kiss my black ads: branding

Showing posts with label branding. Show all posts

Comedy Central changes logo. Viewers still await return of Chappelle

Comedy Central has a new logo and a pseudo-panic ensues. Frankly who cares? Who are these people pretending to have really cared about that old logo. Which by the way, is not in this post intentionally. Because I wanted to you to close your eyes and try and remember what it looked like. Yeah it was in the vid above, but I guarantee you probably still can't fathom it. It's time to stop with the fake brand revolts. Did we really drink minute maid orange juice for its logo? I seriously doubt it. Did the new Pepsi logo cause a notable decrease in the earth's rotation velocity? Well, maybe, but that's one funny logo. But we got over it and life goes on.
But on to more pressing issues; where the hell is Dave Chappelle? I miss the side splitting laughter this man brought us nightly. Not that I don't enjoy the cute 'oh that was clever' chuckles I get from John Stewart. But C'mon thems just jokes. The brother on that network elevated comedy and created idioms. Like, "I'm Rick James... " & I'm Rich Bi... ,"I still wanna see black folks do that in advertising. I think the last person to do that Charles Stone III with them "Whassup" Bud ads.

Did Dave design this logo as a little get-back on Comedy Central? Maybe it's not a 'c" inside a "C" at all. Maybe, just, maybe it's a "D" with a little "c" inside. Oh, Dave... you kidder, good one buddy.

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Agencies/Ad People/Idea People, watch the hell out of these videos!

Just do it. Do it now. Why because you are already six months behind, especially most African American advertising shops. And in the real world that six months is like dog years, so consider yourself 3.5 years behind. And in the marketing world, that's like five years. Which by the way in the new media world that's like, hmmm, let's say 20 years. Which by the way (I'm so glad we can talk this way, you know honestly) that explains why most African American advertising looks from the 80's! Now black shops, brand managers, marketers, etc., you know I love you -- hence the blog -- but it's time to change the game like we do in every damn thing else. I'm just as guilty as you, but damn, what are we waiting on people?

I'm just saying musically, grammatically, cultural creation/influence, fashion, artistically, sports twitter trending topics and lately politics -- we rewrite the game daily. Why aren't we flipping this ad game too? (I have a theory as to why that is but you'll have to email me directly, to get that opinion [when writing reference: case #2301 Sec 187], see; Bill Gates effect).

But really we could all learn a lot from these videos.

CAVEAT: Do not, I repeat do not try and stick to these videos/words as a script. They serve as merely an impetus to newer fresher script flippier thinking.

More video/less ranting after the jump.
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The Deceit of Branding (or, Branding is Bulls#!+).

Brand is a misused and misunderstood concept. Branding is bullshit.
by xk9 l.a. (not me, I some what disagree and partly agree, but this is a valuable opinion worth hearing ~cb)

In consumer terms, a brand is a noun; but it’s an intangible entity, more an idea than a thing. The brand is a perception, the consumer’s image of a company (or other entity/product) that comes from experience. A brand is also a reputation, developed over time. It’s earned. A manufacturer may control the quality of its product. The company is responsible for the visual design of its corporate identity and the physical design of its products. The company influences consumers’ experience through its customer service. But the brand is the result of the collective experience of these things (and others). The established brand is truly the domain of the consumer.

To Brand. As a verb, branding has referred to the act of creating a distinctive mark, it’s how cattle ranchers have shown proof of ownership. The resulting brand is a scar on flesh. Now it has become part of business jargon to refer to branding as the intentional manipulation and control of the public perception of an entity.

In the last 20 years there have been a growing number of individuals and agencies that claim to understand how to create and maintain a brand. These self-proclaimed branding experts have created an industry based on the assumption that this buzzword branding is actually a definable practice. These agencies have fostered their own celebrity by creating their own brands and promoting their supposed expertise. I firmly believe that the only brand they are successful at creating is their own. They brand themselves as experts, and they manipulate others into believing them, into valuing their opinion enough to pay for it.

They claim to create brands. I disagree. Brands exist independent of anybranding. I also believe that the actual brand is beyond their control.See also BP, Enron, Lehman Brothers…

I contend that the business of branding is a business of deception. Branding agencies have co-opted graphic design as well as the disciplines of advertising, marketing and public relations. They claim the same expertise as professionals who are expert in these areas. They have subjugated these disciplines to a supporting role; according to them, these work in service of branding. I believe this is utter nonsense.

In the mid to late 20th century it was leading designers who created the most powerful visual identities for corporations. Designers like Raymond Loewy, Paul Rand, Saul Bass and Tom Geismar created lasting images for successful enterprise. These geniuses could distill a company’s identity in beautiful, potent, memorable marks. I assert that identity design is still best left to individual skilled designers.

As a graphic designer who designs logos and moving images, I do not claim to brand. I create visual identity. Hopefully the identity accurately and effectively represents the organization it was created for. It may contribute to the public’s reaction to the organization, but ultimately, it’s simply the packaging of the sensory components of the consumers’ experience.

The idea of defining a brand as a key to business success is a hollow and, I think, futile endeavor. In spite of how you look or behave, public opinion will shape your brand. I believe that to focus on control of an organization’s brand is a waste of time and effort. Focus on quality products, a positive work environment and exemplary service before, during and after the sale. Your brand will be shaped by that.

About XK9

XK9 is a Los Angeles based Graphic Design studio that specializes in Motion, Identity, Type and Character Design. BONES is the blog of XK9 and Creative Director Bill Dawson.
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How Michael Jackson Became a Brand Icon

By John Quelch @ Havard Business Publishing

Countless books advise how to build your personal brand. Michael Jackson was so unique that he cannot realistically serve as anyone's role model in that effort. Yet Jackson was unquestionably a brand icon and there are lessons to be learned. Here are the top ten factors that explain his icon status.

Start early. Michael began entertaining at the age of four. His career as the uniquely young lead singer in The Jackson Five began with the Motown label at the age of 10. National recognition came with his appearance on the Ed Sullivan show.

Let go. Jackson went solo in 1972 at the age of 13. As with Diana Ross and the Supremes, there came a point where the group constrained rather than aided the further development of his talent.

Break out. Jackson was a multidimensional entertainer. His expert dancing could be showcased via the new medium of music videos. MTV and Jackson rose in tandem when MTV premiered the Jackson video "Thriller" in 1982 from the album of the same name. The album went on to sell over 100 million copies.

Get help. Jackson benefited from his long-term professional relationship with producer and songwriter Quincy Jones. He often acknowledged the inspiration he received from James Brown, Diana Ross and other artists.

Be visible. All memorable brands have their unique visual trademarks. Jackson understood brand image and how to build it with his fans. The moonwalk that we could all try to imitate. The glove. The uniform. Neverland.

Go global. Jackson's music and videos easily transcended national boundaries, as well as race, age and gender. "We Are the World", written by Jackson and Lionel Ritchie in 1985, cemented his global appeal. Jackson sold almost half his 750 million titles outside the United States.

Crown yourself. Elvis was already "The King", so Jackson christened himself "The King of Pop." The professional contributions--including 13 Grammies--were so substantial that the moniker stuck...

Be vulnerable. We cannot relate to icons without imperfections. Jackson was quirky, eccentric, mysterious. For all his wealth and professional excellence, he was - perhaps understandably - flawed, misguided, and sad, but none would say unkind.

Give back. Denied a normal childhood, Jackson was amazingly generous to disadvantaged children. Some 39 charities benefited significantly from his support. He also collaborated on Live Aid with other entertainers.

There is one more that I vehemently disagree with and I believe it has already been disproved. I can't even copy and paste it here. You be the grudge.