This is your space to ask, share, and discuss your branding passions, questions, frustrations, stories, and all those other (branding) thoughts whirring around your mind. Come on in!
Rebrand and Brand Campaign MeetSome media report about it being a brand campaign incorporating a new visual identity; others talk about a major rebrand backed by strong ads. Whichever way you see it, the Sprite brand, the second largest one of the Coca-Cola Company, has been fully refreshed – it seems like only the drink itself remains unchanged. The Sprite logo got simplified and scaled up on packaging and black enters the color palette to mark the zero-sugar version of the drink. The story that comes with the product has a nod to “shit happens” and presents Sprite as the right solution in undesirable situations. Convincing Visuals, Supercilious AdsI think the updated visuals are simply great. Key elements, like the primary green color, the yellow accent shade, and the dot grid were reused, whereas the logo got a makeover, leading to a kind of simplified, monochrome version of the former one. Scaled up, either in white or black, the large size and contrast leave a bold impression.I’m
I'm doing research on understanding which topics move the branding community. Could you fill out this short questionnaire? This would help us to create more relevant and appealing content for brand professionals. I'd appreciate it!https://x3lkgam6xh5.typeform.com/to/KXBR46w1
Companies that share a similar offering can stand out by highlighting emotional benefits, a key factor in branding. As I think credit card brands are a good example of this, I decided to take a closer look at two of them. Curious to hear what you think.Take A Look at This Brand Insight
I think the age of an organization certainly influences the way one needs to manage its brand(s). Companies with a long history, for instance, might represent well-established brands, but this long heritage can also have a flipside, standing major changes in the way. What’s your experience here?
When I first saw this aircraft livery design, I thought it's one of those creative exercises by an enthusiastic designer playing around with an existing brand. Only a day later, I realized this is a serious rebrand. Great. There are hundreds of airplane designs out there. Why has no one ever had this idea before? Simple, fresh, and easy to recognize – even when high up in the sky.“Condor Is Vacation and Vacation Is Stripes.” That's what the German leisure airline is telling about its rebrand's essence. Berlin-based agency Vision Alphabet got inspired by parasols, bath towels, and beach chairs, and makes a bold statement by simply applying stripes to the aircraft livery. Of course, also the airline's logo wasn't left untouched. However, made more neutral, it gives the stage to the stripe theme, which five colors (named Passion, Sea, Island, Sunshine, and Beach) bring variety into the fleet. I'm already curious to see this powerful design element come to life on tickets, uniforms, and o
Swatch has launched its own version of the high-end Omega Speedmaster watch. The timepiece’s price is about one-twentieth of that of the original made by Omega and, obviously, it has specifications that can’t beat its luxury reference by any means. It’s simply featuring the same key design elements and carries the Omega logo. First batches got sold out quickly, and some of these pieces are now offered online – for multiple times the price. Ironically enough, watches with almost the same price tag as an entry model of the original Omega watch have been spotted. Sounds a like a success in the first place.What's going on here, exactly? This is a rather unconventional cobranding case, I think. Cobranding typically is about two brands in different industries sharing similar key values. Then there's no rivalry; it's simply an opportunity to be strengthened by the reputation of the other brand. In this case, however, it's about brands in the same industry. As a matter of fact, they are part
Beginning of this month, we could witness the world premiere of an old acquaintance: The Microbus, the Camper, the Bulli – name it whatever you like. The new ID. Buzz, an electric revival of the 1950 Type 2, better known as T1, is to be seen on European roads soon. Spread over 6 generations, this Volkswagen icon (once lined up with the other legend, Type 1 – the Beetle) got sold almost 12 million times. It's a brand by itself: the Bulli has evolved from a practical vehicle for transport and camping to a desired cult object. And this shows in the reselling price: the brand equity seems to fully cover up for the common value decrease of ageing cars. As a matter of fact, emotion even beats function as the brand leads to sky high prices for the early models. Of course, mother brand Volkswagen is aware and now made an interesting split: they recently launched the "normal" T7, the rational choice for functionality, and now presented the ID Buzz, touching people's hearts.Check Out the Press
"For Burger King's first global rebrand in more than two decades, we set out to make the brand feel less synthetic and artificial, and more real, crave-able and tasty." With these words, agency Jones Knowles Ritchie covered the essence of the brand's reboot last year. Interestingly, this now gets a remarkable twist in their current ad campaign for their plant-based offering. A smart selection and composition of vegetables would make them look like meat. Very real indeed.
The Bank of England, founded in 1694(!), has revamped its visual identity. Their in-house design team has tried to bring the brand closer the public it serves. The whole visual system was revisited and got optimized for the digital domain. Beyond the – nowadays almost common – simplification of the logo, the bank made a major improvement to its typography, which is now easier to read for dyslexics – and anyone else, actually. Nice detail: the renewed color palette was inspired by British banknotes (and gold bars) and by boosting contrast with backgrounds, the color concept also adds to the brand's accessibility. Take a look at the launch video, which doesn't respect common rules of length but certainly is worth checking out, as well as the music that is very Bank-of-England, if you ask me.
Something that has fascinated me from day one of working at Frontify was how much people here truly love spending time with each other. A feeling that becomes so palpable when you walk up to the third floor to get your morning coffee ☕️. And even if you don’t join in on the chit-chat, a round of FIFA, or ping pong you can’t help but catch a little bit of that joy and energy yourself as if it were contagious.With more and more people embracing hybrid and remote work, new challenges but also opportunities arise to create and maintain that same (or similar) sense of connection between colleagues.Needless to say, I was absolutely fascinated when Chris Savage, CEO, and co-founder of Wistia, told me (in the middle of a conversation about video marketing of all things) that their employees had all been gifted an Oculus 🥽 and are now, for the first time since the pandemic, spending time together on a “virtual” mini-golf course. Way to go 💪.This reminded me of the Webinar “Building a Strong E
The 2021 Gallup survey State of the Global Workplace reported an alarming number: only 20 percent of employees describe themselves as engaged at their workplace. That leaves a gaping abyss of 80 percent of unengaged employees. Employee engagement levels seem dismally low. From a brand management perspective, this should make you think. A recent, representative study conducted by PWC reported that 73 percent of all people pointed to customer experience as an essential factor in their purchasing decisions. In addition, a good customer experience allows price premiums of up to 16 percent that customers are willing to spend. In contrast, bad experiences will drive away customers faster than many would anticipate: 17 percent of customers will walk away after just one bad experience, a whopping 59 percent after a few bad experiences - even from otherwise beloved brands. Thus, the question of how to ensure brand-aligned behavior with a largely disengaged workforce seems rather crucial and
“Employer Branding" has both the words “Employer” and “Branding”, directly reminding ourselves of a dilemma: is this topic owned by Brand Management or should it be run by HR instead? I’m curious to hear where Employer Branding sits inside your organization and how the two teams (after all, they are both involved) work together, building an attractive brand for potential and existing employees.
Hey Community! Just wanted to share with you my latest blog post on newworkorder.blog. I’m writing in German, so probably not everybody here will be able to read it - But I summarized the employer branding workshop I lead in November for Voices of Brand and picked out my three most valuable conclusions: 360° Communication that bears in mind all target groups (including employees and those who might become them) Co-Ownership for a better distribution of tasks according to budget and competences Change of perspectives as networking gains even more importance due to the complexity and crossfunctionality of employer branding Hope, that some of you can gain some valuable insights out of it! Have a wonderful day, Gabriela Who “owns” Employer branding? https://newworkorder.blog/2021/12/01/wer-ownt-employer-branding/
For me as a brand professional, it has always been a little challenge to find interesting magazines about brand management. There’s a lot of books and certainly many interesting places can be found online, but I haven’t spotted any great printed magazines with full emphasis on brands and brand management yet. (Usually, one ends up reading publications about design, marketing, or business in general instead.)Do you know any magazine(s) you could recommend? And what are the blogs, newsletters, and forums you read online?Thanks for sharing.
When a new product gets launched, two businesses merge, or founders leave their start-ups, crucial questions arise concerning the core of their identity: What does our business represent? Which values lie at our foundation and how do we convey them internally as well as externally? How do we position ourself vis-à-vis our competition? During the start-up phase, little to no time is left to address such questions in-depth. Often, answers remain within the founders’ heads. We asked SMEs how they dealt with this issue: Overwhelmingly, efforts in regard to their brand identity were focused on the visual appearance – a company logo was created, a corporate font chosen. To follow a more nuanced approach and to delve deeper into brand identity issues, most businesses lack the time needed as well as the overview over the crucial aspects. In addition, getting one’s bearings in the vast jungle of different brand identity models is a major endeavour, and consulting agencies translates into signif
Dear Community,Last Wednesday I had the pleasure to host an online workshop for the Voices of Brand Community together with @Nicole Adelt and @Janine : Employer Branding & Brand Management - A Holistic Approach. We are sharing the results here, so everybody can participate in the outcomes and have a look at what was discussed among the (employer) brand experts. You’ll find the presentation including the workshop slides attached. Thanks from my side for the great participation and input on the part of all attendees! For me, it was a really valuable and productive session and I’m looking forward to upcoming workshops, events, and discussions! Cheers Gabriela Also, these are some of the key findings: We need to be able to communicate the benefits great employer branding has on > the brand > the company > potential and existing clients Clearly define teams and individual roles as in > accountabilities > responsibilities > consultative and informational ownership Em
https://www.liaawards.com/ How about a quick break to “ooh” and “ahh” over some brilliant campaigns? Enjoy a look at the winners and finalists of the London International Awards (LIA) 2021, spanning a gamut of industries and categories across the creative globe. Big congratulations to all of them, and an even bigger round of applause to those connected with Voices of Brand. 🙌🏻Amazing talents and inspirations!
I work for a creative agency (growth and transformation agency) primarily focused on building brands for businesses. One aspect of our work is handing off a brand. This is easy and common practice for us. Frontify makes everything easier and better! The hard part of our work is building better Ui/Ux documentation. I’d like to start leveraging our developers (and digital designers) to better understand how they can make use of Frontify’s integrations instead of duplicating their code in a separate style guide. Are there any best practices on where to start? How to address this with a team? We often create brands and websites, but we have just now begun building repositories and full Ui documentation. The order of operations is almost always dictated by a creative and not the developer. How can we begin a project with the process leaning into what a developer finds most useful for their end output?
Luckily, most clients are professional hardworking brand specialists working closely with their agencies to grow their brand and build strong businesses. But how much is the work the agency put in actually worth? Spoiler alert: I don’t have an answer, but I still really enjoy this talk from Creative Mornings by Mike Monteiro where he discusses how hard it sometimes is to charge for creative work. And just a heads up! there is some graphic language in there!It’s an old one, but do you think what he says is still true?Are designers not being properly paid for their work?
Dear Voices of Brand, Brand Enthusiasts, Brand Ambassadors and Passionate Brand Lovers, I have a great opportunity to offer:https://www.linkedin.com/jobs/view/2733683407/Join us @ Hilti and become part of a great community, a great brand and a great journey! Looking forward to receive your applications,Alexander
As I review findings from Frontify’s recent brand awareness test (aided and unaided), I’m wondering how some of you might be leveraging brand awareness findings within your organizations?Since this is the first quantitative testing we’ve done with the general market, it will serve as a great benchmark to measure awareness going forward. And I’ll be sharing results with our teams to show where we currently have gaps in perception and how we could address them across the customer experience. But I’m sure there’s much more I could be doing! What ways are you all making use of brand awareness data at your organizations?To identify potential integrations? To determine which events you want to sponsor or attend? To drive sales content enablement? As insight for sales and marketing campaigns? Other?I’m very interested to hear!My best, Nina
This week’s headlines on Facebook raised some challenging questions for me. Facebook is a valued customer of ours, and in many ways, their reputation was hurt this week. We have their logo on our website, which leads me to the main question: does having the Facebook logo on our website affect the perception of our brand in a negative way? I would love to hear your thoughts: If your customers’ reputation gets damaged in any way, how do you behave as a company? Do you take action in such a case, and if so, how?
To break the routine of seemingly never ending screen time these days, it was really nice to find myself at an in-person event in Graz. Stepping into a space where an atmospheric stage, rows of chairs, and unfamiliar faces meet – where everyone feels at once eager and unsure of how to navigate this once common situation – was a welcome departure from the norm.What’s-old-is-new-again feelings aside, there’s always this constant with events: what’s the value? Whether it’s seeking new connections, gaining deep insights, honing in a skill – whatever the case, there’s usually a good reason and hopefully matched outcome. With Fifteen Seconds Festival, there were a few key themes, trends really, that emerged over the days: Emotional connection A sense of belonging Our relationship with the world You could even drill these down into more concise pillars, like purpose, humanness, and sustainability. In “Connecting the Disconnected,” Adrian Walcott touched the surface of some provocative is
Logo, typeface, color: the classic top three of visual artefacts described in guidelines, I’d claim. Most brand books explain how they behave both on screen and in print. All covered, you’d think. But how do these live in a brand space, like your office? At Frontify, we’re currently facing the nice challenge of translating our identity into materials, surfaces, color, lighting, and so much more. Exciting times defining the right look, touch, and feel for our interiors.What is the spatial face of your brand? I’m curious to hear how you show your brand at your office(s), beyond the facade logo...
A few months ago, TBWA/Paris launched the campaign “Devinez qui arrive dans votre ville?” (Guess who is coming to your city? )According to the Law of Prägnanz (Principle of good form) human brains tend to group colors and simple shapes and interpret images that are not there. The key of this phenomena is not what’s there in the image, but what’s missing. I’m sure you’re all familiar with the hidden brand behind the image, but can you say which based on this image alone? 🧐This kind of campaign only works if you’re a strong, known brand. Would you dare to test your brand recognition with such a campaign? You can see other ways how TBWA/Paris has played with diluting the image of this brand here.
Look at you!
Happy you're here.
No account yet? Create an account
Social LoginLogin with LinkedIn
Enter your username or e-mail address. We'll send you an e-mail with instructions to reset your password.