This May Actually Change Everything (Back To How It Was)

Every time there has been a media “revolution,” it’s been accompanied by a background chorus crooning “this will change advertising forever.” The printing press allowed for ad placement. Radio was “mass communicatin’” (to borrow a line from O Brother Where Art Thou). Television brought video to the masses. Then, later, DVRs allowed the masses to control how they watch it. And the Internet, well, that was supposed to totally change the advertising landscape.

Truth is, none of these channels did much of anything to fundamentally shift the advertising paradigm. Each either allowed advertisers to 1) communicate with more people at once, or 2) better target their advertising to a more applicable group of people. But, at the core, the dynamic remained the same: a company/organization was trying to sell something to the people. “They” were trying to convince “you” to buy something “they” were offering.

As an embryonic advertising platform, interactive social media may have the potential to actually change everything. Social media isn’t corporate-authored messaging trying to get people to buy. It’s a mass peer-to-peer network where consumers can recommend purchases to each other. Brands aren’t leading the messaging. Rather they are trying to encourage participation in the channel. Brands aren’t telling consumers what they want them to believe, they are encouraging people to insert their brand messaging into the medium via dialogue.

The call to action is quickly moving from “buy now” to “like us” and “tell your friends.” Wow.

Long ago, the only advertising was through word-of-mouth. Not since our ancestors first hung out “ye olde tavern” signs, have brands been focusing so intently on returning to this medium. Used to be “word-of-mouth” campaign was code for “we don’t have any money.” That’s not the case anymore. Media tracking shows that advertisers are moving an average of 20% of their budgets into social media. The big players are engaging this word-of-mouth space.

Of course, “word of mouth” now is spoken by a keypad and through a URL. But it is still interesting that if, indeed, the latest technology is fundamentally changing the advertising paradigm, it’s doing so in a way that essentially capitalizes on word of mouth over mass communication.

This may change everything…back to the way it was.

What a $19 Logo Doesn’t Buy You

There are lots of companies offering logo design services. Some have the talent and creativity to deliver the goods. Others are known for churning out low-cost logos. There are even websites that will sell you a logo for just $19.

Buyer beware if you decide to go the cheap route. Because, while a cheap logo may seem like a great buy initially, such designs usually come at a cost when you look at the big picture. You sacrifice uniqueness. You don’t benefit from the experience a qualified designer brings to the table. And, often, you end up having to redo the logo once you’ve outgrown it.

Keep in mind, your logo is the most fundamental part of your brand identity next to the name of your company. Your logo will likely be on every bit of business communication you do. Items like signage, advertisements, websites, press releases, and so on – for years and years. That’s why it’s so important to get a logo that fits your company.

At MWB, we have the design skills it takes to create a visually pleasing logo. But we have the broader experience needed to think beyond the design, itself.

We understand that a logo is more than just a combination of words, pictures, colors and type. It’s the visual “distillation” of your brand identity. And, as such, it should provide some insight into your company’s brand positioning and personality. A logo should reflect your brand’s aspirations. It should grow with you.

All too often, logos aren’t given the priority they deserve. But it pays to invest in a good logo, rather than regret your choice years down the road when a brand redesign will be costly and disruptive to your current marketing program.

We don’t take logo design lightly because we see the importance. Our designers put in the time it takes to keep up with current visual styles and techniques. (The goal here is not to follow trends, but rather to ensure designs are unique and not in danger of becoming quickly outdated.) We test our logos for various applications (letterhead, signage, print ads, and so on) to make sure they work correctly. And, of course, we give a lot of thought to the intangibles: Is the logo an accurate reflection of your brand values? Is it communicating the right ideas? Does the logo’s style match the brand or is there a disconnect? Is it distinctive?

Think of your logo as the foundation of your marketing. If you get the logo right, it’s a whole lot easier to build up the rest of your marketing campaign.

What, Exactly, Is This “Brand” Thing?

A colleague of mine and I were recently having “shop talk” over the weekend, discussing various marketing campaigns that we’ve developed over the past few years. The conversation eventually turned to the concept of branding.  We compared products that have a brand, those that don’t, attributes of a brand, etc.  As the dialogue become more and more abstract, my colleague finally said, “I mean, how are you supposed to explain to clients what makes a brand, when I have trouble explaining to myself?” (more…)