What goes wrong in branding and how do you make branding work for your company. Dean Logan shares his case studies and tips.
Dean Logan is the Founder + CEO of FOUNDATION – a marketing consultancy for technology and technology-related organizations that need to position and brand their product or service. Graduate of the Ringling School of Art & Design with over 25 years experience as an Art Director/Graphic Designer in consumer and B2B marketing. Past clients include Lenovo, IBM, GE, RCA, Visa, Harrah’s Entertainment, Gaylord Hotels, Wyndham Hotels & Resorts, Dollar Tree, Visa, Wells Fargo, BB&T, American Red Cross, PPD, Quintiles, Shire, Merck and Novartis.
Think Like A Journalist Quote
“Authenticity, honesty, and personal voice underlie much of what’s successful on the Web.” –Rick Levine
“A brand is how a person feels when they see and hear a company name.”
Hear how Dean successfully convinced the agency he worked for to make an important change that focused on its core value proposition to its customers which helped the business grow.
When It Didn’t Work!
Dean learned why you must take the process in a logical order. Find out what went wrong when the branding headline campaign got completely switched last minute.
Make Branding Work For Your Company
Be clear and simple.
Don’t rebrand just for the sake of rebranding
Make your logo design simplistic but not overly simplified.
Don’t ask your logo to do to much heavy lifting… a mark will never convey everything about a brand.
Ask what your customers want from you and then deliver it.
What do you want your customers to expect from you?
One book, documentary, or Internet Channel to watch?
Meaningful: The Story Of Ideas That Fly
Mentioned In This Episode
The new logo retains the rainbow of colors but sheds the grownup curlicues: it now evokes children’s refrigerator magnets, McDonald’s French fries, Comic Sans. Google took something we trusted and filed off its dignity.
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