Tag Archives: brand

Color in the Ad

A lot can be said about a good brand. A brand is instantly recognized, assures customers of product quality, and solidifies customer loyalty. Some brands are founded on logos, others on catchphrases, and still others on mascots. All of these brands have their own colors that are immediately recognizable and are often the first connection a consumer makes to the brand. But what happens when your brand is color? Does it get harder when the product you’re trying to sell uses color for its marketing concept? Doesn’t look like it for these three companies:

Kool-Aid

Image from Adweek.com

Kool-Aid is that sugary drink that you definitely had as a kid (and may still enjoy from time to time now). Why do I know you drank it as a kid? Because you were its target demographic, and the company got you to drink its product by selling you something very specific. Adweek posted an article last month showing the history of Kool-Aid’s advertisements, and they all have one thing in common: they never seem to mention taste but always highlight how colorful and happy the drinks are. This is ingenious, because who wouldn’t want a tall glass of the deepest royal purple or of the brightest summer-grass green? You know your twelve-year-old self certainly did.

Skittles

Have you seen Skittles ads? They don’t want you to just “Taste the Rainbow.” They want to make sure you know they are the rainbow. Skittles has been putting all its effort into marketing to the social generation, because they are the new youth. This recent campaign uses clever text describing the experience of eating Skittles along with bright, colorful, and captivating imagery. Skittles ads are always image-heavy, with a rainbow motif mixed in. And more likely than not, you think of Skittles every time you see a rainbow.

Apple

All right, I admit that Apple’s brand isn’t based solely on color. But every product normally gets a color campaign at some point. Remember the iMacs? Those candy-shaded desktops were made to be customizable to you, in whatever color fit your personality. Later on, the iPod’s iconic silhouette commercials featured Technicolor dance parties. Even though the iPod was made for everyone, it was going to bring you joy and happiness so you could be like the silhouette. Now, the latest ad from Apple (above) presents the new iPod and iPod nano.  Although thinner, smaller, and with more capabilities than before, the key feature here is color. Bouncing all around, the iPods come in a wide range of colors, so pick the one that helps you express yourself. Brilliant.

You can go into color psychology, brand recognition, or any number of reasons why color is important to ad campaigns, but at the end of the day, the bright, shiny colors are attractive and you want it. Color is just as much a selling point as device capabilities or the taste of food (and might even overshadow more important features). So experiment with color, and sell it as a commodity. It’s one of the most valuable ones you have.

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How Can a Brand Live Longer?

A brand exists in the minds of others as a collection of impressions, relations, and loyalty. There are three variables that affect a brand within a consumer’s mind: duration, passion, and positive/negative energy. A brand should be able to control these variables and therefore control its lifespan.

How can you guarantee brand longevity? You should understand the demographic you’re targeting, appeal to that demographic, and always work to uphold your company’s reputation. You want your customers to trust you as well as remember you (advertising, marketing, word of mouth). Last but not least, keep your customers on their toes––give them something new to look forward to. As media evolve over time, brands should, too.

Coca-Cola, Tiffany, Coach, Chanel, Holiday Inn, Campbell’s Soup, McDonald’s––these are all brands with longevity. I believe one of the main factors in ensuring lasting brand success is an internal drive to change and adapt. It’s all about human needs. If you give what people want, they will like you, want you, and remember you. Apple has been doing this since 1976. It has evolved, gotten better with each product, and given people what they want as well as what they didn’t know they want.

Weaker brands and brand managers will fade away unless changes are considered and made. What is a long-lasting brand that stands out in your mind?

Author: Marina Kaljaj

Creating a Public Persona of My Personality for Personal Branding Purposes

I started my second personal blog the other day. I won’t shamelessly promote it here, but my friends have been inundated with requests for support. I received an interesting response from my good buddy Joe. After reading a few posts he wrote to me, “Impressed how easily you put yourself out there to the masses. I find it easy to present a character for audiences, but feel less comfortable broadcasting myself. Brave.”

Although brief, I was taken aback by his commentary. Was I really wearing my heart and soul on the sleeve of this blog? Was I laying it all out there for the world to see? Surely I wouldn’t be so stupid as to be one of those people who just say whatever comes to their minds, right? You know the type. The blogger who thinks the world gives a damn about the mundanity of his or her life: “Today I bought shoes and already I have blisters. Wait, hold on a second, need some water. Okay, I’m back. Anyway.” Or someone who shares inappropriate confessions, driven by insecurities and the need for drama: “My boyfriend isn’t romantic and often looks around the room when we kiss.”

Is this who I’ve become but in a less exaggerated sort of way? The answer, I’ve come to discover, is maybe. If some of the things I write about come from a place of truth, then maybe I really am broadcasting myself to the world. The thing is, it doesn’t feel like that. For years now I’ve considered these public displays of personality to be fiction.

I’m talking about personal branding. I’m talking about the line, which has become incredibly blurred, between who we are and who we pretend or act like when we participate online, particularly in social media. When I think about the message I put out there for the world to view, I wonder if it’s really me. And again, the answer is maybe.

Personal branding is not a new topic. In fact, it’s become our way of life. Today, people can obtain or lose jobs based simply on the way they brand themselves online. What I wonder is, are we even aware we’re doing it anymore?

I’m reminded of my Facebook page from 2005 (Ah, the gloriously elitist days when you needed a .edu to get in). The page allowed you to fill in fields about your personality: favorite songs, books, movies, etc. They still exist today, but they’re certainly not as exposed and important as they were back then. I remember all the clever things I’d post: Favorite artist—post-mortem Tupac; Favorite activity—avoiding death; Interests—onesies; Favorite quote—“Sometimes I question your dedication to Sparkle Motion.”

It became a persona—a way for me to make fun while having fun. It was also the loss of my creating-a-personal-brand virginity (and just as experimental). It was me choosing to show the world, “Hey, I want you to think I’m funny!” And this has carried on for years. We all do it. Every time we post a Facebook status update or send out a tweet, we’re communicating something about ourselves. We’re making a choice, cognizant or not, about who we are or who we want people to think we are.

Larry Kimmel of the Direct Marketing Association recently said to our company, “Kids today begin branding themselves at the age of 16.” In fact, he’s right. The millennials today learn very early on how to portray themselves in social media. I think it’s going to become harder and harder for future generations to recognize the difference between this online community and the community of our neighbors.

Thanks to my pal Joe’s insightful observation, it made me realize that maybe we’ve all gotten a little too comfortable with our pen names. We ought to step back and think about the content we’re putting out there for the world to see. Whether it’s for privacy concerns or some other reason, unintended vulnerabilities could come back to hurt us. And if I get hurt, you may end up reading about it in my blog.

Author: Eric Swenson

How to reinvent your brand?

The challenges of the past few years have influenced many brands to make changes themselves. Smart move, as avoiding the much-needed change because of fear or laziness, could add to brands’ disaster.

Of course, change is always a risk; but aren’t many other things we go through in our lives also considered a risk? Moving to another city, choosing a career, finding a partner…rebranding falls just about in the same category.

If you really want to change your brand, make sure that you have a concept and strategy behind it, not to mention a reason, which could fall under:

  • Your values have changed.
  • You have a crisis.
  • You are the leader but you look like the underdog.
  • You’re looking old, not classic.

There are few steps a company should follow when considering re-branding:

  • Ban “design by committee.”
  • Do smart research.
  • Test new designs against new positioning.
  • Make sure that your product is good.
  • Anticipate roadblocks that can derail the process and deal with them ahead of time.
  • Measure success by measuring brand relevance and sales.

For more detailed explanation refer to the link below.

http://adage.com/cmostrategy/article?article_id=148760

Author: Marina Kaljaj