Het valt niet mee om een nieuw merk succesvol in de markt te zetten. Vandaar dat startende merken zich bij hun introductie graag associëren met een bekend merk, vanuit de gedachte dat roem besmettelijk is. Zo’n co-branding met een gerenommeerd merk kan heel goed uitpakken. Een van de eerste succescases op dit gebied waren de keukenproducten van Philips – Alessi. Maar doet het gunstige uitstralingseffect van co-branding zich wel in alle omstandigheden voor?
Bij co-branding vindt associatie-overdracht plaats: de naamsbekendheid en positieve eigenschappen van het ene merk stralen af op het andere, en andersom. Over het algemeen wordt aangenomen dat zo’n partnerschap tussen een oud en een nieuw merk de nieuwkomer bevoordeelt, omdat deze kan ‘meeliften’ op de naam en faam van de ander. Anders gezegd: de nieuweling heeft nog weinig ‘inhoud’ van zichzelf, en is als het ware een onbeschreven blad dat klaar is om ‘beschreven’ te worden. Onderzoekers Cunha, Forehand en Angle zetten echter vraagtekens bij deze veronderstelling. Sterker nog, ze redeneren dat het netto-effect van co-branding op het onbekende merk niet per definitie gunstig hoeft te zijn. Het hangt volgens hen af van de timing van en manier waarop het samenwerkingsverband aan het publiek wordt gepresenteerd.
Welke merken wil je absoluut niet missen? Zo luidt de centrale vraag die wij Nederlandse consumenten voor het zevende jaar op rij hebben voorgelegd. Op grond hiervan presenteren we de EURIB Top-100 Onmisbare Merken 2014.
Pentagram partner Natasha Jen discusses the price of creativity, and why that may be nothing at all...
Since joining Pentagram as a partner, Natasha Jen's overheads have increased "by 20 times". One of the youngest partners at the global design firm – and the only partner in Pentagram's history to have started as an intern – Jen talked money ("Wake up people!") on the second day of Kyoorius Designyatra, India's three-day creativity conference held annually in Goa.
"Design is like a Rubik's Cube," she told the 1,500-strong audience. "You have to put a lot of time and effort into getting [the design] right. And on the other side you have time, project duration, staff overheads and fee. Those factors aren't necessarily proportional all the time," she admitted. "We're struggling with a disproportional distribution all the time."
So what if, she asked, there was no budget? How do you deal with overheads? Should you just say no? Or is it possible to turn pro-bono projects into creative opportunities?
We took five with Jen after her talk at Deisgnyatra 2014 to find out more about how she factors pro-bono work into her Pentagram practice, and how she made the leap from intern to partner at one of the world's most influential design firms…
studio philippe apeloig have designed the visual identity for the new louvre abu dhabi (LAD) designed by architect jean nouvel. apeloig chose to symbolize the building’s spiritual dimension and recreate its very particular climate. the challenge was to evoke the mysterious whiteness and lightness of this exceptional space, including the region’s warm temperatures.
Unknown Dutch automaker Carice Cars has introduced the limited edition Carice Mk1 electric vehicle.
Joining Spyker, Vencer and Donkervoort, Carice Cars is another specialty marque from The Netherlands and their first product is a limited-run electric vehicle called Carice Mk1. It draws its styling cues from the classic Porsche 356 and has a body manufactured entirely from plastic. Tipping the scales at less than 350 kg (771 lbs) including the battery pack, the Carice Mk1 will be offered in two states of tune: 15 kW (20 PS) and 40 kW (54 PS). There will also be a Junior Version (for 16-year-old drivers) with just 4 kW (5.4 PS).
The Carice Mk1 features a so-called "backbone chassis" with a central single thick bar running the entire length of the car which incorporates the battery pack and grants an ideal 50:50 weight distribution.
Only ten units will be made and each will carry a starting price of 26,620 EUR (including VAT) but don't expect to get a roof because there isn't one, only a tonneau cover. For more money clients will be able to opt for a range-extending small capacity gasoline engine and there's even a hydrogen-powered version available. Order books will open on June 21.
Source: caricecars.com via telegraaf.nl
Niels Biersteker's insight:
Not really crazy about the emblem, but the car itself, YES!!
Met de lancering van visual radio wordt ook het nieuwe logo en de nieuwe vormgeving van Radio 538 gecommuniceerd.
De 538Groep bestaat uit twee radiostations, twee tv-stations, diverse digitale radiokanalen, een eventbureau en een concept productiestudio: het nummer één radiostation van Nederland ‘Radio 538’, hét jongerenradiostation ‘SLAM!FM’, de muziek tv-zenders ‘TV 538’ en ‘SLAM!TV’, achttien verschillende digitale radiokanalen, eventbureau ‘538Events’ en productiestudio ‘538Concepts’. Wekelijks stemmen gemiddeld vijf miljoen luisteraars af op de radiostations en maandelijks ruim drie miljoen kijkers op de tv-kanalen. De 538Groep is marktleider in vrijwel elke doelgroep.
Authenticiteitscheck voor foto's, Tools die de journalistiek vernieuwen: Izitru. Uit het enorme aanbod van tools en apps die online beschikbaar zijn, filteren we de producten waar de journalistiek iets aan heeft. Tools die de journalistiek innoveren of het journalisten simpelweg makkelijker maken. Vandaag: Izitru.
Designers Yasushi Kusume and Neil Gridley have helped lead design and brand management for the likes of Philips, Electrolux and Tesco. They are also the authors of Brand Romance, a guide to building a loved brand – we asked them to share their advice on the tricky issue of brand licensing.
The Church of London has created a brand book for Microsoft and ex-Nokia employees to mark Microsoft's acquisition of Nokia's devices and services business. As well as some archive photography, it features an intricate embossed cover and original illustrations throughout...
The much talked-about deal was completed last month. The Church of London was asked to create a book outlining shared values and a vision for the future for the new Microsoft Devices Group, and has created a colourful publication that uses illustrations and icons instead of dull corpoate imagery.
Designing a clear and impactful visual identity for one school is hard enough; and if that school happens to have two other institutions folded into it? Yeah, good luck with that logo. Cornell Tech is the engineering and technology-focused graduate school of Cornell University, but it’s not just that. It’s also a partner to Israel’s Technion University, and if you ask many of the faculty and students, they’ll tell you it’s a partner to New York City, too. That’s a lot of people to please.
So when Cornell Tech tapped Sullivan, a New York City design firm, to develop a visual identity system, the team of designers had a couple complex challenges in front of it. Clearly, there was the appeasing of multiple stakeholders, but almost more perplexing than that was the fact that at the time Sullivan began working with Cornell Tech, the school hadn’t even taught its first class. “When we started working with them, they hadn’t started putting the meat on the bone yet,” says Nicole Ferry, executive director of strategy at Sullivan. “So some of it was to facilitate those conversations about, what is this going to look like a year from now, five years from now?”
Niels Biersteker's insight:
The analogy with NYC downtown grid seems far-fetched in my opinion.
The automated employees at this mechanical lab in South San Francisco are the clicking, whirring heart of Counsyl, a startup designed to make lifesaving genetic sequencing as commonplace as cholesterol tests. That means finding more efficient, and more affordable, ways of hunting down the telltale markers in DNA that indicate a patient's risk of passing along certain diseases to a child, or of developing specific cancers herself. But it also means transforming the impenetrable and customer-averse field of medical diagnostics into something it's never been--an inviting online experience. Robots are key to Counsyl's strategy. Just as important, though, and maybe more revolutionary, is its user experience. Innovation, in genetic testing, can be as simple as treating your patients like humans.
That Counsyl's tests are presented as actual products--which you can choose to buy (with your doctor's approval) rather than be instructed to undergo, is a radical departure for diagnostics. Even more radical is Counsyl's online cost calculator. Each of the screenings costs about $1,000 (roughly 70% less than what competing companies charge).
Vistaprint made a name for itself literally giving away its flagship product – business cards. Using a strictly direct response approach, Vistaprint created the category and dominated it, reaching $1B in 2012. But while the company enjoyed high scores on brand awareness, they knew that in order to command a larger part of the offline market, they would have to shift the business model. So Vistaprint moved from its transactional roots to a more customer centric model, necessitating a complete repositioning of the company.
Vistaprint took a good hard look at things like transparency, pricing models, manufacturing, design studio, and customer service. Then, it invested in the necessary resources to start shifting both the reality and the perception.
Heading into 2014, with Creative Directors Dave Ball and Karen Bedard, we led the monumental task of translating our brand strategy into a new identity for Vistaprint – logo, voice, visual language, the whole shebang. Our goal? To give this brand the soul it has long been searching for.
Niels Biersteker's insight:
Today i received the Vistaprint newsletter (NL) and by surprise found that the logo had changed. I couldn't find a review online so guess this must be quite a recent change...
You may remember that last year Cadbury was blocked by rival Nestlé in its attempt to trademark the distinctive purple it had been using for its chocolates for more than 100 years (now defined as Pantone 2685C). Now it's Woolworth's turn to be the spoiler, via its objections that have led to the rejection of oil giant BP's twelve-year attempt to trademark the use of Pantone 348C, the green it employs for much of its branding. In this case the decision was made by the Australian intellectual property authorities, in contrast to BP's earlier victories in England and Europe.
Op donderdag 5 juni is de nieuwe huisstijl van de gemeente Den Haag geïntroduceerd. Burgemeester Jozias van Aartsen en wethouder Rabin Baldewsingh presenteerden de huisstijl én bijbehorend logo met de onthulling van een nieuw gevelbord voor het stadhuis.
Niels Biersteker's insight:
Prachtig idee om de wijken te gebruiken in de huisstijl (facetten). Ook fijn dat er goede (haagse) letters zijn gekozen. Alleen het logo (stadswapen) is naar mijn smaak wel 'erg' modern ontworpen.
If you were browsing the internet at all this past weekend, there's a good chance you came across Google's ubiquitous logo at some point during your travels. What you didn't notice, however, is the fact that Google adjusted the letters in its logo ever so slightly—and it actually makes a pretty huge difference.