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Archive for tag: positioning
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...
When it comes to Super Bowl ads you can always count on seeing several things: Celebrities, special effects, babies, animals, sexy girls and dudes getting hit in crotch. This year I expect nothing to be much different. But even in this social media obsessed world, success still comes down to producing a Super Bowl ad that is engaging, relevant, on message. And if it has a Visual Hammer too? Touchdown!
When you combine a focus, name, verbal nail and visual hammer, you can build a brand that cuts through the mind and goes straight to the heart. Wounded Warrior Project does just that.
Obama's “forward” slogan won him four more years in the White House did what most slogans do not. It cut both ways. It said something positive about his brand while also saying something negative about the competition. That’s tough to do. Obama set up the election as a choice between going forward with him or going backwards with Romney.
Frozen yogurt is a popular summertime treat and personal favorite of mine; it is also a category that has experienced tremendous growth with new brands branching out in all directions. Like a tree that branches out as it grows, categories grow and diverge over time. What was once one category ends up diverging into multiple categories. And many times the original leader fails to keep up. Here is my recap of the Fro-Yo wars.
Happy Birthday America! We are celebrating the Fourth of July holiday in the United States today! I'm also using today to kick-off my new Visual Hammer of the Week series. It should be no surprise that this week's selection for Visual Hammer of the week is the Flag of the United States of America.