I tell all of my clients to learn from the branding mistakes
of others. Why? It is less costly. There is always something to be gained from
failure, regardless if it is your own or someone else’s.
Pepsi unveiled the latest company logo redesign, which simply
meant rotating the iconic circular logo and adjusting the tilt of the white
stripe. The entire rebranding effort cost the company $1.2 billion over three
years. Yes, that is over a billion dollars for a tilt and a rotate. Do you
think people cared? No. Do you think Pepsi’s investors and stockholders cared?
Yep! This wasn’t money well spent and the story on the money spent was a public
relations nightmare. The slight change
in brand meant nothing to customers and everything to the media.
Capital One added a "swoosh" to its logo hoping to
capture the attention of people who love Nike. Why? Was there some large number
of sneaker wearers seeking to change banks? The cost to add the “swoosh” was
millions and customers didn’t care. Why?
The superficial real doesn’t get customer attention – at least not at first.
Customers worry about experience, sustainability, price point and then
branding. Yes- in this order!
Learn from the branding mistakes of others. Your image is
important. It, however, is not as important as substance.
Until tomorrow,
Coco the CEO
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