According to the University of Amsterdam, human beings are able to recognize a logo and associate it to a product since the age of 3. Logos not only mirror company values, they also reflect the trend of times. It isn't a coincidence that the world's most valuable brands possess the most consistent, recognizable and memorable logos.
We are used to seeing them everyday, but do we know what they stand for? Here's an interesting infographic on famous logos and the meaning behind them.
* Special thanks to Jeremy D. Fernández for sharing this with us.
Nike's strategy is cemented on determination: the story of a hero's journey, emerging triumphant against the odds.
When it comes to human connection, what good is your brand if it doesn’t evoke an experience? Campaigns may come and go, but in today’s world, brands should strive to focus on creating memories. Experiences are part of the things people carry for the rest of their lives. Brands such as Nike, for instance, base their vision on elevating the experience of the athlete. Authenticity is a key aspect when it comes to creating a brand experience. Ask yourself, “Is there a real reason why the client is using the product at that particular moment?” Brands that will succeed in the future will harness this power and add the extra value to people’s life.
Media companies and brands are the same business: the business of telling stories that influence behavior and change minds. Understanding a consumer’s journey is key in order to leverage opportunities of having a voice during each step of the way. One way to approach brand stories is through the premise of having something interesting and creative to say. The news needs to be interesting enough to want to be shared.
It all starts with the user experience. After studying the consumer, think of what the person will take away from your brand and what this experience is translating into. What do you want people to think, to feel? Do people understand the story and what we’re conveying? Does the story adapt to the medium? And last, but not least, would people be compelled enough to want to share that information?
Digital platforms such as social media are excellent opportunities to ignite conversations revolving a product that often lead to one of the most powerful assets a brand could have: a community. Creating an environment suitable for user-generated content is the ideal scenario that not only provides a snapshot, but an ongoing story with people.
GoPro's Youtube channel features user-generated footage shot with their products, which has seduced viewers everywhere.
As a brand who creates stories worth sharing, what does it take for a person to want to share branded content? If you’re a brand and if you’re going to create content, you need a consumer centric approach that considers: the channels in which they consume content, the information they want to consume, a content that inspires credibility and that people might think their friends are going to like, and last, but not least, content that must add value.
We live in an age that demands constant reinvention. We can’t just do something and go “Phew, I’m glad that’s over.”
Marketing is all about reputation, a notion that CVS Pharmacy embraced when it surprised the world by banning the sale of cigarettes in their stores - a bold move that may hit their revenue by US$2 billion, only in the very first year.
When it comes to building a brand, you have to practice what you preach. Within the scope of a “health-oriented" positioning, selling products that can harm said health clearly goes in the opposite direction. Which is why we can't help but conclude: in order to build a great brand, you must put purpose beyond profit.
When it comes to brand building, there is more to color than meets the eye.
According to Webpagefx's article and infographic, "Psychology of Color: the meaning behind what we see", powerful psychological cues are triggered when we view different colors. Colors evoke emotions, moods and feelings. Nearly 85% of consumers name color as the primary reason that they purchase a particular product. 93% look at visual appearance when they buy a product and color improves comprehension, learning and readability. By analyzing how colors psychologically impact others, you can make branding and advertisement decisions that will allow you to reach your targeted audiences on a whole new level.
Bevil Conway, artist and neuroscientist, believes that certain hues may trigger and serve as channels to understanding the neural properties of emotion, making the science behind color a very powerful - and underdeveloped - craft.
In less than a month, the world of brands will come together for what is the biggest celebration in the industry of advertising. A place where everyone working in the field of communications - from agencies, to media specialists, to marketers - are inspired by a week of nothing but ideas. Or as Marcelo Serpa, Partner and Chief Creative Officer at AlmapBBDO once said: "Cannes is the worst enemy of indifference. It is here where we gather each year to share the only antidote we have for the indifference of consumers overloaded with information - ads, films and campaigns - creativity."
Here's a review of the campaigns that rocked the 2013 Cannes Lions:
Channel 4 - "Meet the Superhumans"
Agency: 4 Creative London | Country: UK
Awards and categories: Grand Prix in Film Craft | Gold in Film
Procter & Gamble - "Proud Sponsor of Moms"
Agency: Wieden + Kennedy, Portland | Country: USA
Awards and categories: Gold in Media | Gold in Titanium and Integrated Content
Intel - "The Beauty Inside"
Agency: Pereira & O'Dell | Country: USA
Awards and categories: Gold in Integrated Content and Cyber (Best Copywriting) | Grand Prix in Branded Content and Entertainment, Cyber and FIlm (Internet Series)
Nike - "Find your Greatness"
Agency: Wieden + Kennedy, Portland | Country: USA
Awards and categories: Titanium in Titanium & Integrated
Google + Hangouts - "Same Sex Marriages"
Agency: Ogilvy | Country: France
Awards and categories: Gold in PR
Dove - "Camera Shy"
Agency: Ogilvy + Mather, London | Country: UK
Awards and categories: Gold in Film
Samsung Life Insurance - "The Bridge of Life"
Agency: Cheil Worldwide | Country: South Korea
Awards and categories: Gold in Promo & Activation (Ambient) | Gold in Promo & Activation (Public Health and Safety) | Titanium in Titanium and Integrated
Leica - "Soul"
Agency: Saatchi & Saatchi | Country: Brazil
Awards and categories: Gold in Film Craft (Cinematography)
Coca-Cola - "Share a Coke"
Agency: Leo Burnett Chicago | Country: USA / India / Pakistan
Awards and categories: Gold in Creative Effectiveness | Creative Marketer of the Year
Getty Images - "Life Cuts"
Agency: AlmapBBDO | Country: Brazil
Awards and categories: Gold in Film Craft (Editing)
Dove - "Sketches"
Agency: Ogilvy Brazil | Country: Brazil
Awards and categories: Gold in Branded Content & Entertainment, Integrated Content, Cyber, Film, Media, PR (Social Media), PR (Integrated Campaign), Promo & Activation, Titanium & Integrated | Grand Prix in Titanium & Integrated
Metro - "Dumb Ways to Die"
Agency: McCann Melbourne | Country: Australia
Awards and categories: Gold in Branded Content & Entertainment (Music), Integrated Content, Cyber (Music Sound & Editing, Video, Viral Advertising, Online Video), Direct (Digital Marketing & Social Media, Public Health & Safety), Film Craft (Music), Film (Viral Film), Media, PR (Social Media), Promo & Activation (Social Media, Public Health & Safety) | Grand Prix in Direct, Film, PR, Radio, Titanium & Integrated