Brand design and integrated communication
Graphic design is truly a misunderstood profession. Many people are aware of what we create – logos, advertising, packaging, websites. But few comprehend the analysis, strategic thinking and decision making that empowers communication beyond decoration. Kudos and thanks to the Design Council UK for this brief primer on “What is graphic design”.
I was shocked when I opened the newspaper the other morning. There was an article and photo of one of my client’s products. It nicely showcased the package design I created for it so I was initially excited. But why did they show it twice? As I read the headline, surprise turned to horror. The product had been counterfeited. The photo illustrated the differences between the authentic product and the fake.
How was it introduced? It seems that genuine product was purchased and the counterfeit was returned to retailers for refunds. The knockoff was likely produced for a fraction of the cost of the original. The problem was that a great deal of the fake had been restocked and resold. A recall was issued immediately. Police are investigating.
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This post is about integrating social media in your marketing. It won’t get there immediately so skip ahead a bit if you like.
Recent events in my life have forced me change the way I do things, if only temporarily. Imagine eating a meal in total darkness. That was the challenge at O.NOIR restaurant where I attended a fundraiser for the blind. After a few empty forkfuls, we all had to cheat and use our fingers to find the food. It was a humbling and provocative experience I won’t soon forget. A few weeks later, I hit the ground running, literally and wound up with my arm in a sling. But I had work to do! I compensated by putting my iPad box in my lap for mousing and using my left hand only on the keyboard. It was awkward, painful and slow but manageable. You do what you have to do.
There will be circumstances in your life that force you to change
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The cobbler’s children have new shoes and I have new business cards…finally. If you aren’t familiar with the cobbler fable, it’s about a shoemaker who is so busy making shoes for his customers that he neglects the needs of his own children. The reference is often used when someone with a specific skill seems to ignore their own needs – a painter whose own home needs painting for instance. In my case, the designer without current business cards.
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This is Volkswagen’s Superbowl XLV ad entitled The Force. As I’m writing this, the video has been viewed almost 13 million times on YouTube. Crazy right! But what’s really crazy is that right now, the game is still a few hours away. That’s right! The commercial hasn’t even officially aired on television yet.
It’s a good commercial but not a great one in my opinion. And I’m partial to the brand. I’ve owned four VWs. So how has this video gone so wildly viral? Two reasons. One is because it includes a Star Wars reference. If you watch Big Bang Theory you probably know anything Star Wars has tremendous geek/nerd appeal. What group could be better for sharing your video on the internet. This cohort is likely the origin of the piece trending in social media. But this is where viral luck kicks in.
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I am a big proponent of cause marketing. I’ve produced some very successful campaigns. Every company should involve themselves with a cause. It is probably the greatest win-win endeavour in marketing. Of course the cause benefits from whatever compensation they receive from brand. But the brand also profits in both public perception and their bottom line. Studies have found that around 70% of consumers select a brand that supports a cause when choosing between otherwise equal products. But if you’re going to involve your company in cause marketing, do it right.
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When the iPad was introduced early last year, forecasters expected Apple would sell 4 million in the first year. By the end of September, 7 million had been sold. Yesterday, in Apple’s quarterly financial report they revealed they had sold over 7 million more. Market research firm iSuppli said it expects iPad shipments to increase to 36.5 million in 2011 and 50.4 million in 2012. But this post isn’t really about the iPad. It’s about Adobe Flash.
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You’d think in the aftermath of The Gap logo revision debacle that most major brands would reconsider tinkering with their brand identities. Enter Starbucks. Yesterday they unveiled a new version of their logo. Unlike The Gap, this new design is more evolution than revolution. All they’ve really done is removed the brand name and rings from around the siren symbol and change her colour from black to their iconic green. I know the graphic has been nuanced but that’s the essence of the change.
But many people hate change or see no need for it. Social media channels exploded with commentary within minutes of the public release. I got the impression that many were hoping for Gap II
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Novello del Veneto from Cantina di Negrar is a Vino Novello style wine – the Italian version of Beaujolais Nouveau. It was introduced at the LCBO in Ontario, Canada in 1999 with a label I designed featuring the Lion of San Marco, a symbol of power and prosperity in the Veneto region. Each year since, the wine has been released with packaging emblazoned with a new image of the lion. The designs often draw comments in the media and 3 are featured in the book Exploring Package Design. This year I created a complete archive in the Novello del Veneto Facebook group. You’re welcome to join.
The 2010 design is number 12 in the series. This design celebrates
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It’s always interesting to me to see the reaction to various pieces in my portfolio. Often that comes in a presentation one-on-one or to small groups. I also display my work on Flickr. Occasionally, I check to see what images are getting attention and recently got quite a surprise. The logo above was the most viewed image in my stream. I had to laugh. The reason? This was not the design selected by the client.
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