Hewlett-Packard is trying to become more focused by dividing itself in half. But dividing isn’t so easy. It is messy legally, corporately and mentally. The lawyers can separate the assets, but how to you separate the companies in the mind? One way is with the name, another way is with a visual. But the new logo for Hewlett Packard Enterprise is empty and boring. Is the rectangular shape supposed to be a server? If so, it would seems to position them as just another boring computer consulting company.
Archive for tag: marketing
Starbucks, like most companies these days, is obsessed with buzz. Not the kind you get from a double-espresso but the kind you find online with tweets, hashtags and likes. It used to be that the major media outlets controlled the conversation. Today, consumers via social media have the power to start, join or change the conversation. The media covers the buzz instead of creating it. As a result, companies are trying harder than ever to encourage consumers to start conversations online with hashtag campaigns.
We saw fewer special effects, sexy girls and kicks to the crotch this year. And the few that took that route fell flat. What did score big is what always scores big. Ads from brands that own strong positions in the mind, that dominate categories and that hammer us with a familiar theme and visual in a new and entertaining way. Budweiser, Snickers, Doritos and Always scored big.
What kills most marketing programs is “change.”
When you keep changing your slogans, you confuse consumers and after a while they don’t attention to what you are trying to say.
Over the years, Burger King has had a lot of slogans. Remember “Where is Herb?” Burger King spent over $40 million trying to find him. They never did!
Unless you were a Seattle fan, the 2014 Super Bowl wasn’t a super game to watch. The puppy bowl was more competitive. So that left a lot of pressure on the commercials to deliver some much needed excitement and entertainment. A few spots delivered but most were not very memorable. One thing that continues to make the difference between failure and success is the use of a consistent visual hammer.
Motorola invented the category of cellphones. Nokia brought cellphones to the masses. BlackBerry invented the keyboard phone for email. Samsung brought better designs. iPhone invented the touchscreen internet device. What is really striking about iPhone compared to other cellphone brands is the consistency in their design and simplicity of the naming. Each phone has the same look and each new model focused on one or two major improvements sure to generate lots of buzz.
Yahoo took a memorable, unique logo and after 30 days and 30 designs ended up with a rather average, boring, uninspired one. Marissa Mayer was clearly trying to make her mark on the company by changing the logo and giving it her own personal touch. And while Yahoo succeeded in getting a lot of attention and PR. The 30 days of logos created a media frenzy for the big reveal. Yahoo’s redesign ultimately failed in my opinion because the big reveal wasn’t very exciting. (Reminded me of the Segway launch!)
The brand with a generic name YouSendIt but a nice visual hammer (paper airplane) is now Hightail. A better brand...
If the Super Bowl is about beer, chips and boobs, then this weekend’s Oscars ceremony is all about diet soda, yogurt and hunks.