You can probably name a luxury brand. Tiffany comes to mind. Or an active brand, such as Nike or Patagonia. Or a traditional brand, such as General Motors. There are brands that own product names, such as Scotch (brand) tape or Band Aid bandages.
Have you noticed all the new logos recently? Logos are definitely evolving. They are getting less intricate, using very easy to read fonts, and any imagery or design is much simpler than earlier versions of the same logo.
Logo redesign isn’t new. Just about every organization revitalizes their logo every so often. But why – suddenly – are so many logos getting a make-over?
The answer is simple. Smaller screens.
The hottest newest brand or brands attract a lot of consumer and media attention. When they’re hot. But whatever is hot today is rarely still hot next quarter.
Updates, fads and trends are coming faster and more frequently.
That’s why former hot brands like Dell soon get crushed by Microsoft. And Microsoft gets toppled by Apple. And Blackberry moves out of favor as iPod comes on the scene, and so on.
At FocalPoint, we think there is a lesson in all of this for the rest of us. As soon as a hot brand becomes exceptional, it’s hard to grow, move ahead and make changes. Why? Because the ‘wow’ is working too well for you at that moment, and it’s hard not to drink your brand Kool-Aid.
We think brand evolution and flexibility are the best responses to the ever-changing, fast-paced competitive marketplace. So we work with our clients to continually improve our client’s brand. Even when it’s hot. This is particularly true in today market. I just came from a speaking event where the subject was in part how the product lifecycle has changes and you really do need to be reinventing your product or service while it is still a hot commodity.
We want to be sure our clients’ positioning re-earns attention and re-connects in new ways so it stays in line with what’s important to their customers.
We make it a point not to drink any brand’s Kool-Aid here.
You’ve got less than 5 seconds to pique someone’s interest enough to click on your link.
The first few sentences of any presentation determine whether your idea gets heard.
Studies show that each of us has to connect on some level with any new idea or product at least three times before we are willing to give it a chance with our pocketbook.
How does the information above square with your marketing campaign?
Here are basic questions to ask before you launch any new marketing campaign:
You can’t blame your prospects for ignoring you. You’ve got to know the game and cut to the chase differently, faster, and most importantly, memorably.
Stand apart from the crowd in a way that is memorable. And timely. Then you will be heard above the fray.
Do you want your marketing to fit in with everyone else’s? You want to stand out. Get noticed.
We thought so.
At FocalPoint, we know it takes real work to become a stand out. It takes questioning basic assumptions and trying a few crazy new ideas to create something different. Something of value.
If you have a vision that’s different from the norm and a passion that pushes you to move forward with it, here at FocalPoint, we consider that a gift.
We like to work with the movers and the shakers in the business and tech world. We enjoy working with folks that aren’t looking for different just to be different. Like us, they are looking for different to be better.
If that sounds like you, let’s shake a few things up together.
Attention to detail is big for us at FocalPoint.
We believe in getting things right. The first time.
And – what we seek to get right that first time matters more than just about anything else. Like what’s really important.
FocalPoint creates marketing strategy with an end point in mind. The tag line won’t simply be ‘catchy.’ It will support that business plan you lost sleep over.
We understand that there will be endless details to get right before you launch your web site and your social media plan. That’s the ground point where we work best together. Before you have something that you’re truly proud of. That’s an ideal place for us to be. So together we can create, double check, test, and launch with more than just a hunch.
We want to get things launched right— right alongside you and your team. Greeting success together after hard work ironing out what’s most important.
The answer is quite a lot.
Your competitor is not your enemy. He’s an educational opportunity just waiting to broaden your horizons.
Chances are great that your competitors do all kinds of things you can learn from. If your competitor frequently hires staff out from under you, for example, find out why. What benefits do they offer that you don’t? Ditto for the people that you’ve tried to hire away from them. Ask why they chose to stay, even if you offered them more.
Ask yourself:
It’s always a good idea to pay attention to your competition in an open minded way. It’s easy to get in a rut with insider thinking. Looking at the way your competition does things can unlock new ways of thinking and open doors to biases you didn’t even know you had.
More than a few famous poets, authors and songwriters have waxed poetic about the point along the road where one has to decide which direction to take.
At FocalPoint, we think the key to making the best decision about the road less travelled, the road not taken, or the fork in the road is NOT the crucial part of your journey. We think that first you have to SEE the fork, and recognize it for what it is.
That’s a huge thing in marketing and communications strategy. Many, many organizations misstep by failing to see that there is a critical decision to be made at a particular juncture — and do not understand the importance of the fork in the road.
How does one develop the insight to take the right path? At FocalPoint we set out these reminders for ourselves:
Recognizing the significant, life-altering twists in your company’s path is difficult. It helps having a company by your side to help you anticipate change.
Together, we can decide which new direction to take to forge ahead.
Less is most definitely more these days.
Short attention spans are in evidence everywhere.
To stay connected to your audience, you’ve got to be brief. Your points crisp and concise.
This applies to meetings, presentations, advertising, emails, Tweets, web sites, and memos.
Short is not only the new black, it’s the only way to be heard over instant communication.
How many Super Bowl commercials can you remember, a couple of weeks or so out from the game? And of those you do remember, how many do you also remember the brand?
Chances are good, not many.
I can’t tell you how many conversations I’ve had with folks over the years about an ad they “loved,” but couldn’t remember the name of the product.
And then, there are the generic brands. They don’t advertise because they aren’t going for brand recognition. Generic products like black and white cans labeled “Cat food,” or “Dish soap,” don’t want brand recognition. They are just filling a product need with direct, brutally obvious, hyper clear messaging.
And that labeling is certainly marketing, too. And it works for stuff where we don’t care about quality; we are just filling a need as cheaply as possible.
But for the majority of brands, making a connection with potential users of the product is what is at stake. We want that connection to last. Like the Doritos Super Bowl commercials, for example. You not only remember that the chips are Doritos’ brand, but you also remember the commercial’s payoff – humor. In fact, Doritos brand was the one most often mentioned when folks were asked which commercials they remembered a week after the Super Bowl.
What other brands do you recall immediately when you think of a product? Hoover, Kentucky Fried Chicken, The Beatles, Apple computers… all of these products have name recognition because of marketing tying brand to product.
But how to get there — especially when you don’t have the corporate budget of Apple computers? The best idea is not to do it in house. A group of untrained folks searching for a word or phrase tends to push toward obvious or generic way of thinking about a product. And generic advertising doesn’t stick. Instead, you need a hook, something memorable to link your product and brand to your customer’s need.
That’s where we come in. Folks experienced in marketing, who will see your product from a different perspective, and explore how to set your brand apart. Maybe with humor, maybe with elegance. Perhaps with music or a tag line that sticks.
So if you’re exploring new ways to get your brand to stick like a Doritos ad, we would be delighted to share some of our interesting branding work. Give us a call. We’ll provide the chips.