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branding

What are brands to you?

November 4, 2011 by krisis

Let’s conduct an experiment. There are no right or wrong answers.

Below are five consumer brand logos, and I want you to just shout out the first word that comes to mind other than the name of the brand.

(Don’t worry if other people are around, they certainly won’t think you are weird.)

(Well, I guess that depends on what you shout.)

Ready?

Got your words? Don’t forget them.

This is a common exercise to run with focus groups, or in training around brand identities.

The last few times I’ve done it, the majority of people have responded to each consumer logo with a noun. It might be the brand’s most prominent product, sphere of influence, or figurehead. McDonald’s gets “fries, burgers, fast food, toys, grease.” Apple gets “iPhone” but also “music” and “Steve Jobs”.

Still remember your words? Say them again. How many are nouns?

Not all brands get nouns every time. Brands spend significant time aligning itself with a particular adjective or phrase. In my session this week, the word cloud for Mercedes was almost entirely “luxury” or synonyms. No one has said “cars.”

(Also, brands in a crisis will get the word associated with their crisis, even if it’s not brand relevant. Right now Johnson and Johnson’s logo might elicit “cancer;” banks logos might get “occupy” or “1%.”)

Say your words again. How many of your words weren’t nouns?

I have discovered that I never, ever respond with nouns. It’s not like I’m trying to be contrary. Nouns never pop into my head. My words for the logos above were: healthy, unavoidable, wasteful, killer, and cohesive. In effect, my associations with brands are about perception, not products or people.

I suspect some crowds are more predisposed to give perception answers over the product answers. I’m sure there are studies to explain it.

For the moment, I’m only interested in you. What were your words?

Before you leave a comment, I have one final brand for you to shout out a word for:

.

Filed Under: branding, Year 12

Advertising is about people @ #140conf: Day 1, Pt. 11

April 20, 2010 by krisis

As a combination, these two talks packed the biggest business-oriented punch of the entire day – some of the truly transformational ideas and new information.

See below for summaries of:
– Why Madison Avenue Should Love Social Media, from Hank Wasiak
– The Real Time Web and Brands, moderated by Kaitlyn Wilkins, VP of Ogilvy

[Read more…] about Advertising is about people @ #140conf: Day 1, Pt. 11

Filed Under: 140conf, branding

The Church of Gaga

February 24, 2010 by krisis

Communications blog Church of the Customer highlights the five ways Lady Gaga inspires fan loyalty, and they are spot-on.

No matter your sentiment on her music, Gaga’s outreach to fans has been nearly flawless from day one. Note that none of the five points involve buying or selling anything. What makes Gaga’s brand so powerful is she gives away a package of inclusiveness and mythology (not so dissimilar from Tori Amos’s strong success in the 90’s).

You’ve somehow been spared my intense Gaga addiction for the majority of the past year. Suffice to say, I am fully subscribed to her.

Filed Under: branding, linkylove Tagged With: Lady Gaga

The Gospel of Network Agnosticism

May 26, 2009 by krisis

Being “Network Agnostic” is a practice I’ve been preaching over the past few months as my business and personal lives converge on social networking.

It’s a simple concept: don’t let the technology dictate your content, and make sure your content adapts across multiple technologies.

While the concept is simple, the ensuing conversation is huge. How worried should an individual be about the permanence of their social network content? How responsible is a marketer to keep their business connected with users across a host of different networks?

Here are a few thoughts on the matter. [Read more…] about The Gospel of Network Agnosticism

Filed Under: branding, critique, essays, Twitter, Year 09

Debbie Millman

December 6, 2006 by krisis

Early on in NaBloPoMo I picked up Debbie Millman’s fascinating blog as a read, but i didn’t realize who she was. Debbie hosts a Voice America Business show called Design Matters, where this season she plans to talk to an utterly stunning list of communicators such as journalist and personal hero Malcolm Gladwell (on her 1/5/7 debut), NYT Mag Creative Director Janet Froelich, and authors Dave Eggers and Ze Frank. And, those are just the names i recognized instantly.

In her bio, Debbie is identified as “Managing Partner and President of the Design division at Sterling Group, one of the country’s leading brand identity firms.” With tongue hardly in cheek, a few days ago she examined the brand of Kate Moss.

Debbie has my dream job, and gets to talk to some of the most forward thinking people in the world in her side job as an internet broadcaster. Essentially, she is living my ideal life. I am in somewhat of a state of shock just thinking about it.

Filed Under: branding, linkylove

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