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Starbucks’ Tweetable Coffee Program is a Lesson in Real-Time Marketing

Starbucks’ Tweetable Coffee Program is a Lesson in Real-Time Marketing | Brand Marketing | Scoop.it
Social media coffee addicts rejoice! You can now really experience coffee through Twitter!
Last week, Starbucks announced a new program that allows you and me to give a Starbucks coffee as a gift. Not a big deal you say?

Via Brian Yanish - MarketingHits.com
PivotPointBrands's insight:

This introduces an interesting discussion and we agree with the author's point of view. Starbucks is a leader in real-time marketing, and they should be, as they stand for indulgence and their products are frequently bought spontaneously.

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How to Use Content Marketing to Build a Brand with Purpose

How to Use Content Marketing to Build a Brand with Purpose | Brand Marketing | Scoop.it
In much the same way that purpose driven organizations can shift nimbly between various products and processes, purpose-driven content efforts can embrace a varied and complicated set of strategies and still remain cogent.
PivotPointBrands's insight:

Amen. The unauthorized research that states that "78% of content in the digital world is crap" is probably understating the problem. Great article.

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Why Apple, Inc. Copied One of Google's Greatest Branding Strategies - Motley Fool

Why Apple, Inc. Copied One of Google's Greatest Branding Strategies - Motley Fool | Brand Marketing | Scoop.it
It's been four years since Apple introduced any
PivotPointBrands's insight:

I always wondered why Apple was using a naming convention that it clearly couldn't own. I hadn't noticed that they were moving away from it, but it makes lots of sense

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Brand identity style guides | Logo Design Love

Brand identity style guides | Logo Design Love | Brand Marketing | Scoop.it
It's helpful to see how designers present identity style guides for their clients, so I collected a few from around the world.

Via Jean-Luc Le Moal
PivotPointBrands's insight:

Great collection. It's always helpful to see how other organizations are guiding their stakeholders with the use of the brand.

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Why User-Generated Content Should Be Part of a Brand's Marketing Strategy - brandchannel.com

Why User-Generated Content Should Be Part of a Brand's Marketing Strategy - brandchannel.com | Brand Marketing | Scoop.it
UGC tells a brand story from the user’s perspective, providing a feeling of involvement and creating an emotional connection with the consumer
PivotPointBrands's insight:

Good examples of the value of UGC. Brand advocacy, buzz marketing - important parts of the marketing mix. It starts with customer engagement and then customers engage with each other - and that's where the magic happens, if you've engaged in a positive way.

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Content Strategy And Brand Awareness: The Illusions Of Storytelling - Pulse

Pulse
Content Strategy And Brand Awareness: The Illusions Of Storytelling
Pulse
I recently advised a large company, specialized in transportation, about its content strategy.
PivotPointBrands's insight:

 like the idea of slashing trend followers - lemmings following the storytelling pundits, and I think the key points here are that storytelling is valuable if it's actually authentic, honest and leads to customer engagement and acquisition. Good storytelling is not easy to grasp if you are not new to it, so companies usually take a leap of faith that agencies are providing good direction. It's okay, though. another marketing trend will come along and replace storytelling. I'm working on it now. (-:

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LinkedIn Marketing: The All-in-One Guide to Content and Scheduling

LinkedIn Marketing: The All-in-One Guide to Content and Scheduling | Brand Marketing | Scoop.it
A complete look at the best types of updates on LinkedIn, the best timing and frequency, and how to create a powerful LinkedIn marketing strategy.
PivotPointBrands's insight:

With all of the information about using LinkedIn to build your brand it's nice to read some tips that are backed by research. A few of these insights seem kind of obvious, like "share industry insights." I suppose I could post some sports scores but I wouldn't expect that to grow my brand as a business. But, posting morning to midday is helpful to know. And 25 word posts...oops, I'm going over here.

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Is Brand Recognition The Best Move For Your Business? - IMSoup

A common trend when it comes to online marketing is establishing a brand image. It is often said that with the right image companies can drive their revenue to new heights.
PivotPointBrands's insight:

An interesting topic for discussion. Is the problem of too much brand recognition really a problem? Does Coke really care if some people refer to all sodas as Cokes? Does Google really care if refer to all online search as "googling"? I doubt it, because it's a nice problem to have, but I'm sure the trademark attorneys for these companies keep an eye on it.

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What happens when brands rebrand? | World Finance - World Finance

What happens when brands rebrand? | World Finance - World Finance | Brand Marketing | Scoop.it
In the last year a number of companies have overhauled their brands, but as history shows, dramatically changing a corporate profile can alienate loyal customers,…
PivotPointBrands's insight:

Great article on a topic that could be a month-long discussion. Most interesting were the comments from companies that had rebranding mis-steps but said that it still worked out for them - even Coca Cola and the New Coke debacle - because it drew attention to their brand.

 

A key point to keep in mind that brands are more than logos, more than ad campaigns and even more than products and services. Brands are the audience perceptions of all of those things...over time.

That's why Coke could come out with a new product that was a horrendous failure and actually benefit from the extra attention.

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The 5 most common mistakes of brand identity designers

The 5 most common mistakes of brand identity designers | Brand Marketing | Scoop.it
The number of brand identity designers has risen in the same proportion than startup companies. Here are some clues to detect if you are wasting your money
PivotPointBrands's insight:

Nothing new here, but all true. The Starbucks delivery truck photo is the real gem here. New rule for delivery drivers: Don't leave the door open.

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Enercare unveils new brand identity

Enercare unveils new brand identity | Brand Marketing | Scoop.it
Enercare is planning a full campaign to introduce the brand this August
PivotPointBrands's insight:

I always like to read carefully the reasoning behind the launch of a new visual identity. Sometimes it leaves me scratching my head and wishing I could hire the agency's business development person. But this is clearly a case of an entire rebrand  led by the announcement of a new identity. This appears to be a case of a logo redesign necessitated by a new brand strategy. And it's a nice logo, especially on a black background.

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Is Gap's brand cooling off? - Marketing Dive

Is Gap's brand cooling off? - Marketing Dive | Brand Marketing | Scoop.it
The retailer is closing around 25% of its North American stores -- is the brand the culprit?
PivotPointBrands's insight:

Is their brand cooling off? Is the Pope catholic? The strength of a brand is in knowing what it is about your company that resonates with and engages your audiences. The Gap seems to have lost their sense of that. If The Gap had sent someone to check out a college campus they would have quickly seen that "Dress normal" would have resonated with that audience about as well as "Dress Like Your Parents."

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12 Simple Strategies All Memorable Brands Use To Leave a Lasting Impression – Design School

12 Simple Strategies All Memorable Brands Use To Leave a Lasting Impression – Design School | Brand Marketing | Scoop.it
The ABC of a successful brand strategy.
PivotPointBrands's insight:

If you're a start up and you're about to embark on the task of creating a lasting logo to replace the one your nephew made for you after school, this is worth reading. It's a nice short overview of visual identity and how it helps create a brand. And it's nicely designed, of course, coming from Design School.

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Coca-Cola And The Shift To The 'Branded House': Should Other Marketers ... - Forbes

Coca-Cola And The Shift To The 'Branded House': Should Other Marketers ... - Forbes | Brand Marketing | Scoop.it
This article is by Larry Lucas, partner at Vivaldi Partners Group. Last month, Coca-Cola launched a bold shift in branding, called the “One Brand” strategy in 11 markets, starting with the U.K.
PivotPointBrands's insight:

This is a great description of the "House of Brands" vs. "Branded House" concept, with Coca Cola as a case study. 

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Well, This is Unsettling… 22 Brand Logos With Their Colors Swapped - Visual News

It’s no secret that color is one of the most important factors in branding, and no series of images drives..
PivotPointBrands's insight:

This is a great demonstration of the role of color in an identity. I would have liked to see IBM and Oracle logo colors switched, or the Apple silver with the Google rainbow of colors.

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Talk About Brand Strategy

Talk About Brand Strategy | Brand Marketing | Scoop.it
A distinctive brand is good for business, of course. But you’d be surprised how important it is to a firm’s overall performance.

Via Dennis Bailen, CMO, Chief Outsiders, massimo facchinetti
PivotPointBrands's insight:

The 2 main points here resonate strongly in Silicon Valley especially with our great proportion of technology companies, often led by technologists. They all believe they have differentiation, but often don't check to see if their customers share their own perception. 

Talking about brand strategy would be a big step for many technology companies. First, they need to clearly define a brand strategy to talk about.

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Does Your Brand Have a Customer Experience Strategy?

Does Your Brand Have a Customer Experience Strategy? | Brand Marketing | Scoop.it
Digital Futurist Brian Solis reveals how brands can navigate the customer experience economy.
PivotPointBrands's insight:

This is a good explanation of customer experience. When we explain the value of a strong brand to clients we show a chart of concentric circles with customer experience at the center.

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The 11 Cs of Breakthrough Financial Brands - The Financial Brand

The 11 Cs of Breakthrough Financial Brands - The Financial Brand | Brand Marketing | Scoop.it
Here's everything it takes to build, grow and sustain a truly breakthrough brand in retail banking.
PivotPointBrands's insight:

This is a great article, full of useful information. There are so many articles that tout a list a specific number of valuable takeaways - 9 Things You need to Know - 5 Things You Can Do to Strengthen Your Brand - that I don't expect much if and when I decide to read them, but this is well worth it.

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Is Brand Strategy A Myth? 07/21/2015 - MediaPost - MediaPost Communications

Is Brand Strategy A Myth? 07/21/2015 - MediaPost - MediaPost Communications | Brand Marketing | Scoop.it
On one side of the bookshelf, you have an ever growing pile of historic business best sellers with promising titles like "In Search of Excellence," "Good to Great" and "Built to Last." Essentially, they're all recipes for building a highly...
PivotPointBrands's insight:

I am a brand consultant in Silicon Valley. The tach companies here believe that brand strategy accounts for about -2 percent of company success, so this is actually encouraging.

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Why "Content Marketing" is the Wrong Thing to Measure | G. David Dodd | LinkedIn - Pulse

Pulse
Why "Content Marketing" is the Wrong Thing to Measure | G. David Dodd | LinkedIn
Pulse
Despite the widespread popularity of content marketing, research shows that most marketers aren't confident in their ability to measure its effectiveness.
PivotPointBrands's insight:

I like this article. I walks a careful line between valuing good content and not getting too drawn into the content marketing buzzword mania. The goal of marketing is ultimately to build a better brand and drive revenue and creating and gathering good content helps achieve that goal.

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Michael Bierut Talks Brand Design & The Key To Creating Logos: Gerson Lehrman Group

Pentagram Design Partner Michael Bierut sits down with GLG (Gerson Lehrman Group) to discuss brand design, Paul Rand and the key to creating logos.
PivotPointBrands's insight:

Great Paul Rand quote in this brief video: "A good logo provides the pleasure of recognition and the promise of meaning." 

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Logitech loses the tech with new Logi brand - CNET - CNET

Logitech loses the tech with new Logi brand - CNET - CNET | Brand Marketing | Scoop.it
To reflect a more design-centric approach, the mouse maker is rolling out a new logo and a new brand as part of its reinvention.
PivotPointBrands's insight:

The new logo looks more friendly, and more accessible - more consumer-y. Logitech has evolved into a company that provides more accessories for the home user over the decades and a new logo makes sense to me. And this one is nicely designed. Of course, a logo only stands for what you make it stand for, so I'll stay tuned.

One thing that doesn't work well for me is the name. Visually it looks very interesting. but I have trouble with the pronunciation. If it is a segment of the name Logitech, I guess it should be pronounced "Lah-jih". If it stands by itself I would pronounce it "Low-gee". People are likely to come up with a variety of pronunciations, which is not a good thing for a corporate identity.

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Branding Strategy Insider | The Twenty Most Common Brand Problems

Branding Strategy Insider | The Twenty Most Common Brand Problems | Brand Marketing | Scoop.it
As a brand consultant I have dealt with many brands' problems in one way or another. Here is my observation of the twenty most common brand problems.
PivotPointBrands's insight:

I think I dealt with half of these problems working within one company. Generally, organizational commitment, consistency and patience will avoid these problems, but those 3 things are a lot to ask for.

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Key Trends in Brand Identity Design for 2015 | Truly Deeply/Madly

Key Trends in Brand Identity Design for 2015 | Truly Deeply/Madly | Brand Marketing | Scoop.it
The Critical Role of Trends for Visual Identity Designers Each year Bill Gardener outlines what he sees as the key trends in brand identity design. As the
PivotPointBrands's insight:

These trends seem to lean toward concepts that do not hold up well at small sizes and generally move away from the idea of bold and simple - a lot of fine lines.

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The Spotify-Starbucks Partnership Is Digital Co-Branding Genius  

The Spotify-Starbucks Partnership Is Digital Co-Branding Genius    | Brand Marketing | Scoop.it
Their digital co-branding Deal is a win for Spotify and Starbucks, as well as artists and coffee-consuming music fans.

Via Dennis Bailen, CMO, Chief Outsiders
PivotPointBrands's insight:

This is a great co-branding opportunity, and Starbucks has done a lot to expand their brand beyond premium coffee. Makes you wonder what's next? Apple would be a nice partner...for anybody, but especially Starbucks.

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Lenovo has a new logo that it says is now 'more personal' - Business Insider

Lenovo has a new logo that it says is now 'more personal' - Business Insider | Brand Marketing | Scoop.it
Lenovo describes its new logo as "more personal."
PivotPointBrands's insight:

I like the new logo more than the old because I think it is simpler and cleaner looking. But, does it say: "a company that spans different categories, that has this attitude of never stand still, that's really focused on the internet"? I don't think so. It says lenovo. 


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