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Companies have always been keen on their branding, as a result company logos play a vital role for being popular around the world. Enrich yourself with this detailed tutorial where you can combine Adobe Illustrator and Adobe Photoshop to produce great looking art work.
Design Developers posted a link in the recent times that I thought which could be pretty relative to all designer guys. 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. 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.
If you think branding is only for big companies, this might surprise you: Big companies don’t brand very well.
That’s what one of the top thinkers in branding has to say about the life insurance business. Their book, Positioning, took off after it was published in 1981, eventually selling more than a million copies. In this conversation with InsuranceNewsNet Publisher Paul Feldman, Al reveals how insurance agents and advisors can learn lessons from the branding mistakes big companies make and how they can win against far bigger competitors.
FELDMAN: Many of our readers feel that their business is too small to worry about their brand. RIES: The first thing to know about a brand is that just because it’s well-known doesn’t necessarily mean it’s powerful. People think marketing is all about getting famous, when it’s really about owning something in the mind of your clients and prospects.
So, first of all, the person who wants to build a life insurance business has to build a brand.
That’s a very difficult thing for most people to get because, generally speaking, people want to broaden. FELDMAN: When you’re creating that type of a brand, should it say how you’re serving the market, or should it just say, “Hey, I sell life insurance!”? We picked the name Everest because we used the words “ever rest” as a symbol for dying, and then put them together and used the mountain, Everest, as the symbol for the company, Everest Funeral Concierge Service. But that’s a very good example of how you can build a very big business by doing what seems to be exactly the opposite of what others in the market are doing, and narrowing the focus on something.
You don’t become whatever kind of insurance you want, which is what a lot of insurance agents do. Sun Life wasn’t first in annuities, but it was the first brand of annuity that people knew about. They tend to focus on being better, but that’s very difficult, because people are skeptical.
Would you believe that there were more than a thousand – a thousand – energy drink brands launched in the American market after the introduction of Red Bull?
But Monster went out there and did exactly the opposite, and now Monster has 35 percent of the market. FELDMAN: Another one of your rules, The Law of Advertising, says that once you get to be a brand leader, it’s important to advertise. RIES: When you get to be the leader, the thing that keeps you in front is advertising that keeps the competitor silent. RIES: The important thing for an insurance agent is to conduct public relations on a local level. We’ve done business with real estate agents, and they’re building their businesses by producing articles for local audiences on how to buy a house and how to look for a good mortgage. My daughter Laura’s been doing a lot of TV for CNN and a couple of other channels, and that’s been helping build our brand. RIES: PR and advertising are problems for an entrepreneur, because you really need expertise to do a good job of either. I would hire a PR person maybe on a monthly basis, even just an hour a month, to help develop a PR strategy or an idea. People laugh at advertising when they see companies spending $4 million on a Super Bowl spot. A small, service-oriented life insurance organization should probably not use advertising at all.
Life insurance agents have to get out in the community in some way, maybe even in areas not connected with insurance, so people see that the agents have something to contribute to the community.
FELDMAN: It seems like most of the visuals in the life insurance and annuity industry are retired couples walking on the beach. RIES: The flip side of this is that a lot of companies try to use visuals to say something.
But there’s something different about a Marlboro cowboy and a Coca-Cola bottle and that type of visual. They could have said, “This is the performance machine – the ultimate performance machine.” But you can’t visualize a word like performance.
So what made the BMW brand famous were the commercials showing happy owners driving their BMWs around winding roads, and ending with “the ultimate driving machine.” So the purpose of the visual isn’t just to associate the brand with the visual. So to get the word in the mind, they picked a duck, and that’s the sort of thinking that you need to do to come up with a good visual. RIES: The most important thing about being successful today is having good ideas to start with and then developing marketing programs that exploit the idea. This is why I think this is such a great country for entrepreneurs, because the big companies are just stuck in the mud.
You would think that NBC or CBS or The New York Times would be communication experts and that when the Internet came out, they would dominate it. But that was the idea that built the brand, and then the bird, and the words “tweet” and “twitter” kind of symbolized the bird, sending very short messages. 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. If you visit the Yahoo Developer Network site, you will be able to download a PDF which can be opened in Adobe Illustrator and Adobe Photoshop that has some of the elements for the iPhone. 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. 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. Al Ries has been in the branding business for more than 40 years, first rising to prominence in 1972 with articles in Advertising Age on a new concept called “Positioning” written with his co-author, Jack Trout. Since then, they have written Marketing Warfare, Bottom-Up Marketing, Horse Sense and The 22 Immutable Laws of Marketing. But they go about it trying to think of ways they can get their name out in the community, instead of saying, “What do I stand for? Now they have more than 20 million subscribers, mostly through their life insurance companies. One of the reasons is that the companies themselves haven’t done a very good job in building their brands. In the same sense that USAA might not have been the first company to market to the military, but it’s the first company that military people knew about. For example, Red Bull was the first energy drink, and Red Bull today is certainly successful. So you can build a name for yourself locally using PR and, if you’re good at it, get onto radio, television, and so forth. You don’t need to hire a PR company to do massive PR programs, but maybe more a question of just getting advice and counsel once in a while about what things you should do, and what you should focus on, and things of that sort.
PR builds credentials when people see your name in a newspaper, even a local paper, as an expert in life insurance.
When you have a product that’s invisible, like life insurance, it can be very helpful to develop a visual associated with the brand. The headlines said we’re great on gas, we’re easy to drive, we’ve got performance, we’ve got this, we’ve got that.
It’s to communicate a word, like driving, and associate it with the brand: masculinity with Marlboro, the authentic cola with Coca-Cola and so forth.
I would say their association – the blimp and MetLife – is well in the 90 percent range, which is astounding, actually.
You have to figure out what word it is that you want to own, and then develop a visual that communicates the verbal. It’s just like a doctor can’t save somebody who’s unsavable, but a good doctor can do a very good job of healing the patient if the conditions are right. Did they launch brands like Facebook, Twitter, Instagram, Google, Zappos, Amazon and so on? That’s the word from Jeffrey Hayzlett, who bought and sold 250 companies on his way to reaching the top of the corporate ladder. 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.
All world famous brands have changed over the times and maintained the success path for years and the names are being engraved in human minds.
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.
They have helped many of the world’s largest corporations – such as Disney, Ford and H&R Block – to refocus on their branding. It creates in the mind of the prospect the perception that there is no product or service on the market quite like yours. When a subscriber to this service dies, the company handles the details of the funeral, because the worst time of all for a family to plan a funeral is when somebody dies. Fundamentally, buying life insurance is a personal, one-to-one thing, where the agent sits down with you. I know the guy we work with – Steinberg – but I mean as far as the name of the company is concerned, he could call himself New York City Accounting Inc.
You can’t walk in a restaurant or a store or anything without the entrepreneur claiming, “Hey, do business with us. So they tend to think that once they’ve achieved a leadership position – Heinz in ketchup, Hellman’s in mayonnaise, Kleenex in tissue and so forth – that it’s theirs forever, and therefore they spend their money on something new and different. You pay a small amount of sales revenue to guarantee that you’re not going to lose your leadership. And then try to think of how you can use that expertise to build your brand, so people know your name and know what you stand for. Not advertising, yet, because it’s almost impossible for a small entrepreneurial organization to use advertising effectively. They spend money on these little ads in these little newspapers once in a while, when they should be talking to the local PR person. If you run an automobile ad, you can show a picture of a Mercedes or a Lexus or whatever, and people can “get” it.
Aflac’s brand recognition was 10 percent before they launched the advertising campaign with the duck.
You may have noticed that Coca-Cola in its advertising today is almost 100 percent focused on that old bottle. That’s the visual – babies – but you see that the verbal they’re trying to get across is it’s so easy to use that a baby could do it. I have worked with big companies that have a list of 20 products that they’re thinking about introducing.
The results don’t tend to be very good because big companies in particular are very rigid in that marketing. Were any of those Internet brands launched by The New York Times, The Wall Street Journal, The Washington Post or Time or ABC, NBC, CBS or any of the big communications companies?
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.
I tried showing some of the popular brands who have changed there identity over the years, still being very popular and renowned. 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.
And you tend to buy from an agent who you respect and who you think is smart, clever or whatever, so the personality and the name of the agent are important. Chobani has made the owner a billionaire, and he started the company six or eight years ago.
They have about six different kinds of soup: heart-healthy, condensed, chunky, extra chunky and home style. It’s unlike life insurance, which pays off when you’re dead; this is insurance that keeps you alive. The problem with advertising is you have to spend enough or else all of your money is wasted. You can say, “Boy, they don’t need to do that.” Maybe they wouldn’t need to do that this year, but if they stopped, five years from now they’d be in deep trouble. I used to say that our stoplights had the words “stop,” “go” and “caution,” you’d see the most amazing run of accidents that you can possibly believe. So somebody figured out that, “Let’s see – how can we get the word Aflac into people’s minds? With an idea, it should be possible to come up with a verbal, a visual and a good marketing program to establish that idea.
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. That’s one of the few insurance companies that have built a strong brand, so Sun Life did a good job with annuities. Twitter’s just the opposite – instead of an on-and-on-and-on personal blog, this is a blog that’s limited to 140 characters. Both are still driven by our iconic brands, including KRAFT, Oscar Mayer, HALLS, NABISCO, Trident Gum and CADBURY. But that’s an iconic image that says to the customer, “This is the real thing.” And that’s the core idea that keeps Coca-Cola in front of everybody else.
As a result, the visuals have power that the words do not, and that’s why visuals like the Coke bottle work. Without that limit, if the messages on Twitter were unlimited, the site would have gone nowhere.



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