Google Searches for a New Identity
Google’s new logo has been parodied, criticized as being too childish and subject to numerous think pieces explaining the psychological and design principles that explain why we “hate” it. But look past all the fuss over the logo’s design and new font (Product Sans, for those keeping track) and you may find something more important: a hint at how one of the most influential technology companies in the world sees its future.
Corporate Image: The Critical Foundation of Your Brand
(The Huffington Post, 06.09.15)
Whether you are an organization or an individual, the sooner you realize that you have a corporate image that has to be properly developed and managed, the better off you will be. It is one of two essential building blocks of branding and, in turn, one of the seven building blocks of marketing. Positioning is the other. If you don’t establish the right corporate image, you will not have a strong foundation upon which you can build and sustain a successful business or career.
What a PR Crisis at Huggies Can Teach You About Brand Management
(New York Business Journal, 01.09.15)
A fast-moving negative social media outburst followed the video’s release, forcing Huggies to launch a multi-tiered crisis PR effort incorporating third-party lab testing, launch of a consumer hotline and website, detailed Q&As, and official statements, to name a few. The company’s initial efforts are promising, and it is presenting the results of its findings on Facebook and its website.
Attracting Millennials Starts with Digital Tech
A recent survey on corporate branding suggests marketing leaders are missing the boat by failing to embrace digital technologies in their efforts to attract millennial workers.
“Brand is the image people have of your company or product. It’s who people think you are.” —Ann Handley