2012 Brand Marketing Recap – 34 Brand Stories That Got People Talking

December 21, 2012

calendar image 2012 Brand Marketing Recap   34 Brand Stories That Got People TalkingWhat brand marketing tactics were hot in 2012 and which were not? Which brands were doing cool things in 2012 and what trends changed the way brands are marketed?

These questions and more have been answered over the past 12 months here on Corporate Eye, and now, it’s time to recap some of the most interesting brand marketing stories of 2012.

Follow the links below to read about brand marketing stories that got people looking, listening, sharing, and talking in 2012.

Hot Brand Marketing Stories of 2012

Brands Doing Interesting Things in 2012

Brand Identity Work in 2012

Brand Marketing Infographics

What do you think were the most interesting brand marketing stories of 2012?

Image: Felipe Wiecheteck

Quantifying and Visualizing Logo Trends

July 26, 2012

color samples Quantifying and Visualizing Logo TrendsThinking of using a leaf in your brand’s new logo design? You might want to think twice about that decision, because it’s not unique. That’s according to data from the U.S. Patent and Trademark Office as analyzed in James I. Bowie’s new blog, Emblemetric, which uses quantitative analysis from USPTO data to decipher and report logo design trends.

Nearly 3.8% of logos use a leaf in their designs (that includes generic leaves only, not specific types of leaves such as maple leaves or elm leaves). The trend of using leaves in logo design picked up steam in 2000, and today, leaves are considered a visual shorthand of an eco-friendly brand message. However, the use of leaves in logo design is even more popular in specific industries such as agriculture, chemicals, pharmaceuticals, and beverages (approximately 10%-13% of logos in these industries use leaves in their logos). Even the advertising industry is above average in its use of leaves in their own logos (approximately 4%).

Bowie also researched the use of color in logo design. He found that most logos include the colors blue, red, or green. Red took the top spot in the beverages and hospitality industries while blue is most popular in the chemicals, insurance, medical, and pharmaceutical industries.

More interested in the geography of logo trademarks? Bowie has analyzed that, too. He wanted to learn if logos differ based on the location of the companies and organizations they represent, and his research found the following geographic breakdown of U.S. logo trademark share:

  • West = 23.5%
  • East = 21.6%
  • South = 20.3%
  • Non-U.S. = 18.1%
  • Midwest = 16.5%

Bowie found that logos in the west are far more likely to use basketballs than any other region while logos in the east are more likely to use marijuana plants and surfboards. In the south, logos are more likely to include tobacco leaves, and logos in the midwest are more likely to include corn stalks. Foreign logos are more likely to include alcohol bottle labels than in any U.S. region. You can get all the details about these logo color trends by region here.

So far, Bowie’s blog is interesting and entertaining. I’m patiently waiting for the swoosh and circle analyses – two of the most overused elements in logo design, in my opinion. What trend in logo design is most intriguing to you? Leave a comment and share your opinion.

Image: Joanna Kopik

Google Breaks Web 2.0 Logo Design Trend with New Chrome Logo

March 19, 2011

Over the past decade, more and more companies have been investing in logo redesigns in order to create logos that seems more modern and digital. The glossy, 3-dimensional redesigns have been called the Web 2.0 logo redesign trend. However, that trend might be coming to an end if a new design for Google’s Chrome brand is a sign of things to come.

chrome logo old and new Google Breaks Web 2.0 Logo Design Trend with New Chrome Logo

The Brand New reports that the new logo was first sighted on Google’s Chromium site earlier this year. It’s expected that the logo will eventually make it’s way to other Chrome-branded sites, services, and products.

The highly-stylized Web 2.0 Chrome logo debuted when Google’s web browser was launched in 2008. Two sides of the new Chrome logo debate are forming. One side likes the change to the simply style and matte colors, while the other thinks the new logo is a step backwards.

I have to admit that I’m on the side of this debate that prefers the new, simpler design, and it performs slightly better in a one-color test. I’ve never been a fan of the Web 2.0 logo redesign trend, so my curiosity was piqued when I heard about this new Chrome logo. However, it still includes shading and color use that implies the 3-D, Web 2.0 trend. In other words, Google couldn’t completely get away from the Web 2.0 logo design trend in this new attempt.

It will be interesting to see if Google goes through with rolling out this new logo. And if Google does replace its Web 2.0 Chrome logo design with a simpler version, will it be the first in a new logo design trend? Will other brands ditch the Web 2.0 glitz, too?

Only time will tell. What do you think of the Web 2.0, 3-dimensional logo design trend? Love it? Hate it? Has it run its course? Leave a comment and share your thoughts.

20 Must-Read Branding Articles of 2010

December 20, 2010

2010 calendar 20 Must Read Branding Articles of 20102010 has nearly reached its end, so it seems to be an appropriate time for a 2010 branding recap. Following are links to 20 must-read branding articles that I published here on the Corporate Eye blog in 2010.  You can use the concepts, trends, and theories discussed in these articles as you develop your marketing and branding strategies for 2011.  Note — this list is in no particular order.

  1. 5 Tips for Branding Success
  2. Are All Brands Global in the 21st Century?
  3. The Ultimate Brand Champion – Hugh Hefner of Playboy
  4. Are You Talking to the Right People About Your Brand Online?
  5. Branding from Within – The Importance of Internal Brand Building
  6. 2010 – The Year of Brand Transparency, Honesty and Trust
  7. The Oprah Effect
  8. 10 Brand Stories that Made Headlines in 2010
  9. The Importance of Internal Brand Advocates
  10. 10 Big Buzz Brands of 2010 for American Consumers
  11. How Customer Service Affects a Brand
  12. Brand Confusion Always Benefits the Category Leader
  13. Branded YouTube Channels to Benchmark
  14. Brand Museums and Factories Become Popular Tourist Destinations
  15. 5 Rebranding Mistakes to Avoid No Matter What
  16. Tiffany – Brand Longevity in a Blue Box
  17. 5 Corporate Brands that Know How to Merchandise
  18. Calculating the Value of Facebook Fans
  19. Put Your Brand Through the One-Color Test
  20. Consumers Want Incentives from Brands to Become and Stay Fans

Image: stock.xchng

2010 – The Year of Brand Transparency, Honesty and Trust

February 1, 2010

brand honesty 2010   The Year of Brand Transparency, Honesty and TrustEarlier this month, I wrote an article that was published on Entrepreneur.com where I listed 10 marketing trends for 2010.  The top trend on that list was transparency and trust (which includes honesty), and that trend should define 2010 for brand strategy.

The question is – will companies actually follow the trend like they should?  Some will, but unfortunately, more will probably not.

So why are transparency, honesty and trust so important for brands in 2010?

It’s simple.  Consumers aren’t naive anymore.  There was a time when consumers believed the marketing messages in ads.  There was also a time when many people believed in political propaganda, but thankfully, with advances in communications and technology, more people than ever can see through those skewed messages.  The same holds true with advertising claims.

Banks have collapsed, economies are faltering or failing, auto manufacturers took multi-billion dollar bailout packages, and many consumers have lost their last hopes that the pie-in-the-sky claims made in ads are even remotely true.

And that’s why transparency, honesty and trust are so important for brands in 2010.  Give people something to believe in.  Create expectations for your brand in consumers’ minds that they can believe and rely on.  Then, deliver on those expectations every time and in every customer interaction.

Make them believe in your brand through truth, not veiled propaganda.

Yes, I’m a copywriter and I’m saying this.  It might seem like a contradiction to say I’m a copywriter and promote a brand strategy of transparency, honesty and trust in 2010.  However, successful copywriters, brand managers, and marketers understand that the world has changed thanks to communications and technological advancements like Twitter, social networking, online video, and more.  Brands that stretch the truth are called out faster than ever and word of a brand’s dishonesty will spread faster and farther than you can imagine.

Of course, there are exceptions to every rule, and you need to analyze your brand, audience, competition, and so on before you modify your own brand strategy for 2010.

In fact, that’s a great area for discussion here on the Corporate Eye blog.  What brands, industries, categories, etc. would fare better to avoid embracing the transparency, honesty and trust trend?  Can you think of any?  Leave a comment and share your thoughts.

Image: Flickr

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