by Editor | Sep 4, 2015 | branding, marketing, op-ed, strategy
A well-known company has only to change its logo in order to activate a flood of tired journalistic tropes.
First off is the “How much??” story, in which non-designers say the cost was ridiculous. “I’d have done it for a tenner,” says a man with Photoshop on his computer.
Then there are the hatchet jobs. Some are delivered by paid hacks whose editors have given them a hating brief and some are delivered by injured professional parties who insist they would have done a better job had they had landed the contract. I’m not sure which of these is worse. (more…)
by Editor | May 16, 2015 | branding, op-ed, strategy
Know the value of your assets.
I was reading this article on TechCrunch about the New York Times making a deal to allow Facebook to “host” its “content” for free. And I had multiple problems.
The writer (Tom Goodwin, no less) asks:
“So does the New York times [sic] see this as free content marketing to gain subscribers, or as incremental advertising revenue? Only time will, and maybe they don’t even know?”
Once you’ve parsed that into English it seems very clear the NYT doesn’t have a clue. If it did, it would not be giving away its prize assets and brand equity to someone else. (more…)
by Editor | Mar 4, 2015 | analysis, branding, marketing
When people search Google for the kind of products or services you offer, what’s the very first thing they find? If it isn’t you, you need to read on.
A consumer’s decision to buy is increasingly being made by gathering intelligence online — before the buyer ever gets to see your product in store or meets your sales agent. And this is not just confined to consumer goods. It’s the same across all sectors, including B2B services. Here’s how it breaks down. (more…)
by Editor | Sep 20, 2011 | analysis, branding
Brand news: A rights battle is raging over the British wartime slogan “keep calm and carry on”, the FT reports. Mark Coop, owner of Keep Calm & Carry On Ltd, has been selling items bearing the slogan since 2007 and acquired the EU trademark in April. However, he is not the only person selling such items. Among the others are independent traders on Ebay, who have now found their products delisted. Intellectual proerty adviser Trade Mark Direct has applied to have Coop’s rights cancelled. Trade Mark Direct argues that the phrase, which was created by the British government in 1939, was already in common usage before Coop attempted to corner the market.
Comment: (more…)
