A Logo Isn’t a Brand Redux.
Example: The “O” in Obama.
In driving around town I’m still seeing a lot of Obama bumper stickers (even some yard signs.) The “O” is alive and well, whatever the political reality. Then, there’s the occasional “NObama.”
Three Things:
1. The “O” isn’t Obama’s brand. It’s catchy. It got a lot of attention. It’s a symbol of a lot of “brand loyalty.” The MAN is the brand – good or bad, depending on your perspective.
2. Those “creative” NOBama stickers didn’t/don’t work. Aside from the obvious (he won) – I hate to tell you folks who just won’t admit he won – but at first and even second glance, you look like Obama supporters. So, you’re actually reinforcing the brand. Cute idea, but the actual design doesn’t work well, particularly on a small sign on a moving vehicle. The round logo jumps right out. The “N” – even though it’s red – not so much. Yet another case of something that looks good on the computer screen often doesn’t translate well into the real world (bumper stickers, bill boards, brochures, etc.)
3. The taste of a product is something advertising can never change. Pepsi jumped on the bandwagon with their look-alike logo (they must have spent a fortune on Inauguration Day commercials) – and I give them credit for some creative commercials, but I still LOATHE Pepsi.
P.S. And just what is it with us Americans? An English friend marvels at our obsession with putting our sentiments on our vehicles…which should also give us pause. Who sees you driving around? Getting out of your car? What is your choice of signs saying about you? If I read some snide bumper sticker on my way in to meet with you – I may be disinclined to listen, much less buy.
Tags: advertising, marketing, marketing troubleshooting, logo design, branding
View the Blog Roll