Showing posts with label promotion. Show all posts
Showing posts with label promotion. Show all posts

Monday, 12 July 2010

THE 22 IMMUTABLE LAWS OF BRANDING


  1. EXPANSIONThe power of a brand is inversely proportional to its scope.
  2. CONTRACTIONA brand becomes stronger when you narrow its focus.
  3. PUBLICITYThe birth of a brand is achieved with publicity, not advertising.
  4. ADVERTISINGOnce born, a brand needs advertising to stay healthy.
  5. THE WORDA brand should strive to own a word in the mind of the consumer.
  6. CREDENTIALSThe crucial ingredient in the success of any brand is its claim to authenticity
  7. QUALITYQuality is important, but brands are not built on quality alone.
  8. CATEGORYA leading brand should promote the cateogry, not the brand.
  9. NAMEIn the long run a brand is nothing more than a name.
  10. EXTENSIONSThe easiest way to destroy a brand is to put its name on everything.
  11. FELLOWSHIPIn order to build the category, a brand should welcome other brands.
  12. THE GENERICOne of the fastest routes to failure is giving a brand a generic name.
  13. THE COMPANYBrands are brands. Companies are companies. There is a difference.
  14. SUB-BRANDSWhat branding builds, subbranding can destroy.
  15. SIBLINGSThere is a time and a place to launch a second brand.
  16. SHAPE A brand's logotype should be designed to fit the eyes. Both eyes.
  17. COLOURA brand should use a color that is the opposite of its major competitor's.
  18. BORDERSThere are no barriers to global branding. A brand should know no borders.
  19. CONSISTENCYA brand is not built overnight. Success is measured in decades, not years.
  20. CHANGEBrands can be changed, but only infrequently and only very carefully.
  21. MORTALITY No brand will live forever. Euthanasia is often the best solution.
  22. SINGULARITYThe most important aspect of a brand is its single-mindedness.

  The 22 Immutable Laws of Branding are by Al Reis.
 

Friday, 9 July 2010

Why not to ask a "Designer" for a favour

The following is e-mail correspondence between an "account person" and a "designer" at a London (UK) agency.


- - - - - - -
From: Shannon Walkley

Date: Monday 21 June 2010 9.15am

To: David Thorne
Subject: Poster
- Hi, I opened the screen door yesterday and my cat got out and has been missing since then so I was wondering if you are not to busy you could make a poster for me. It has to be A4 and I will photocopy it and put it around my suburb this afternoon. 
This is the only photo of her I have she answers to the name Missy and is black and white and about 8 months old. Missing on Harper Street and my phone number. Thanks, Shan.



From: David Thorne

Date: Monday 21 June 2010 9.26am

To: Shannon Walkley

Subject: Re: Poster


- Dear Shannon, 

That is shocking news. 
Although I have two clients expecting completed work this afternoon, I will of course, drop everything and do whatever it takes to facilitate the speedy return of Missy. 

Regards, David. 


From: Shannon Walkley

Date: Monday 21 June 2010 9.37am

To: David Thorne

Subject: Re: Re: Poster
- Yeah ok thanks. BTW, I know you don’t like cats but I am really worried about mine! I have to leave at 1pm today.

From: David Thorne

Date: Monday 21 June 2010 10.17am

To: Shannon Walkley

Subject: Re: Re: Re: Poster
-Dear Shannon, 

I never said I don’t like cats. Attached poster as requested. 

Regards, David. 


























From: Shannon Walkley

Date: Monday 21 June 2010 10.24am

To: David Thorne

Subject: Re: Re: Re: Re: Poster
-Yeah,.. that’s not what I was looking for at all. It looks like a movie, and how come the photo of Missy is so small?

From: David Thorne

Date: Monday 21 June 2010 10.28am

To: Shannon Walkley

Subject: Re: Re: Re: Re: Poster
-Dear Shannon,

It’s a design thing. The cat is lost in the negative space.

Regards, David. 


From: Shannon Walkley

Date: Monday 21 June 2010 10.33am

To: David Thorne

Subject: Re: Re: Re: Re: Re: Poster
-That’s just stupid. Can you do it properly please? I am extremely emotional over this and was up all night in tears. you seem to think it is funny. Can you make the photo bigger please and fix the text and do it in colour please. Thanks.

From: David Thorne

Date: Monday 21 June 2010 10.46am

To: Shannon Walkley

Subject: Re: Re: Re: Re: Re: Re: Poster
-Dear Shannon,

Having worked with designers for a few years now, I would have assumed you understood, despite our vague suggestions otherwise, we do not welcome constructive criticism. Really, I don’t come downstairs and tell you how to send text messages, log onto Facebook and look out of the window do I? I have amended and attached the poster as per your instructions.

Regards, David.



























From: Shannon Walkley

Date: Monday 21 June 2010 10.59am

To: David Thorne

Subject: Re: Re: Re: Re: Re: Re: Re: Poster
-This is worse than the other one!  For crying out loud.  Can you make it so it shows the whole photo of Missy and delete the stupid text that says missing Missy off it? I just want it to say “Lost”.


From: David Thorne

Date: Monday 21 June 2010 11.14am

To: Shannon Walkley

Subject: Re: Re: Re: Re: Re: Re: Re: Re: Poster



























From: Shannon Walkley
Date: Monday 21 June 2010 11.21am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Poster
-Yeah,.. can you do the poster or not?!  I just want a photo and the word lost and the telephone number and when and where she was lost and her name. Not like a movie poster or anything stupid. I have to leave early today. If it were your cat I would help you. Thanks.


From: David Thorne
Date: Monday 21 June 2010 11.32am
To: Shannon Walkley
Subject: Awww
-Dear Shannon,
I don't have a cat. I once agreed to look after a friend's cat for a week but after he dropped it off at my apartment and explained the concept of kitty litter, I kept the cat in a closed cardboard box in the shed and forgot about it. If I wanted to feed something and clean feces, I wouldn't have put my mother in that home after her stroke. A week later, when my friend came to collect his cat, I pretended that I was not home and mailed the box to him. Apparently I failed to put enough stamps on the package and he had to collect it from the post office and pay eighteen dollars. He still goes on about that sometimes, people need to learn to let go. In any case, I have attached the amended version of your poster as per your detailed instructions.
Regards, David.

























From: Shannon Walkley
Date: Monday 21 June 2010 11.47am
To: David Thorne
Subject: Re: Awww
-That’s not even my cat. Where did you get that picture? Seriously, that cat is orange. I gave you a photo of my cat!

From: David Thorne
Date: Monday 21 June 2010 11.58am
To: Shannon Walkley
Subject: Re: Re: Awww
-I know, but that one is cute. As Missy has quite possibly met any one of several violent ends, it is possible you might get a better cat out of this. If anybody calls and says "I haven't seen your orange cat but I did find a black and white one with its hind legs run over by a car, do you want it?" you can politely decline and save yourself a costly veterinarian bill.  I knew someone who had a basset hound that had its hind legs removed after an accident and it had to walk around with one of those little buggies with wheels. If it had been my dog I would have asked for all its legs to be removed and replaced with wheels and had a remote control installed. I could charge neighbourhood kids for rides and enter it in races. If I did the same with a horse I could drive it to work. I would call it Steven.
Regards, David.

From: Shannon Walkley
Date: Monday 21 June 2010 12.07pm
To: David Thorne
Subject: Re: Re: Re: Awww
-Please just use the photo I gave you!

From: David Thorne
Date: Monday 21 June 2010 12.22pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Awww
























From: Shannon Walkley
Date: Monday 21 June 2010 12.34pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Awww
-I didn’t say there was a reward!! I don’t have $2000 dollars. Why did you even put that there? Apart from that it is perfect. Can you please remove the reward bit. Thanks Shan.

From: David Thorne
Date: Monday 21 June 2010 12.42pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Awww

























From: Shannon Walkley
Date: Monday 21 June 2010 12.51pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Awww
-David, can you just please take the reward bit off altogether? I have to leave in ten minutes and I still have to make photocopies of it!

From: David Thorne
Date: Monday 21 June 2010 12.56pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Awww

























From: Shannon Walkley
Date: Monday 21 June 2010 1.03pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Awww
-Fine. That will have to do!
- - - - - - - - - -


Monday, 5 July 2010

Socializing the “Cristiano Ronaldo” Brand

World Cup Team Portugal player Cristiano Ronaldo pulls it all together on his new website, which integrates his own Twitter updates with those from his fans.
The site features photos of Ronaldo in action and his dialogue with his 6 million fans on FacebookYouTubeTwitter and MySpace.

Facebook