China, Hongkong, Taiwan - The Greater China Desk

• About this group
• Forums

• Home
• Groups
• China, Hongkong, Taiwan - The Grea ...
• Forums
• Offtopic
• Slogan, Logo and Brand Name - It's not what you think, or is it?

• 
  Hongwei Hao

  The company name is only visible to registered members.

  Slogan, Logo and Brand Name - It's not what you think, or is it?

  Last week’s blog, we discussed the importance of a good slogan and why it matters. Of course a slogan on its own is insufficient, a brand name and logo typically completes the picture to communicate a coherent brand promise for the mass market.
  
  I’d like to take this further by expanding on the topic. Let’s take it step by step. Jorge Escribano proposed the following definitions for each of the terms:
  
  * The brand is the name (the denomination) of the company/business and or product. It is defined by a pronounced sound and a specific spelling.
  
  
  
  * The slogan is a short sentence intended to describe the essential brand promise (for example Avis "We Try Harder"). It may have a previous meaning, or it may not.
  
  * The logo is an icon whose aim is to convey the brand at a glance.
  
  This is a pretty accurate definition, in my view, to describe ‘conventional wisdom’ on the matter. It works for most people, because it does. Thanks Jorge. However, sometimes it makes sense not to follow conventional wisdom. Mixing it all up can prove to be a source of consumer differentiation and competitive advantage (even when playing with the same corporate puzzle pieces), so let’s try something else.
  
  What if the brand name is the slogan? What if the brand name is also the product descriptor? What if the logo is the brand name, or the slogan? Does any of it really matter?
  
  Here are a few interesting examples,
  
  * I can’t believe it’s not butter:
  
  
  
  ‘The taste you love without the cholesterol’
  
  * Toys R us:
  
  
  
  ‘I don’t want to grow up’
  
  * Wonderbra:
  
  
  
  ‘Wonderful, wonderful’
  
  My verdict: Branded, on all counts. Clear communication of brand promise, with a twist
  
  What do you think?
  
  I’d like to conclude this week’s blog with an extract contribution by Ronald Vermeij.
  
  “Rules are made under a certain time and mindframe. As we all develop and evolve into the future and the next generation of "you" it would be wise to re-evaluate old things (like rules and mind-frames) to see if they still fit to the here and now.”
  
  With due credit to James Amoroso for his contribution to last week’s blog.
  
  Marco Monfils
  Branded or Stranded Blog
  Exclusively at http://www.consumergoodsclub.com
  
  • 19 Dec 2011, 1:29 pm
  Hongwei Hao wrote: > Last week’s blog, we discussed the importance of a good slogan and > why it matters. Of course a slogan on its own is insufficient, a > brand name and logo typically completes the picture to communicate a > coherent brand promise for the mass market. > > I’d like to take this further by expanding on the topic. Let’s take > it step by step. Jorge Escribano proposed the following definitions > for each of the terms: > > * The brand is the name (the denomination) of the company/business > and or product. It is defined by a pronounced sound and a specific > spelling. > > > > * The slogan is a short sentence intended to describe the essential > brand promise (for example Avis "We Try Harder"). It may have a > previous meaning, or it may not. > > * The logo is an icon whose aim is to convey the brand at a glance. > > This is a pretty accurate definition, in my view, to describe > ‘conventional wisdom’ on the matter. It works for most people, > because it does. Thanks Jorge. However, sometimes it makes sense not > to follow conventional wisdom. Mixing it all up can prove to be a > source of consumer differentiation and competitive advantage (even > when playing with the same corporate puzzle pieces), so let’s try > something else. > > What if the brand name is the slogan? What if the brand name is also > the product descriptor? What if the logo is the brand name, or the > slogan? Does any of it really matter? > > Here are a few interesting examples, > > * I can’t believe it’s not butter: > > > > ‘The taste you love without the cholesterol’ > > * Toys R us: > > > > ‘I don’t want to grow up’ > > * Wonderbra: > > > > ‘Wonderful, wonderful’ > > My verdict: Branded, on all counts. Clear communication of brand > promise, with a twist > > What do you think? > > I’d like to conclude this week’s blog with an extract contribution by > Ronald Vermeij. > > “Rules are made under a certain time and mindframe. As we all develop > and evolve into the future and the next generation of "you" it would > be wise to re-evaluate old things (like rules and mind-frames) to see > if they still fit to the here and now.” > > With due credit to James Amoroso for his contribution to last week’s > blog. > > Marco Monfils > Branded or Stranded Blog > Exclusively at www.consumergoodsclub.com
• 
  Hongwei Hao

  The company name is only visible to registered members.

  Re: Slogan, Logo and Brand Name - It's not what you think, or is it?

  They changed the logo to "HARMAN" with a slogan "where sound matters". A very simple and creative change.
  It very much fits the above defination mentioned by Marco!!!
  
  • 19 Dec 2011, 1:30 pm
  Hongwei Hao wrote: > They changed the logo to "HARMAN" with a slogan "where sound > matters". A very simple and creative change. > It very much fits the above defination mentioned by Marco!!!
• Post visible to registered members