Posted August 13, 2013 by Bev Barker | 0 Comments
Last week Potomac TechWire reported: "Following a year of major acquisitions and a new CEO, Yahoo kicked off a rebranding effort that will unveil 30 new variations of its logo over 30 days. Chief Marketing Officer Kathy Savitt wrote, "Over the past year, there's been a renewed sense of purpose and progress at Yahoo, and we want everything we do to reflect this spirit of innovation. While the company is rapidly evolving, our logo - the essense of our brand - should, too."
I'm not "into" Yahoo, but what caught my eye was "30 Days of Change." Doesn't that sound like "change for change's sake?" Why not ask Yahoo fans to pitch in and comment, or "like," or vote, or submit their own logo entries? In today's user-generated world of content, that would seem more engaging and generate a lot more buzz. Today I went to Yahoo's "30 Days of Change" and watched the video of dozens of tweaks to the logo. Then I scrolled down to see the first seven logos so far. What's the big deal?
Real fans may be ticked off that the iconic Yahoo "bang" (exclamation point) on the home page logo has the sound disabled. So when you click on the exclamation point, you don't hear that fun little Yahoo "yodel." (You have to go to Canada to hear it.)
Posted July 30, 2013 by Bev Barker | 0 Comments
On Sunday, Publicis CEO Maurice Levi, 71, and Omnicom CEO John Wren, 60, announced the merger to create the world's largest advertising company with $23 billion in revenue. They will serve as co-chairs of Publicis Omnicom Group.
But Bloomberg reports, "Over the past decade, ad companies had to rethink how they do business and acquire skills to address the Internet and mobile platforms. They are up against cash-rich and technology-savvy companies like Google and Facebook - experts at crunching huge amounts of data to serve tailored ads to niche consumers."
"It's a deal that makes two people happy and 130,000 (employees) and a whole bunch of clients destablized and concerned," said David Jones, CEO of rival Havas. "Clients today want us to be faster, more agile, more nimble and more entrepreneurial not bigger and more bureaucratic and more complex." (Full story at "Publicis to Combine with Omnicom...")
Agreed. As "Haw" would say in "Who Moved My Cheese?" - "Read The Handwriting On The Wall" - "Change Happens - Be Ready - Enjoy It Again And Again." Today, technology and consumers themselves have "moved the cheese."
Posted July 16, 2013 by Bev Barker | 25 Comments
My friend Polly told me she saw the Top 10 U.S. brand rankings on The Today Show. There was an interview with Donny Deutsch. I remembered that name from Madison Avenue and did a Google search to find a link to the video. It's on the DeutschInc Facebook page - how social! (Pardon the commercial.)
His main observation about the top 10 brands: "They're all self-empowered brands - where the consumer has control." I thought you'd find his observations right on "target" (pardon yet another brand). Here's the official listing from BrandIndex Mid-Year Review. Wonder how that will change in the second half of 2013? Stay tuned.
Posted July 03, 2013 by Bev Barker
At the annual Cannes Lions (International) Creativity Awards Festival last month, Ogilvy Brazil had won 28 Lions by Wednesday. Being an Ogilvy alumnae, I searched for more news. What caught my eye was a video featuring Ogilvy Chairman Emeritus Shelly Lazarus who joined Ogilvy as one of the first women advertising executives (vs. creatives) back in the day. She tells her story in "Pioneering Advertising Executive." (See link below. Pardon the commercial interruption.)
Looking back, Lazarus points out, "If you wanted to enter the commercial world and you were a woman, you had to type. I must have looked so crestfallen at some interview when some recruiter was telling me this - that she said, 'You know, I bet if you got an MBA, they couldn't make you type.'"
Personally, I had a different experience. My mother knew how to type. I'm glad (now more than ever) that she encouraged me to take a summer class in typing. That's how I first got into advertising as a "gal Friday" and then graduated to become an advertising copywriter. (Think of stories portrayed in AMC's "Mad Men.")
I worked with Lazarus once - on the American Express account. O&M's tagline for the brand was "The American Express Card. Don't leave home without it." My assignment was to come up with a tagline for a TV commercial in a test market in Columbus, Ohio, promoting the first alternative long distance service. I started typing ideas and came up with "The American Express Card. Don't call long distance without it." Typing has its great moments to remember.
Posted June 13, 2013 by Bev Barker | 1 Comments
My friend Barbara sent me an email with a link to this story about logos on a website called Grandparents. "Learn the intriguing stories and decode the secrets behind these popular brand logos."
"Hidden Messages" struck me as odd. Because if the message relates to/tells about the brand, why is it "hidden?" So I took the little quiz and was surprised. I think you'll be, too. First example: Amazon. "If the Amazon yellow swoosh almost seems like it's smiling right at you, you're right on target. The Amazon smile is meant to reflect the face of customer satisfaction. But it also has another meaning: Amazon has everything from a-to-z. Get it?" No, I didn't get it. It's hidden. If it's hidden, it's not delivering the brand message. That would be like writing an invisible tagline!
Out of 10 logos, I only recognized three "hidden messages" that aren't really hidden. See how you you do and let us know.