Archive for October, 2008

Pepsi just revealed their new logo. A couple of comments on their new look. Some blogs I have read were trying to figure out why pepsi spent a million dollars on a logo that look quite similar to their diet pepsi logo from long ago. And they were also commenting on how the apple-inspired minimalist look is influencing everything and does it have staying power.  

My thoughts on the matter.  First a critique:  

The Good:  I like the fact that they did in fact pull the text treatment from past logos, it lends some weight and history to their story.  The sans-serif, rounded font is in fact very appropriate for the design climate right now.  Simple, clean, appleish.  

The Hmmm:  There is not really an integration of the text and the logo.  In fact, it could be two separate elements.  If their intention is to use them separately then that is okay, but pepsi is planning on redoing everything with this logo and it feels disjointed.

The Ewwww:  This pepsi logo must be on people’s mind because I saw a cartoon where someone did a little sketch (see below)

Since seeing this I haven’t been able to look at it the same.  But the biggest question I have with pepsi is that, if you are going to throw $1,000,000 behind a rebranding, new logo process, shouldn’t they be shaking up the design world, introducing something new, something ground-breaking. Being trend-setters?  Instead of just responding to a trend, as Jim Edwards says, is already kind of aged and may lack durability?  

I would love to see the market testing on this logo. 

Now that the playoffs are behind us for another season (no Rockies, sniff), I am reminded of the hell that was 2007′s baseball playoffs and the obtrusive, gigantic, mondo annoying ads for the seemingly soon-to-fail Frank TV.  (Why yes, that is a portrait of the lunatics at Bedlam to the right.)  Fast-forward one year and Frank TV is still on the air and…wait?!  I still know that show’s name!

It just goes to show that no matter how annoying the means (visual overload and virtual harassment), the end (brand recognition) is king.  Does TBS care that I hate Frank TV?  Nope.  That I know about it is enough.

Whether I will watch it remains to be seen…I found the ads just too irritating.  But for name recognition, obtrusiveness and in-your-face repetition seems to do the trick.  Over-the-top, spewing from the corner ads are just another incarnation of the kid in school who put her hand up first, wriggling from head to toe, just patient enough to wait until she was called on…guess which kid I was?

Moral of the story:  Be noticed.  But not annoying.

• Old New York Times article on the phenomenon
• Mental Floss weighs in
• The Day The News Crawl Was Born (the ad-from-hell’s cousin, the news ticker)
• More about the show we all love to hate

We’ve been asked so many times in the last month what we recommend for clients in these uncertain financial times that the answer bears repeating:

Chill out!  Keep on marketing!

Yes, it’s somewhat self-serving to suggest that our clients continue doing the very activity we provide for a living, but the answer isn’t just a facile brush-off.  Panic, desperation, and a sense of lack are the first steps down the road of instability, decay, and stagnation for your business.

I repeat:  Chill out!  Keep on marketing!

Why keep truckin’ when times get rough?  Isn’t marketing a luxury item?  You may think so if you have a full or near-full client roster, but the reality is sad and simple:  you are engaged in a daily battle for your clients’ and potential clients’ valuable time.  If you’re not on the top of the heap and first in their minds, you’re not doing enough marketing…and you’re going to be expendable when they start making decisions that affect their bottom lines.  In fact, an economic downturn is a great time to expand your marketing!  Why?  Because when they’re ready to spend again, your clients will remember you and your business.  Guess who’ll be at the top of the to-call list when business picks back up?

It’s hard to overstate the fear and uncertainty that is permeating our media, our culture, and our daily lives these days.  That can be bad news for your business…a bit of doomsday thinking and you’re ready to move into a bunker with your kids, your cats, and your Toaster Strudels and wait out the coming storm.  But are you willing to let your business become a casualty of your own fear?  I didn’t think so.

In times of stress and hardship, turn to what you know.  Turn to those routinized tasks that can make the difference between sink and swim.  I’m talking a commitment to your blog, your monthly e-newsletter, your networking and your follow-up calls.  A tiny bit of footwork and a re-commitment to even a shoestring marketing budget can prep your business for the long haul.

Here are some great links for dealing with stress and anxiety around today’s economic climate:

• Career Couch:  How to Quell Financial Anxiety [New York Times, login may be required]
• Talking Truth to Fear [The Fluent Self]
• Tips for Surviving Tough Economic Times [Trish Thomas, Akamai Consulting]

We’re always looking to be more educated about what’s what and who’s who in the land of digital media.  Imagine our surprise when we heard of the Thin Air Summit, a two-day media extravaganza that promises loads of information, pointers toward the future, and the chance to mingle with other creative types.  Too bad we didn’t hear of it sooner; we would have loved to present.

Speaking of speaking and public appearances, though, we’ve got two on our plate:  the upcoming Boulder Business Trade Fair sponsored by the Boulder Chamber of Commerce (November 19, 5-8:30 pm) and the very promising Angel Capital Summit sponsored by the Rockies Venture Club, a group we are proud to sponsor and assist with all things marketing (November 21, 8 am-6 pm).

It’s amazing what can happen when like-minded professionals get their heads together, get in one room, and commune.  Word on the street is that millions changed hands directly following the ACS…a dream come true for investors who found their angels that day.  Even if you’re not directly seeking financing or wanting to implement an SEO plan or social media project alone, push yourself and sign up for an event.  You’ll gain new perspective, increase that sphere of influence, and come out smarter than you were going in.

As someone who has been inundated with requests for representation (?) and publicity for different causes, I was overjoyed to read the Open Letter to Fitness and Health Brands Pitching to Bloggers at Stephanie Quilao’s excellent Back in Skinny Jeans blog.  Stephanie lays it out honestly to brands who want her to cover their products…but aren’t prepared to take the time to find out who she is, craft an interesting pitch, or respect her business. She hits the nail on the head when she says:

Your pitch should not be all about you, it should first be about my audience and next me the blogger, and how my readers will benefit from your product or service, and how I the blogger will benefit by posting about your product. [Italics mine]  As a blogger this is what I care about; relevance, quality, traffic, exposure, and revenue.

So many people pitch from a purely self-motivated perspective.  They forget that, whether it’s a blog or a major newspaper, audience matters.  If you have the demographic wrong or are just plain opting for the blanket cover-every-possible-base approach, your chances of success are woefully small compared to if you targeted one or two publications that you researched, read, and analyzed.

Bottom line:  do your homework.  A little respect for the people who could enhance your career goes a long way.

One of the most interesting facets of the financial meltdown has been watching the banks struggle to brand themselves as safe bets even as consumers rush in the doors to withdraw cash and stuff it in the mattress.

From mailers to full-blown marketing campaigns, banks are struggling to get a message of stability and calm in front of anyone they can (even high school wrestlers).

But can a bit of advertising save an unstable product?  It remains to be seen.  As you take in the new “we’re safe; we promise” message, though, remember that American manufacturers and banks were able to feed consumer impulses over almost two decades during the Great Depression (when nobody had any money) and World War II (when nobody could spend it).  As we keep saying over and over again, the savvy players in the economy are going to keep marketing even when the chips are down.  And guess who you’ll remember once your stock is riding high?

thanks to icathing for the photo

TED has started releasing small talks, this one by Seth Godin

Another article from BNet that is fantastic!

Got an email this morning from Alli Bozeman at BirdDog Press and for whatever reason I am completely infatuated with her stationary and designs she puts together.  The clincher for me is the tactical feel of it, the paper with the letter press and topped off with the brilliant design.

Next would be Liberty Worth with Libby Dibby, I wear these skirts all of the time.  Very flattering, and one of her passions is finding the fabric to work with, I believe she used to be a textile designer.

Shannon with HotMama Designs has developed a great line of jewelry and is in very high demand.

I have recently subscribed to a e-newsletter that is actually useful.  I am shocked.  Anyway, I came across this article by Steve Tober on branding and why is it too important to just leave in the hands of your marketing department.  What you need to know about branding