong brands transcend the physical attributes of a company, products or services. They form emotional connections with consumers. A brand name should have enough flexibility to cater to an evolving market.

3.       Never underestimate the importance of a creative brief: A naming brief should be specific, highlight the elements of the strategy to be communicated and set clear understandable parameters on its construction. The brief should act as a lens through which you filter a suitable name for your organisation.

4.       Do not confuse differentiation with communication: Companies more often than not, use descriptive terms to name themselves in a bid to lessen the need to explain what their brand is all about. They often think that the more detailed the name is the more likely customers will understand it when in fact picking a simple name makes it easier to remember and allows them to associate a chosen meaning to it.

5.       Look into trademarks to avoid issues: There are approximately over thirteen million trademarks in the world and two hundred and fifty thousand words in the English dictionary. So chances are your name might end up not being yours alone. Therefore names should be pre-screened during the trademark process to illuminate ones that are off limits. Pre-screening saves you time and endless legal battles.

6.       Pay attention to global implications: Make sure that your name is not inappropriate to translates to something thereof in another language. Global Linguistics should be evaluated on a name after it has been shortlisted or chosen. The last thing any company wants is a name which translates as offensive to cultural group.

7.       Choose a name subjectively: Choose a name based on the criteria for success by having a strong brand strategy, clear role of the name and key attributes it should communicate. Research will help you tremendously in this department.

8.       Not everything requires a name: As an organisation grows so do its products and services, thus compelling the naming of each and every one of them. Too many names associated to a brand tend to confuse the customer and this can work against it. Not everything requires naming, just the right strategy to push it.

9.       Get rid of irrelevant names: Brands evolve over time due to changes in the market and customer demand. The current name may not be able to carry the company to the next level of its restructuring. Therefore a company should consider renaming its brand/s in a manner which is not abrupt but gradual.

10.   Do not end the verbal identity process at a name: A brand is more than just the name given to it. The name forms one part a of brand’s verbal identity, Brands should speak to their audiences in a language which has an appropriate tone for a positive response. This determines whether or not they will manage to draw up an emotional connection with their audiences.

The naming process is just as important, if not more, as any other when coming up with or restructuring a brand. The name can be what sell or kills the brand. Brands that do succeed and continue to do so know the importance of a name and paid close attention to it. So the next time you fall in love with a brand name, think of how much thought process went into making it appeal to you.

References: 

http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands-from-ipad-to-ice-cream/238820/

http://www.interbrand.com/en/knowledge/papers-and-articles/10-Most-Common-Naming-Mistakes.aspx

Brand Campaigns

Branding has become something a company cannot do without when wanting to sell its products and services to the masses. A brand has to speak to a person’s senses and influence them to buy into the brand. In order to make a brand work a company has to define its values, the image its wants to portray and the action it wants people to take after coming into contact with it. One of many mechanisms used to measure the success of a campaign is called ‘brand recall’ this is measured by whether a consumer can remember the name of a brand, company or product as part of a particular class. And because consumers have a lot on their minds on a daily basis, brands have to work hard at occupying the limited space available in the consumers mind in order to reinforce their message.

Now a short lived branding campaign has to work even harder at this as it has a limited time in which to implement itself in the consumers mind. On the positive side short campaigns increase urgency for the retailer to sell the product and the consumer to buy it as soon as possible. I had the pleasure of producing a short branding campaign for a school project in the form of Women Writers 2013. For this project I had to pick a female author and create a brand campaign around them, three of their books and a book launch which would happen on the 9^th of August on Women’s Day.

The Author that I chose is Toni Morrison (born Chloe Ardelia Wofford, February 18, 1931). She is a world renowned American novelist, editor, and professor. Her novels are famed for having richly detailed characters which take the reader on an emotional rollercoaster ride. She has a string of awards under her belt including a Presidential Medal of Freedom and a Nobel Prize. The three novels that I went with for my book trilogy are:

1.       The Bluest Eye: Written in 1970 this was Toni’s first novel, written while she was still teaching at Howard University. The story revolves around a little girl named Picola who because of being mocked everyday by other kids for her dark skin, constantly prays for beauty, blonde hair and blue eyes.

2.       Song of Solomon: The story revolves around Macon Dead Jr. nicknamed “Milkman”. The story follows his compelling journey from being an arrogant boy to a compassionate man.

3.       Tar Baby: This story revolves around Jadine Childs, a black fashion model with a white patron. She falls deeply in love with a black fugitive named Son. The Story chronicles the forbidden love between the two in a racial setting.

The logo that I created for the event was inspired by a pen and the form of a figure meditating, which is something one has to do in order to reach a calm place in order to write. I then abstracted the two and fused them into one. I extended the logo by making it form dandelion seeds which are blown into the air by the wind. Dandelion seeds being blown into the air evoke emotions of lightness, happiness and tranquillity. I decided to shoot all my book covers and theme them around figures standing in the sunset. Here are a few pieces from the campaign:

Logo

 Poster

Bookmark

The Bluest Eye

Song of Solomon

Tar Baby

Promotional bag

Notebook

Web Advert

 3D book reading environment

The campaign taught me that for a brand to work all of the different marketing tools used have to communicate the same visual message, they can have variety but essentially they must look like a family well spread out.

References:

https://www.promoboxx.com/blog/2013/08/long-or-short-campaigns-which-is-right-for-your-brand/

http://ivarsmore.wordpress.com/2013/07/03/how-branding-campaigns-work-for-brand-recall/

http://en.wikipedia.org/wiki/Toni_Morrison

Emotional Branding

I work at a retail shop on weekends, so I am exposed to the selling and marketing of brands on a regular basis, you might even say I am a part of the brand marketing machine. I work in the sports section of the shop where I witness and assist an abundance of customers come in looking for a specific shoe from a specific brand. When they don’t find what they are looking for it is either they walks away with their spirits down or, every salesperson’s nightmare, throw a ridiculous tantrum and demand that you find what they are looking for. And when their mind is set, requesting that they chose something similar from another brand only further induces their tantrum.

Why does this happen you may ask, well it is because these people and  many other have fallen prey to a skilful little vice that brands use, it is referred to as ‘emotional  branding’.  This is when a brand appeals to a consumer’s emotional state, needs and desires. It is a term used mostly within Marketing Communication. Emotional branding triggers an emotional response in the consumer, a desire and longing for the product which they cannot fully understand or explain.  The consumer even goes as far as developing an attachment, bond and feeling of love towards the brand.

The origin of branding lies within the symbols that brands use. These symbols are created by graphic designers to hold a particular meaning and thus connect with the consumer’s emotions and beliefs about themselves. The idea of associating a brand to a lifestyle was first used by Thomas J. Barrett [1]in the 1900’s when he used advertising to associate high culture and quality to brand Pears Soap[2]. The successful marketing of this product using emotional manipulation saw other brands take note and follow suit.

Emotional branding is meant to create an undeniable bond between the product and the consumer. It embeds a subconscious need for the consumer to acquire the product in order to feel content, this why brands now strive to have a personal relationship with their consumers. This is where brand personality comes into play, when a brand has a personality it assumes human traits in order to achieve differentiation.

So in terms of those customers I encounter on a weekly basis asking them to consider another brand over their preferred one is like asking them to drop a long time companion. I myself am guilty of falling prey to emotional branding and developing a strong preference for certain brands because of the image which they portray.

Reference:

http://www.managementstudyguide.com/brand-personality.htm

http://en.wikipedia.org/wiki/Emotional_branding

http://en.wikipedia.org/wiki/Thomas_J._Barratt

http://en.wikipedia.org/wiki/Pears_Soap

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[1] He was a pioneer of brand marketing and was the chairman of soap manufacturer A&F Pears.

[2] Pears Soap is a brand of soap first produced and sold in 1789 by Andrew Pierce.

kulula’s controversial rebranding

Figure 1: kulula airline


Figure 2: South African Airways airline

To recap on past branding events you might have missed, in March 0f 2013 kulula revealed their new branding strategy. This branding was primarily focused on rebranding their line of fleets with the slogan ‘The Most South African Airways’. Now if you happen to ignore the first two words in the phrase you might notice the distinct resemblance it bears to the brand name of another well known airline. At the official press conference Nadine Damen, kulula’s Marketing Manager spoke of how proud they were of the slogan and hoped it would be received well by their target audience. It goes without mention that the company being copied, South African Airways was pretty peeved about the move.

Now since its inception in 2001 khulula prides itself in being the only privately owned airline in the country, now South African Airways on the other hand was founded in 1934 after the South African Government acquired Union Airways. South African Airways has higher brand recognition because of how long it has been with the country. The re-branding proposed by kulula boasted the phrase “The Most South African Airways” written on the side of the planes in a font suspiciously similar to  the one used by South African Airways to brand their planes. To put the last nail in the coffin the back tail of their planes utilised the South African flag in graphic representation similar to the South African Airways logo.

A few days after the unveiling of the “new” branding strategy kulula held yet another awkward press conference promising to review their proposed branding. This came after a number of people voiced their concerns over the company’s proposed rebranding of their fleet and South African Airways having lodged a complaint with The Advertising Standards Authority.

This was not a wise move for kulula as they went through all that trouble to be labelled as copycats at the end of the day. One out of plain curiosity is compelled to try and decipher why they would go through so much trouble to rebrand themselves in a way which would make them  similar to their biggest competitor. The last time I checked company’s re/branded in order to stand apart from their competitors. This little stunt they pulled is akin to Nandos advertising, its hilarious.

Reference: 

http://www.news24.com/Travel/Flights/kulula-launches-controversial-rebranding-20130306

http://wallstreet.platinumdeplus.com/south-african-airways-against-kulula/

http://www.flightsforafrica.co.uk/blog/wp-content/uploads/2012/11/9.jpg

http://en.wikipedia.org/wiki/South_African_Airways