A Brand Identity Come-back Story; and a YouTube Lesson

If you’re not a subscriber, here’s what you missed in May’s enewsletter from Johnson Direct:

1) Walk through a real-world example of how Direct Branding creates bottom-line boosting results.

2) How can you use YouTube to market your products or services? Consider three basic types of videos to use on YouTube …

3) If you could make one marketing wish come true for your organization this year, what would it be?

>Read the May issue.
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The Consolidation of Brands on the Internet

Remember when mergers and acquisitions were the “in” thing? Ten years ago, experts said that while  brand consolidation attempts have a high failure rate, those that are a success would benefit big-time. If you spend 15 minutes or more on the web each day, you’ll note that brand consolidation online – even “brand warehousing” – is now in vogue.

You can read more about this phenomenon in “The Consolidation of Brands on the Internet” by Grant Johnson, published in a recent E-centric enewsletter and found within the DIRECT Magazine section of the ChiefMarketer network of online publishers. Promo, Multichannel Merchant, DIRECT, ChiefMarketer and E-centric are all now housed under the single online roof known as the ChiefMarketer network. I’ve noticed over time that where there were once several distinct brands, now each is displayed less predominently as the ChiefMarketer brand takes more ownership. A perfect example of brand consolidation on the Internet.

Read more.

Denise B. Hearden, eMarketing Director
Johnson Direct

Rebranding a company to help it gain market share.

During a recent presentation when I was sharing a story about a manufacturing company that we helped to rebrand, there was an insightful question. Why didn’t we just start over? Why did we retain some of the existing look and feel from the company’s old corporate and product logos?

While it can be tempting to start with a clean palette, it’s important to consider whether there is equity in the existing logo or logos and to gain an understanding of the marketplace.  In this case, the company had a corporate logo as well as logos for its three key products, with each serving a different market and need. There was very strong equity in one of the product brands. It is to its industry like Kleenex is to the facial tissue industry. Because the company had such a strong, positive reputation in the market, we wanted to capitalize on it. Therefore, when we redesigned the company’s identity we mixed the old with the new to create a similar, but fresh, more streamlined look for the company’s entire family of logos. The new look ties together the company and its three product lines, so that raving fans of its key product will recognize its other product brands. It is also helping to better position the company against a much larger competitor. Take a peak at the before and after.

Brand Marketing in a Recession – Website Magazine – Website Magazine

Brand Marketing in a Recession – Website Magazine – Website Magazine

Everything in this commentary makes total sense, and I especially agree with the last paragraph re: shifting strategies. We’re preaching the same messages and making recommendations for our clients that will help them spend less without imparing their brand equity today or in the future. But some clients are still refusing to spend anything right now … totally risking customer loyalty, marketshare, sales, etc. What else can agencies do to help protect and secure their clients’ futures?

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