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Why Large, Complex Organizations Need a Strong Brand Identity

If you read a lot of the branding and naming advice that’s out there on the Internet, it would be easy to think that the only time an organization should worry about its brand identity is when it is first getting started. What should you name your company? How should you position it against competitors? These are important questions for startups and new brands, but the truth is that large, complex organizations are just as often in need of identity strategy.

 

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The Smart Way to Use Market Research

The Smart Way to Use Market ResearchIn agency life there is a spectrum of projects that range from all-research on one end to all-creative on the other. I could never sell Steve Jobs research. He didn’t want to hear about it. And it was the same with Steven Spielberg. Both men had gut feelings about what they wanted. And all the research in the world wasn’t going to change that.

Now, if you’re working with visionaries of their caliber, you might be able to proceed with huge costly projects based on their gut feeling.

But that’s not the reality for most of us. The question is, then, when should you use research, and how much research should you do?

Research is expensive. It adds cost and takes time, but it also reduces risk. So it’s important to understand how to allocate your research budget to different types of projects.

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Brands in Crisis: You Can’t Hide

Malaysia AirlinesAfter the back-to-back tragedies of Malaysia Airlines flights MH17 and MH370, we’ve seen some news reports that the airline is looking to rebrand and change its name.

While I can understand why a brand in crisis would want to distance itself from these terrible events, I think it’s a mistake. Here’s why:

The damage is already done: These tragedies have dominated the news for many months, and the misfortunes of Malaysia Airlines are seared into the mind of the world’s population.

Superficial rebranding looks like hiding: When a brand has been through a disaster, a superficial change in identity makes it look like you’re trying to hide something. Instead of helping, it can backfire, provoking condemnation that further sinks the brand’s reputation, revenue and market value.

What really matters is demonstrating integrity: Instead of hiding, brands going through disasters need to demonstrate a real and total commitment to making meaningful change. For Malaysia Airlines this means rethinking every aspect of the airline and implementing major changes in critical areas (safety, management, training, operations, policies, service and transparency). In this way the brand could signal its commitment to ensuring that these tragedies did not happen in vain.

Brands in crisis can turn tragedy to triumph. But doing so requires investment and integrity. Malaysia Airlines could successfully change its identity and name if they introduce these changes as a high-visibility sign of their commitment to completely re-vamp their airline, and to be held to the highest standard. If the airline is truly changed, its identity could be changed. Handled correctly, that’s an opportunity.

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The ‘Best’ Designed Beer Can Is the One That Sells the Most Beer

Best Designed Beer Can Is the One That Sells the Most BeerI recently read an article in Adweek called “What Are the Best Looking Beer Cans in America.” Apparently we are in a Golden Age of beer can design. And some of them are pretty fun (see a gallery here). But I believe that while these designs are creatively interesting, they divert from a beer can’s real job, which (aside from its function as a container) is to get beer drinkers to buy the beer.

Design should have an objective. Design is purpose-driven and client-driven, and these qualities are what differentiates it from art. Good design can certainly enhance our lives and create an aesthetic response in its beholders. But I believe the best design is the one that sells the most product and builds the biggest market.

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