Archive for the ‘Mktg – Brandmarks & Logos’ Category

Turning around the turnaround: JC Penney goes back to the future …

May 15, 2013

In one svelte move, JC Penney launched near-total, point-by-point repudiation of ex-CEO Ron Johnson’s attempt to turn the retailer into a chain of Apple stores. 

 

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Let’s dissect this one …

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Huh: Home Depot using a cat to up its likability …

April 25, 2013

According to BrandChannei

“Richard the Cat, a.k.a., Pundit of People, remains Home Depot’s meme of choice as the brand welcomes spring some out-of-character humor.

The orange feline follows a human family as they pursue scores of DIY projects with questionable results and predictable mishaps.”

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“Everyone has elves, reindeer, Santa, but one of the biggest things followed in the social space is cats”

HD is taking a chance on the cat meme since the two are an odd pairing.

The Home Depot brand is authentic, innovative and attainable, while Richard’s cat-sona is sarcastic, superior and refined.

HD’s CMO says: “When I shared this with our leadership team, our CEO got it immediately.

We’re very lucky we have one of the hippest CEOs out there.”

Hmmm.

Here may be the rub for Home Depot …

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Nothing sacred: Wanna buy a (counterfeit) Pope Francis t-shirt?

March 18, 2013

According to brandchannel.com, “New Pope Means New Brand for Catholic Church”  …

While the white smoke billowed out into St. Peter’s Square and Pope Francis was introduced to the world

…  the Catholic Church’s legal team was busy behind the scenes protecting its intellectual property.

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The Catholic Church is as much a business as it is a religious beacon, and like any smart business, the Church protects its intellectual property.

Here’s how …

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Name game: Just call me Oscar …

February 27, 2013

The Academy Awards show hit a ratings high of 55 million in 1998, the year of Titanic, but have been on a decline ever since.

To attract younger viewers and to reverse the trend,  the Academy made two bold moves.

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OK, what was different this year?

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Brand dilution: Did Chris Rock inspire Maker’s Mark?

February 19, 2013

Marker’s Mark Bourbon may have made the single dumbest marketing decision ever.

They decided to stretch short supplies of Maker’s Mark by diluting it … by  literally adding water.

The company must have been inspired by either:

(a) millions of teenage boys who replenished  their dad’s whiskey bottle by adding water after taking a swig, or

(b) Chris Rock’s hilarious minute-long bit on ‘Tussin … which is guaranteed to make you chuckle.

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If you run out of ‘Tussin, no problem.

Just put some water in the bottle and shake it up.

Just like that … mo’ ‘Tussin  …  mo’ ‘Tussin

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OK, back to the Maker’s Mark story …

By now everybody has probably heard that Maker’s Mark bourbon got themselves into a bit of a mess.

The primary cause: runaway sales.

Why’s that a problem?

Well, bourbon whiskey takes a few years to age … and a couple of years ago, Maker’s Mark management bet the under on future demand and didn’t start enough MM flowing through the distilling process.

So, Maker’s Mark can’t meet the market demand.

They can ramp up production, but the new brew won’t be ready for 6 years.

So, what did the jabrones decide to do … and why is it a problem?

(more…)

Gotcha: How long is a Subway footlong?

January 22, 2013

Forget Nenghazi … here’s a scandal for you.

According to the UK Telegraph

An Australian teenager measured his Subway “foot-long” sub and find it was an inch short.

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The picture-is-worth-a-thousand words is buzzing the internet.

Subway’s  corporate responses (two of them) are classics …

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Yves Saint Laurent ditching classic logo … get ‘em while they last.

November 15, 2012

Punch line: YSL’s classic logo may soon be extinct, and customers are snapping it up while they can.

Industry experts speculate that this move will actually increase the value of the classic logo and create a vintage label for the brand.

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Excerpted from Business Week’s, “What Is The Deal With Yves Saint Laurent’s Logo?”

This week, thousands of shoppers braved rain and crowds for the annual Yves Saint Laurent sample sale.

Unlike in years past, this crowd was extra-jittery.

Since new creative director Hedi Slimane relabeled the brand “Saint Laurent Paris,” many of the fashion faithful have been worried that the company’s classic “YSL” logo will be replaced.

So shoppers are racing to snatch it up while they can.

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If the old logo is indeed an endangered species, does this mean that items bearing it will go up in value?

According to the Luxury Institute, the answer is affirmative.

“YSL is making the change in a surgical way,”. They will reinterpret the classics. So yes, the classics will sell for more with a certain group of people.

The brand’s renewal, announced this summer to some disappointment among consumers, has been hard to pinpoint:

The company told reporters that the fashion house is called “Yves Saint Laurent,” the ready-to-wear collection “Saint Laurent,” and the logo “Saint Laurent Paris.”

PPR Luxury Group (which owns the brand) is very customer-centric and is working to modernize the YSL brand and improve the in-store experience.

Still, “If you run away from your classic product or reinterpret your classics … too far away from the DNA of the brand, you will fail. Period.”

While luxury brands might try to appeal to younger consumers, “even younger consumers mature into wanting the classics of that luxury brand.”

Perhaps this is why Yves Saint Laurent hasn’t completely abandoned its old signature.

“The YSL logo, created by Cassandre in 1961, will remain intact,” though  it has not yet been determined how it will be used in the future.

Edit by BJP

Move over MJ … Nike’s ready with some Lin-kicks.

February 22, 2012

Punch line: Nike has jumped on the Lin band wagon and plans to release the Hyperfuse 2011 Linsanity PE.

Pretty catchy name, right?. 

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Excerpted from brandchannel.com, “With Jeremy Lin Shoe, Nike Seeks Linsane Asylum

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In case you hadn’t noticed, the world has gone nuts for New York Knicks point guard Jeremy Lin …

Now Nike is planning to give the people what they want: to be #Linning too.

According to ESPN Radio’s blog, the shoe manufacturer is “set to release the Nike Hyperfuse 2011 Linsanity PE,” a shoe that features New York Knick’s iconic orange and blue with ‘Lin’ written in script, “sweeping across the side of the heel” …

Lin’s new shoe isn’t likely to supplant the Air Jordan in Nike history, of course, but it’s hard to imagine what will happen if Lin keeps leading the Knicks to consecutive victories — and after the inevitable end to the hot streak …

Meanwhile, Lin’s brand keeps getting larger, and not just in the U.S.

Lin — who is the first American-born player in the NBA of Chinese or Taiwanese descent — now has more than 350,000 Twitter followers and, on the Chinese version, 750,000, according to the New Yorker. The publication notes that “last week, Lin rocketed to the number-one most searched item on Baidu, the Chinese search engine.”

Edit by KJM

Hit the trademark button: Linsanity™

February 21, 2012

NY Knicks sensation Jeremy Lin is going on offense to protect “Linsanity”.

Last week, he applied for trademark rights to Linsanity.

One of Lin’s attorneys confirmed: “We’re prepared to protect his intellectual property rights,” said Pam Deese at the Washington, D.C., law firm of Arent Fox. She declined to comment further

Lin paid a filing fee of $1,625 to cover use of the trademarked term on all manner of apparel, including underwear.

Here’s the rub: One of Lin’s high school basketball coaches reportedly bought the domain name Linsanity.com in 2010 and has been selling Lin branded merchandise including T-shirts that have similar blue and orange coloring like that of the Knicks’ uniforms..

According to the Huffington Post:

“The NBA is pursuing enforcement — in the US, China and other countries — to address the sale of counterfeit ‘Lin’ jerseys and other unauthorized merchandise using NBA intellectual property. We also are coordinating with Jeremy Lin’s representatives regarding their efforts to enforce against the unauthorized use of his name and image.”

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Have you noticed ?

July 15, 2011

Have you noticed the Homa Files fresh, new design?

After 3 years of using the stock WordPress design, I was nudged by family and friends to turn it up a notch.

Thanks to daughter-in-law Jess for the awesome new header … with clean lines, contempo colors and  a great image of the Key Bridge leading to Georgetown.

Be sure to notice that there are more information links on the home page … including click thru access to the Homa Notes on the 6 Ps of Marketing.

Onward and upward  …

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Ken gets a makeover … now, a“babe-magnet”

March 30, 2011

 Not me, silly …. Barbie’s “arm candy” in toyland.

I missed that Barbie dumped toy Ken in 2004, ending a 43 year relationship.  For the past 10 years, the jilted Ken toiled in obscurity.

Well, he’s back.

Mattel brokered a reconciliation between Ken and Barbie as part of its brand-marketing, sales-recovery strategy.

Ken’s remake has boosted the brand’s sales to $1.25 billion in 2010

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Excerpted from: BW Magazine, “Why Ken Is the New Babe-Magnet in Toyland”  February 10, 2011 BW Magazine

The world’s most famous plastic couple – Ken & Barbie — is getting back together.

Ken’shandlers revamped his image, giving him a Justin Bieberesque makeover complete with floppy locks, skinny jeans, and graphic T-shirt.

That landed Ken a scene-stealing part in Toy Story 3, restoring him to his previous status of pop culture icon.  The filmmakers cast Ken as a vain, leopard-print-wearing metrosexual. In one scene, Ken cries: “I’m not a girl’s toy.”

Ken now has his own Facebook page and Twitter feed (sample tweet: “Weekend Ken-fession: I may have knocked somebody over while walking and playing Madden on my iPhone this morning. My bad.”).

Beaming with confidence after his big-screen debut, Ken won his ex back with professions of love on big-city billboards and ads in Us Weekly. One message: “We may be plastic, but our love is real.”

Despite Ken’s breakout movie role and his growing ranks of Twitter followers, his future depends, as always, on the woman he loves.

He’ll stay in the spotlight “unless he does something to really upset Barbie.”

Hey, that handbag is a fake !

February 15, 2011

TakeAway: Counterfeit products, especially low quality versions can damage a brand’s reputation.

For pharmaceutical products, counterfeits can also be very dangerous.

There are some promising new solutions to thwart counterfeiters like the one described below.

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Excerpted from brandchannel, “New Tag Aims to Impede Chinese Counterfeiting,” by Barry Silverstein, February 2, 2011

Counterfeit branded products continue to plague legitimate marketers both on the street and online. Fueled by wary consumers seeking bargains and a global economy hampered by weak or non-existent intellectual property protection, phony goods skyrocketed last year, and this year will likely be no different.

Counterfeiting is a global problem, but it seems that China has developed a reputation as ground zero for fake brands. In China, counterfeiting is a black market industry that goes far beyond luxury brands, pervading virtually every product category.  …

Now the Leo Burnett ad agency thinks it may have the ultimate solution — the 1-TAG, a proprietary anti-counterfeiting application … which can be applied to a product during manufacturing and serve as “a signature authentication.”

With the 1-TAG, products “can be verified and authenticated at every stage of their manufacture and distribution, right through to the consumer.” The brand manufacturer can associate data to the tag code, including a product description, the manufacturing date, a product expiration date, and the product’s destination.

A salesperson or a consumer uses a standard mobile phone camera to “decode” the information via a free software application loaded on the phone. Burnett says the 1-TAG can be valuable for supply-chain inspections and to authenticate a product every step of the way. So the 1-TAG is both a behind-the-scenes product control mechanism, as well as something the consumer can use to protect herself against brand fakes.

The 1-TAG is currently in development and is likely to be tested in China soon. Burnett intends to market and sell 1-TAG beyond its own clients and potentially roll it out on a global basis. …

Edit by DMG

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This season’s latest trend: revamping your logo

February 11, 2011

TakeAway: Changing up your brand’s logo seems to be this seasons latest fad. 

But just because everybody’s doing it doesn’t mean you should, and especially not if you are removing the most iconic parts of your logo. 

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Excerpted from Brandchannel, “NBCUniversal new logo might be ‘the Gap logo’ of 2011” by Abe Sauer, January 27, 2011

Look, we know the economy is bad and times are tough and the future is unknown. And we know that a brand looks at its logo …and wonders if it’s doing everything it can, if it maybe isn’t doing enough. …

But seriously, would brands all stop destroying the most recognizable elements of themselves.

…And now we come to NBC Universal. Is it a passive aggressive move … to pluck the iconic peacock from the new corporate logo?

Or is America’s biggest cable operator’s belief t that it needs to downplay the NBC part of NBCUniversal — name? It surely understands the NBC peacock is one of the most identifiable logos in America, if not the world, right?

We appreciate that it’s Comcast acquiring NBC Universal, …And it’s a new owner’s house and they can gussy up the joint as they see fit.

But Comcast — and Burke — are cable operators not known for their branding, naming (Xfinity?) or design savvy. NBCU, on the other hand, is home to some of the smartest branders on the planet, particularly on the cable networks’ side. Which would you rather do the redecorating in your house?

Also, what’s with running it all together into one word? Just try to pronounce how it looks. Do it, try. “NBCUniversal.”

This rebranding … celebrates the rich and dynamic content, a meeting of brands — so why would Comcast want new toy to be so…. blah? no vibrancy? no color? so… undistinguishable?

 

 

Edit by HH

 

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Messing with my brand … How dare you !

January 24, 2011

TakeAway: While some consumers balk at logo changes for aesthetic reasons, others react due to an emotional connection companies wanted to create in the first place. Companies involve consumers in what used to be regarded as internal corporate operations. Sometimes, you get what you ask for.

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Excerpted from The Economist, “Logoland: Why consumers balk at companies’ efforts to rebrand themselves” By Schumpeter, January 13, 2011

Starbucks wants to join the small club of companies that are so recognizable they can rely on nothing but a symbol: Nike and its swoosh; McDonald’s and its golden arches; Playboy and its bunny; Apple and its apple.

The danger is that it will join the much larger class of companies that have tried to change their logos only to be forced to backtrack by an electronic lynch mob.

The people who spend their lives creating new logos and brand names have a peculiar weakness for management drivel. Marka Hansen, Gap’s president for North America, defended the firm’s new logo (three letters and a little blue square) with a lot of guff about “our journey to make Gap more relevant to our customers”. The Arnell Group explained its $1m redesign of Pepsi’s logo with references to the “golden ratio” and “gravitational pull”, arguing that “going back-to-the-roots moves the brand forward as it changes the trajectory of the future”.

People have a passionate attachment to some brands. They do not merely buy clothes at Gap or coffee at Starbucks, but consider themselves to belong to “communities” defined by what they consume. A second reason is that the more choices people have, the more they seem to value the familiar.

The debate about logos reveals something interesting about power as well as passion. Much of the rage in the blogosphere is driven by a sense that “they” (the corporate stiffs) have changed something without consulting “us” (the people who really matter). This partly reflects a hunch that consumers have more power in an increasingly crowded market for goods. But it also reflects the sense that brands belong to everyone, not just to the corporations that nominally control them.

Edit by AMW

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Full Article:
http://www.economist.com/node/17900472?story_id=17900472&fsrc=rss&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+economist%2Ffull_print_edition+%28The+Economist%3A+Full+print+edition%29
 
 

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First, it was the artist formerly known as Prince. Now, it’s …

January 12, 2011

STARBUCKS !

Remember when Prince decided to chuck his name and start going by a symbol ? Many folks thought it a bizarre move.

Apparently Starbucks thought it was a stroke of brilliance.

The Seattle-based coffee giant unveiled a simpler logo (below) that no longer includes the green circle that says “Starbucks coffee.” The iconic mermaid inside the circle is now larger

The company says the move is preparatory to it becoming more of a consumer packaged-goods company.

“Even though we have been and always will be a coffee company and retailer, it’s possible we’ll have other products with our name on it and no coffee in it.”

Already, the move has generated some backlash.

Some folks have accused the company of arrogance for losing their name … others think the mermaid is sexist or sexy – a blade that cuts 2 ways.

[0105starbucks]

http://online.wsj.com/article/SB10001424052748704405704576063940765196656.html?mod=WSJ_hp_MIDDLENexttoWhatsNewsThird

Don’t call me ‘Chevy’ … my name is Chevrolet

June 15, 2010

GM thinks the name Chevy causes brand confusion – that some dolts don’t know it’s short for Chevrolet.

I guess that these guys have never ordered a Coke — a.k.a. Coca-Cola.

Talk about swimming upstream … unnecessarily. 

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CNNMoney.com: GM dumps Chevy for Chevrolet, June 10, 2010

General Motors has banned the use of the Chevy name in all of its corporate communications.

From now on, the bow-tie brand will go by its proper name, Chevrolet.

It’s OK if you still call your car a Chevy. It’s just that GM won’t.

According to GM:  the use of two different names for one car brand — Chevy and Chevrolet — can cause confusion abroad.

While Chevy is a popular nickname for the brand in the U.S. and Canada, it’s not used in any of the other 130 or so countries where the brand is sold.

Customers in other countries who want to learn more about Chevrolet and come across the name Chevy on a U.S.-based Web site might think it refers to a separate brand.

A memo that was sent out to GM employees even asked them not to use the Chevy name in conversation. However, the ban on speaking the two-syllable word won’t be strictly enforced.

Existing advertising and corporate communications won’t be changed, he added, but the rule will be enforced in any materials produced from here on out.

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Founded in 1911 as the Chevrolet Motor Co., Chevrolet was named for founding partner Louis Chevrolet, an early race car driver.

Full article:
http://money.cnn.com/2010/06/10/autos/gm_no_chevy/

Memo to Playboy: Even a bunny knows when to stop …

April 9, 2010

TakeAway:  Playboy’s loyal collectors have followed the brand for decades and some have even dedicated entire wings of their houses to Playboy paraphernalia.

So, you know something has gone really wrong when these loyalists complain about Playboy’s latest category extensions. 

Though it is better to get consumers to switch within a brand franchise, it appears that Playboy has gone beyond the loyalists perceptions of fit.  Maybe Playboy executives need to step back and reacquaint themselves with the loyalists associations to and beliefs about the brand.   

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Excerpted from WSJ, “As Playboy Bunny Logo Multiplies, Collectors Are Barely Interested in It,” By Russell Adams, April 5, 2010

Over the past nine months, Playboy has turned its bunny loose, slapping its famous logo on a tanning spray, a disposable lighter, a mattress, a couch and a line of drinks designed to boost the libido.

The new Playboy paraphernalia should be welcome news for Ken Ritchie, who has a wing on his house precisely to hold stuff like this.

Ken has spent most of his adult life collecting and selling Playboy merchandise. For about a decade, he was spending $3,000 a month on paraphernalia … But Mr. Ritchie turns up his nose at what Playboy is selling now.

“These are a lot of silly things that have no connection with Playboy,” Mr. Ritchie says. “How many guys do you think are going to go out and buy navel rings because they’ve been licensed by Playboy? It’s not a must-have item.”

Playboy launched more than a magazine when it put Marilyn Monroe on its inaugural issue in 1953. It created a brand that came to represent a rebel ethos … Over the years Playboy Enterprises has capitalized on it by attaching its logo to nightclubs, cuff links and other trinkets.

As advertising has drained from its magazine, Playboy has come to rely more heavily on its licensing efforts. That’s rankled some core fans, highlighting the delicate task facing Playboy and other struggling magazine companies: how to capitalize on their brands without diminishing their value in the eyes of the people who cherish—and in some cases profit from—them most …

Playboy has been licensing its brand on an array of seemingly random products for decades … However Playboy has sought to usher the brand up-market during the last 20 years … canceled licensing contracts with makers of items such as fuzzy dice and air fresheners and instead targeted high-end apparel and accessories for women.

Playboy’s new CEO … is shifting gears, making expansion of licensing a priority. “I think we might have been a bit more conservative about category expansion previously” …

The CEO acknowledges that it is difficult to expand the high-margin licensing business and please hard-core collectors at the same time. The ubiquity that fuels strong sales is precisely what turns off collectors …

Still, the CEO says Playboy takes pains to determine whether new products will sully its media properties or other products. “So far, we can’t point to an example of a product we’ve licensed that we regret,” …

In February, Playboy reached a deal to outsource its licensing business in Asia, where Playboy-branded apparel has become especially popular among young women.

That doesn’t sit well with male collectors … they are reluctant to put on a Playboy shirt given the growing popularity of Playboy apparel among women. “Now it’s almost too feminine to wear something like that,” …

Edit by TJS

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Full Article
http://online.wsj.com/article/SB10001424052748703447104575118051700987106.html

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A rose by any other name … Comcast rebrands as Xfinity

April 2, 2010

TakeAwayThe Comcast cable guy and his truck are getting a new look.

With a reputation for poor service and network problems decided a new name might make people forget.

We’ll see.

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Excerpted from Philly.com, “Comcast unveils new brand name and logo,” By Bob Fernandez, February 4, 2010

Comcast  re-branded its TV, Internet, and telephone services as Xfinity  to signal to customers that this isn’t the same old company.

Comcast will remain as the corporate name, but the company will emphasize Xfinity in advertisements and on 24,000 service trucks and thousands of employee uniforms.

The new brand name first appeared in Comcast ads, around the time of the Winter Olympics, in Philadelphia and 10 other markets.

“This is a pretty big moment where we are upgrading every product area … the new name communicates Comcast’s constant product upgrades and innovation.”

The new brand name … will appear eventually as a logo on the Comcast TV guide and Web sites, and will also appear on customer bills under headings for different services …

Xfinity seems to position the company to compete with Verizon, which markets its TV and Internet services as FiOS, and AT&T, which uses U-verse …

This re-branding comes as Comcast has struggled to rebuild its reputation because of poor service and problems with its network that resulted in telephone and Internet outages. Its customer-satisfaction rating is among the lowest in the industry, but it has improved slightly in the last year.

Comcast spokeswoman said the re-branding was not an attempt to distance the service from the Comcast name. “This is about our product. It is about providing our customers with products that just keep getting better” …

Comcast tried to keep more customers happy by limiting its cable rate increases to 6.9 million subscribers in late 2009 compared with 16.2 million customers in the fourth quarter of 2008 …

Comcast has been on a tear by boosting its Internet speeds, offering more TV channels as a result of its digital transition, and is adding features to its new phone service …

Edit by TJS

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Full Article
http://www.philly.com/philly/business/83522972.html

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Some U.S. chocoholics tell Cadbury to “kiss” off … here’s why.

October 12, 2009

TakeAway:  Gasp! Cadbury chocolate sold in the U.S. is not actually Cadbury chocolate…it’s a variation of Hershey’s chocolate!! 

In a highly competitive industry where brand equity and loyalty is so important, it seems a risky business decision to change the formula of your most prized asset – your chocolate. 

A key pillar of consumer loyalty is based in the consistency of the product experience, no matter the time or the place. 

Given the volume of consumer traffic between the U.K. and the U.S., did Cadbury’s think that consumers would not notice the difference in the taste of its famous chocolate? 

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Excerpted from WSJ, “What’s in a Name? Not Much for These Fans of Imported Cadbury,” By Joe Barrett and Timothy Martin, September 14, 2009

When Gayle Green has a craving for chocolate … she drives 45 minutes to … stock up on Cadbury chocolates imported from the U.K. …  Ms. Greene could buy American-made Cadbury bars at a grocery store just a few minutes from her house … she wants nothing to do with the stuff made in the U.S. … she says, “You might as well eat a Hershey bar.” …

Some U.S. fans of Cadbury are determined to snub the Americanized version of the chocolate, which is made under license by Hershey Co. … Like Coca-Cola lovers who swear the Mexican-made version of the soda tastes better, hardcore Cadbury fans spend plenty of time in hot chocolate pursuit. They scour the Internet, pester family and friends visiting Europe, and seek out specialty British and Irish stores to get their fix of imported caramel-filled Curly Wurlys … consumers say though the U.S. candy bar’s label looks virtually identical to the U.K. version, the U.K.-made bars are “silkier, smoother and they don’t leave an aftertaste.” …

A Cadbury spokesman said, “Consumer tastes and preferences differ in each market, and accordingly the products sold in different markets vary.” … Hershey has occasionally sent legal notices to stop U.S. shops from selling British-made Cadbury products. Still, the imports can be readily found in many cities. …

Edit By TJS

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Full Article
http://online.wsj.com/article/SB125288517883707275.html

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Soften your hard edges … with an empathic logo

March 16, 2009

Excerpted from Brandweek, “Grim Times Prompt More Upbeat Logos” By Todd Wasserman, Feb 21, 2009

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As the economy gets uglier, logos are getting prettier. The stolid, angular look of visual trademarks like IBM’s and Bank of America are being supplanted by ones that sport softer, more approachable fonts; multiple colors and natural, child-like symbols.

The latest example of the trend is Kraft. While the food giant’s previous visual treatment was a red, white and blue hexagon, the new one, which the company introduced with great fanfare last week, is in lower-case and sports yellow, green, purple, blue and orange as well …

Designers have a name for the trend: The Google Effect. Many say that Google’s multicolor design and the company’s willingness to tweak its logo for holidays and such have been widely influential.

Ruth Kedar, the woman who designed Google’s logo, agrees … While acknowledging that Google wasn’t the first to tweak its logo … she said the notion was still an anathema to most companies until recently. “The idea that you could modify a brand and play with it was kind of a radical change in branding, going way out of the corporate ID manual” …

Indeed, the Google Effect in this case may have a triple meaning—Google’s introduction of an era of more transparent corporate images and the advancement of the Internet as a medium to showcase logos are also influences. Years ago, logos were designed to be seen on buildings and trucks, but now the primary forum is the Internet where “color restrictions aren’t as much of an issue” …

In regard to transparency, Mike Mitchell, a Kraft rep, said that the company’s new logo is a manifestation of a bottom-up change at the company. The visual treatment, he said, is designed to convey Kraft’s new mantra: “Make today delicious.” It symbolically represents various Kraft products. The triangle shape “is invocative of pizza,” he said.

Most consumers won’t catch those references but instead will walk away with a more positive feeling about the company, said Mitchell.

Cal McAllister, co-founder of Wexly School for Girls, a design firm … said the new logos are a reflection of a desire to at least appear more approachable and transparent. “Everyone is working off the same brief,” he said. “They say, ‘Give me something natural, like a sun or a flower,’ or ‘Make it soft and make it seem friendly …”

Since such sentiment is based on consumer research, McAllister speculated that the gloomy times may be prompting consumers to gravitate to such imagery.

“Because we’re in a tough time and people are getting laid off, I think there’s a subconscious desire to take you back to when you weren’t worried about things like that, which is why we’re seeing these almost hand-drawn logos … And when you see a logo that’s boxy and the edges are hard and sharp, and the company just laid off 10,000 people, you get mad at them. But if it’s a watercolory rounded logo, you feel kind of sorry for them” …

Edit by SAC

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Full Article:
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i6c21c5456af55219d01b2ee3650498cf

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