A stunning article on new brand thinking

This is a stunning article from FusionBrand in Malaysia, commenting on the poor year had by Ogilvy and Mather in China and the reaction of their chairman TB Song.

Read it here

What it says to me is that the future for branding and advertising agencies is a very uncertain one unless they begin to offer measurable ROI on what they do for their clients. This means measurability everywhere.

Rewarding advertising agencies by how much space they buy for you is a dead model. Rewarding them by how much sales revenue they generate will help sharpen their ideas in a massive way, but only if they are allowed to control more of the experience than just the televisual element.

As a design and brand agency it was traditional that we could change logos and create wonderful new design literature, websites, direct mail and all sorts of marketing ‘collateral’ that would win over clients the world over.

But those days are gone. We have to change the core of the businesses now, in order to change the brand.

Brands are born in the customer experience and not in the logo you choose to hang above it. The logo can only ever be a symbol that the customer has arrived in the right place to enjoy their branded experience. Change the logo in isolation and you change nothing. Change the customer experience and mark it with a new logo and you could indeed change the world for that customer.

Unless we have enlightened brand owners who allow designers to enjoy and subsequently manage the ongoing brand experience, one of us will disappear. The old adage ‘if two people in a business always agree, then one of them is unnecessary’ rings truer now than ever before.

Branding as topic that has been fiercely debated and that everyone has an opinion on (right or wrong). Done well, it changes the basis of a business forever. Done badly, it’s a poor old waste of money that brings the industry into disrepute and has been practiced by many since Introducing Monday and Consignia started the trend downwards with the most pointless and superficial logo changes masquerading as rebrands.

So, to all enlightened clients feel free to get in contact and I’ll show you the difference between a new logo, a pointless change and a really brilliant piece of branding that will directly benefit your business and its customers in the long term.

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