brandXpress blog

 
I mentioned here the much discussed Pepsi Rebranding.
Fast Company revealed a leaked pdf that outlines the thinking behind the controversial new Pepsi logo.
If with this the designer team is trying to get excuses for their results and 5 months of working or the million dollar invoice, then they should listen to what everybody comment on [...]

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It’s not the firs nor the last of big brands that seems to think that their slumping sales will recover by slight changes in their branding. I’m not sure that this is the right answer or just an effort in the wrong direction at not the right time. The new logo is Pepsi’s 11th in its 110-year history. Five logos have been introduced in the past 21 years, with the last update in 2002.

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Apple Computers who dropped computer from its name. The move is rather normal considering that iPod or iTunes are two of the main products of Apple Inc. and was announced in the same time with the buzzy launching of iPhone. Now, getting to this, cannot help myself not to admire the Apple capacity to create a buzz in the media, no matter that we’re talking about the internet of the classic mass media. The phone they launched is, I admit, a work of art and has a lot of great features but I wouldn’t hurry to name it neither a Blackberry killer, a computer or a smart phone. It’s more like a beautifully designed, big brand sustained swiss knife of mobiles.

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Continuing the engagement of the employees in internal branding, October issue of HRMagazin is running an extensive material on internal branding and its importance for the success of any re-branding efforts .

As the people who deliver the brand promise are employees, making sure they understand and can deliver the brand to customers is vital—especially for companies within the service industry, where the relationship between employees and customers essentially is the product the company sells.

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Following the earlier this year Visa re-branding, Mastercard unveiled yesterday new corporate name and brand identity.
Formerly known Mastercard International has a new corporate name, MasterCard Worldwide. The company is also unveiling a new corporate signature and adopting a new corporate tagline, The Heart of Commerce, to reflect the company’s globally integrated structure and its [...]

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Every brand needs refreshing to stay relevant as markets evolve. Smaller companies and non-profits are not immune. Like larger brands, they too have brand positions that need to be enhanced. Define your brand or be defined.
Smart marketers evolve their brands over time to keep them relevant. Some do it well, while others become the target [...]

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From Fortune 500 companies to government agencies, branding can be poorly executed and frightfully expensive.
[Re]-branding doesn’t mean recycling with new slogans and logos, it means a comprehensive do over. And establishing a brand is only the beginning, as advertising, marketing and public relations follow with even bigger budgets to extend the brand and infuse it [...]

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Visa today unveiled its first new branding direction in 20 years, according to Suzanne Lyons, its executive vice president and chief marketing officer.
The tagline, ending the decades-long reign of “It’s everywhere you want to be,” is “Life takes Visa,” Lyons said. Although the tagline was used in the last couple of years in English-language communications [...]

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Interesting article of Al Ries author of Positioning: The Battle for Your Mind and The 22 Immutable Laws of Branding on AdAge.com website (registration required).
Starting from recently over-buzzed Atlanta re-branding, Ries is making a extremly good and sustained point about the need and the opportunity of rebranding, changing logos and slogans, or becoming “too creative” [...]

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Rebranding, is the process by which a product or service developed with one brand or company or product line affiliation is marketed or distributed with a different identity. This may involve radical changes to the brand’s logo, brand name, image, marketing strategy, and advertising themes. On the other hand, it might involve merely superficial changes. [...]

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