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This is a guest post by The Logo Centre, if you want to guest post on this blog, please contact us. I was recently sitting in an airport departure lounge waiting to catch my flight back to London and noticed the man sitting across from me was wearing a well fitting black polo shirt with a small logo and company name on the left side of the chest. Logos on clothing help put a face to a company, it makes the company seem real and you already feel a connection with the people running it, even if you’ve never actually spoken to them. If your online business is focused just on online marketing then you’re going to begin losing out to your competitors. Printing directly onto clothing is a popular option due to it being cheap and relatively easy. Also, don’t forget to consider the colour of the clothing, there are thousands of dyes to choose from, so make sure you don’t just print your logo on a white t-shirt, choose a base colour that reflects your business. Think about it like this; what are the advantages and disadvantages of wearing company branded clothing?
The Logo Centre is a leading supplier of high quality products, including hi vis clothing and embroidered company jackets. To that end, the new management team running Kraft Foods Group, led by CEO Tony Vernon, are launching a host of initiatives designed to revitalize or extend a huge cupboard full of Kraft-owned traditional brands including Oscar Mayer, Velveeta, Planters, Jell-o and the Kraft brand itself. Cool Whip has been trying to stir interest with a campaign that uses characters from Family Guy, an emerging co-branding platform, and has been expanded to new Cool Whip frosting. Kraft also hopes to get more mileage out of one of its most successful creations of a brand-new category in many years: Mio, a concentrated-liquid version of powdered drink mixes.
But VP of marketing Debra Berman and other Kraft Foods Group leaders will have to make a lot of progress before investors cozy up to the newly independent enterprise as they have to Mondelez, even as Rosenfeld’s corporate team aims to manage expectations. The attribution of human characteristics or personality traits to a brand as a way to achieve differentiation. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Companies are required to constantly reinvigorate themselves, reinvent their strategies, recalibrate their positioning, blow away their clients, and ward off competition. Differentiation shows how the product is better than the competition, what makes it special.
Clipping is a handy way to collect and organize the most important slides from a presentation. Towards the end of 2011, Interbrand released their list of the top 100 brands of the world. The folks over at the LogoFactory decided to analyze these brands from a logo design point of view. In regards to the color choices, it’s not too surprising to see that the colors red and blue were used in the majority of the logos. The fact that about 93% of the logo designs are relatively simple in form, is not a result of coincidence. Drama, intensity and change: 2010 is the Year of the Tiger and it is fitting that, so far, the year has been defined by a turbulent economy and dramatic world events. Look, telling us about the success of Tsingtao, Hai’er, Lenovo and the big banks is not exactly breaking news. Second, although we’ve established that most of the article is a retread, all would have been forgiven if Frampton had included a bit on the issue that everyone wants to know: how do Chinese brands get from Point A to Point B?


Is Frampton really saying that setting up more ATMs and offering online services is an example of brand building? I think Chinese companies will have to open up for hiring foreigners in large scale if they are to build global brands and I dont really see how that would happen anytime soon, neither for an electronics manufacturer from Guangdong or a giant company with strong connections to the state. The pillars of branding for a global company changes so fast now that a multitude of different cultural influences are necessary in order to grasp these pillars and utilize them on a global scale.
In an area full of people in business dress, this stood out to me, and while I was waiting to be called for boarding, I searched for the company online and had a browse of their website. Also, with the increasing popularity of online search and the easy access to internet enabled devices, all it takes is a few clicks to go from seeing a logo to being on a website.
Then, we moved to a stage where companies had their marketing budget split clearly into online and offline and the two sections never met. It is important to step away from the computer screen and embrace offline branding as a crucial part of moving forward.
However, the downside is that printed logos and text aren’t the best solution for long term wear, so if you just need clothes for a conference then great, if it’s regular work wear then it may be better to consider embroidery. If you only have one colour then it’s best to print or embroider your logo in white onto coloured clothing rather than the other way around. The disadvantages are a small set up cost and wearing clothes that perhaps aren’t the height of fashion. Well it turned out that their business was video production and that’s not something we’re looking to do right now, but I did spend a decent amount of time on their site, and it made me think about just how effective a logo is when it’s being worn. Kraft executives acknowledged this is an idea that might have been launched long ago as Jell-O pudding has lost ground to yogurt as a kids’ snack. The pocket-portable product was an internally generated employee innovation that became Kraft’s biggest launch in more than a decade last year and then hit more than $100 million in sales within a year. Blue is a commonly used business color because it’s been shown to convey trust and professionalism. Simple logos are unquestionably more versatile than their more intricate and detailed counterparts. I wanted to point out that there are a whole lot of other articles and papers out there on branding for Chinese companies that are just as lacking in substance, and these are unfortunately written by leaders of the advertising biz. It states the obvious, could have been written anytime in the last 15 years, and is not exactly eye catching. Frampton is of course right that China needs to move up the value chain, innovate and develop global brands, but there are two problems with this thesis.
When my old law firm helped to bring several Chinese companies into the International Trademark Association back in 2000, guess which companies we talked to? Just sounds like value-added services used to differentiate your core product from the competition. Chinese companies are not very good at building strong brands — fairly obvious, with a few exceptions.
Perhaps that wasn’t a traditional way to look at things here in the private sector because the long term was so uncertain.
Now, online is increasingly becoming part of our offline world, the divide has blurred, and offline branding is becoming increasingly important for online business.
Look at companies who go out and about, visit clients and suppliers and mingle in the real world, all these companies wear branded clothing.


For an online business it’s unlikely that you’ll always be wearing your branded clothing so printing may be perfect for you. Then the advantages – a potentially fantastic branding opportunity, local recognition and being able to proudly wear your favourite logo wherever you go!
It came across as subtle, I’d walked past countless billboards and signs, and heard dozens of advert announcements on my way to the departure lounge, but nothing intrigued me as much as the “I wonder what this man’s company does” moment that I had while waiting for my flight.
The list itself, is quite interesting, but equally intriguing are the similarities the logo designs of these top brands share.
While less simple logos may have their place (web only designs for example), most brands will benefit from having a relatively simple logo.
If you'd like to receive periodic updates to useful design resources and writings, subscribe to the newsletter. It suggested to me that the article would probably not tell me anything I didn’t already know, and this turned out to be the case. I had to check the Google machine, but it turns out that Frampton is correct; it is the year of the tiger, and it has been a volatile one thus far. It’s the only thing I wanted to know, and something that very few experts seem willing to talk about. For such factors to become pillars of a Chinese company’s branding efforts it would take a complete change of mindset. Far from being a dying art, the power of offline branding is taking a huge upturn and this trend is set to continue.
The team behind an online business also goes out and about, albeit not as much but this can still drive great brand awareness, particularly if you’re operating within a relatively local service area. On a serious note, additional exposure is good however you go about it, and passively telling people about your company by wearing the logo could just lead to your next big break.
Red is often associated with intensity, passion and strength…and has the benefit of being one of the more eye catching colors. These benefits can be explored further in my article: The key elements of good logo design. The logic here is that the economy is tough, so there is more competition, and therefore Chinese companies need to be better at marketing as they climb the value chain from cheap stuff to knowledge-based, innovative products.
The article isn’t bad, but the topic is old and there is nothing very useful in there.
Not just a business process mindset – but something deeply rooted into Chinese society.
01 we separate into two new companies — Kraft Foods Group and Mondelez International, Inc.
Both are still driven by our iconic brands, including KRAFT, Oscar Mayer, HALLS, NABISCO, Trident Gum and CADBURY.



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