by Grace Gagliano
The YMCA is introducing a new brand strategy.
The marketing move aims to create more public awareness of all the services the nonprofit organization offers, officials say.
“Our three goals: youth development, healthy living and social responsibility are all things that we’ve always done,” said Sean Allison, president and chief executive officer of the Manatee County YMCA. “But we haven’t always been real effective in describing that.”
by Brian Carroll
Imagine that you are a new immigrant arriving at Ellis Island for the first time after a long journey across the Atlantic. It is the early 1900’s and you have just left a country where the tallest structure you have ever seen is probably the church in your small village. As you make the fifteen minute trek from Ellis Island to Battery Park in lower Manhattan, you are in awe of these amazing structures that just reach for the sky.
This was a common occurrence in for many of the immigrants making their way to the “new world” here in the United States. As they crossed over to the magnificent island called New York, these structures were pointed out by the names of the companies that were having them built. “That is the Singer Building, there is the Chrysler Building, and over there is the Hearst Building.”
Companies in these days were expanding their empires, and battling it out for who could go the highest. These companies were not only building up due to lack of space, there were literally building their brand. The brand with the tallest building would be the most recognized on the New York skyline. Even today, when visitors arrive in New York City, they can point out buildings, based on nothing but brand recognition.
by Eric Goldstein
You can see here, how social communities, both online and in your own backyard are coming together to fight corruption, racism and political dissatisfaction. Passionate American’s are getting involved to be more vocal, using very approachable technologies such as a few point and shoot/video cameras and friends to share with the world the issues they have (in this case) with corporate/political & financial association.
Over the last 24 hours – over 150,000 people have seen this and I estimate that it will reach 500,000 by end of next week.
It’s the power of social communities and understanding how your audience is listening to what is happening around, and what forces there are to tell a story, whether you want them to our not – everyone is now an author/publisher and you have to be on your best behavior.
by Jonathan O’Connell
Hilton Worldwide has been undergoing a major reevaluation of its flagship brand, Hilton Hotels, and, after completing international consumer research, a lengthy strategic branding process and custom graphic design work, is introducing a brand-new Hilton logo.
“We’ve embarked on the most comprehensive research in the history of the company for the Hilton brand,” said Dave Horton, global head of the Hilton Hotels brand.
So what does the new logo, one of more than 20 in the company’s 91-year history, say about Hilton? Almost the same things the old logo said about Hilton.
The old logo features the word Hilton in serif font below the company’s distinctive H symbol, in a royal blue color. The new logo features … the word Hilton in a serif font below the company’s distinctive H symbol, in a slightly darker blue color. Oh, and the words “Hotels & Resorts” below.
Horton said the company had been in the process of “evolving our brand and making it more relevant to customers today” since the company moved to McLean from Beverly Hills, Calif., in early 2009. The process, he said, included consumer research in Asia, the Middle East, Europe and the Americas, as well as a custom-designed font by a contracted graphics design firm. It is being promoted by Murphy O’Brien Public Relations of Los Angeles.
Horton does not necessarily expect people to notice. “We don’t have an expectation that people will immediately see it and say ‘Oh, the logo’s changed,’ ” Horton said. But he pointed to important changes: mentioning ‘resorts’ in the logo highlights the company’s 70 resorts in 25 countries and a pipeline of more to come. Horton said the new type is cleaner, the darker blue more sophisticated and the smaller cartouche (the H symbol) brings out the name better. “We began to feel that the cartouche was overwhelming the word Hilton a little bit too much,” he said.
Still, the chain’s 540 existing hotels and resorts will not be required to adopt the new logo, only new ones.
“I think the average consumer in Bethesda or D.C. might say, hey, I don’t really care, but a graphic designer might say that they really did a good job with that,” he said.
by Eric Goldstein
I talk about branding and I talk about graffiti, urban branding (both from a creative standpoint and having respect for your community) but since we are talking about EXPERIENCE, I thought I’d share a moment I have each and every day coming to and from the studio.
If you live in Atlanta, of course you know about the Krog Tunnel, but for those who aren’t from here and don’t put Cabbagetown on your list of must-do’s – there is a great visual experience called the Krog Tunnel. Put simply, it’s just a fun drive each day to see how it evolves through time, and visually transforms the 10-15 seconds each day – always unexpected and a canvas of expression accepted (and respected by many).
by Brian Carroll
National Public Radio has now re-branded itself as NPR. Funny, wasn’t that what their name was before? According to Vivian Schiller, NPR’s chief executive, the name change is intended to reflect public radio’s move from traditional broadcasting to the delivery of news, music and entertainment fare across a variety of digital platforms. “NPR is more modern, streamlined,” said Schiller.
NPR says it’s abbreviating the name it has used since its debut in 1971 because it’s more than radio these days. Its news, music and informational programming is heard over a variety of digital devices that aren’t radios; it also operates news and music Web sites.
Read the Full Story in the Washington Post Here
by Brian Carroll
When it comes to sports marketing, Nike and Adidas are by far the reigning champions. Especially here in Portland, Oregon. Nike world headquarters are located just miles outside the “Rose City” and Adidas has their North American headquarters just north of downtown Portland. Both of the massive companies spend millions of dollars every year promoting their product, sponsoring proffesional athletes, and participating in large world events.
Now Brooks, an almost never heard of shoe company has launched a new brand activation campaign of it’s own, and it has landed right here amongst the big boys in Portland. Brooks is based out of Bothell, Washington, and though their sales figures are small in comparison to their larger competitors, they had an annual sales of about $200 million dollars last year.
Brooks has taken a double decker bus from England and converted into a kind of roaming circus. They feature a small museum of Brooks shoes (dubbed as side shows), and stop by retail stores and outlets to promote their products. The upstairs of the two story roaming attraction is even equiped with a treadmill where Brooks representatives can analyze your running style and fit you for shoes.
Brooks originally envisioned the tour as a way to pair runners with their analysts, said David Larson, Brooks’ vice president for marketing. The the carnival theme was derived to create an experience that draws on memories and emotion. “We always look for metaphors. It seemed like a great metaphor for the interactive, highly compelling experience we wanted to create.”
To read more about this brand activation click here
For more information about Brooks click here
by Brian Carroll
It is well known that brand loyalty is worth millions. Companies are taking tougher actions to protect their brand, but implementing branding police? FIFA’s brand police held more than 30 Dutch women and interrogated them for three hours for wearing outfits designed by a Dutch beer company, The Star newspaper reported on Tuesday.
“The police came and kept on asking us the same questions over and over, asking if we worked for Bavaria,” said Dutch tourist Barbara Kastein, who was attending the match between the Netherlands and Denmark on Monday.
“They said we were ambush-marketing and it was against the law in South Africa. They said we would be arrested and would stay in jail for six months. Girls were crying. It was bad,” Kastein was quoted as saying.
Bavaria beer’s Peer Swinkels said there was no branding on the sexy orange dresses, but that it was known to part of the Bavaria brand. “FIFA don’t have a monopoly over orange,” said Swinkels.
FIFA, however, said no arrests were made, but that the women were used in an ambush marketing campaign and that it was considering legal remedies.
by Brian Carroll
Well, the team’s most diehard fans — known as the Timber Army — apparently hate it. The franchise, which begins play in Major League Soccer starting in 2011, thought it would be a great idea to unveil its new logo during a World Cup viewing party Saturday at in Portland. What do you think?
Also, today the Timbers announced season ticket pricing that the team’s season ticket prices will range from $99 to $1,500.
The Timbers also revealed a website feature that allows buyers to explore the views from their prospective seats.
The team introduced ticket pricing plans that range from $4.95 per game, for seats in PGE Park’s “value terrace” on the stadium’s west side, to $75 per game for “Key Bank Club” seats. The club seats are under a vaulted roof and offer straight-on field views.
The prices reflect the Timbers 20-game schedule at PGE Park. The Key Bank Club seats cost $1,500 for the full season while the value terrace seats cost $99 for the year.
Check out the unveiling ceremony below and for more information about The Portland Timbers Soccer click here.
by Brian Carroll
And to follow up the Dodge story, we have more news in the car world. Ford Motor Co. said late Wednesday it will shut down its Mercury brand by the end of 2010. The automaker introduced the brand in 1939 to be a middle-of-the-line vehicle between its luxury Lincoln brand and the more affordable Ford line.
Mercury is an automobile marque of the Ford Motor Company founded in 1939 by Edsel Ford, son of Henry Ford, to market entry-level-luxury cars slotted between Ford-branded regular models and Lincoln-branded luxury vehicles, similar to General Motors’ Buick (and former Oldsmobile) brand, and Chrysler’s namesake brand. Currently, all Mercury models are based on Ford platforms.
The name “Mercury” is derived from the “messenger of the gods” of Roman mythology, and during its early years, the Mercury brand was known for performance, which was briefly revived in 2003 with the Mercury Marauder
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