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At Issue } essential reading

New Logo Reintroduces the National Park Service

Michelle Castillo
Mar 24, 2014

The National Park Service’s 100-year anniversary isn’t until 2016, but it's celebrating early by getting a facelift for its logo. It’s all part of a new campaign rolling out in the next two years called “Find Your Park,” meant to expose the national park system to millennials and multicultural communities.

The Brand Voice Workshop

Derrick Daye
Mar 24, 2014

Brands, just like people, have a voice – the tone, manner and personality of communication that distinguishes one personality from another. Brand Voice is a more specific and highly useful tool for marketers to create and manage the unique personality of their brands over time.

Insurance Companies’ Untapped Digital Opportunity

Tanguy Catlin, Pradip Patiath & Ido Segev
Mar 24, 2014

Consumers fumed over the rollout of Healthcare.gov and the state health insurance exchanges last fall. First, they couldn’t get online. Then, once they did, the information was hard to understand. For consumers accustomed to easy shopping on Amazon or eBay, choosing a health insurance plan online was an exercise in frustration. That frustration highlights how important it is for insurers – not only health insurers, but also property and casualty and, increasingly, life insurers – to master digital.

Too Many Facebook Hashtags Seriously Hurt Your Brand

Matt Petronzio
Mar 21, 2014

You really need to stop using so many hashtags on your brand's Facebook Page, according to a new report (though, it's probably a good rule of thumb for your personal page, too).

The Evolution of 18 Major Brand Logos From 1886 to Today

Tim Nudd
Mar 21, 2014

Logo lovers, here's your Friday roll in the hay—an infographic charting the evolution of 18 big-company logos, beginning with Coca-Cola in 1886 and Pepsi a decade later, and continuing through the Yahoos and Googles of the late 20th century. As a bonus, there's a section at the bottom called "Did You Mean to Do That?"—showing some unfortunate logos, most of which seem to evoke images of pedophilia.

How Business Can Lift People Out Of Poverty: 4 Insights From The World's Best Social Entrepreneurs

Mark Cheng
Mar 21, 2014

How do you profitably sell to a customer who earns less than $2 per day? It is probably the most daunting business question in the world—as well as the most important, because that’s the earning power of nearly one third of humanity, the two billion people at the so-called “base of the pyramid.”

The Fantastical Vision for the Original SeaWorld

Conor Friedersdorf
Mar 21, 2014

Welcome to Marine Park, where guides speak through underwater microphones, porpoises race like greyhounds, and penguins do military drills on a pilot whale’s back.

Native Advertising Can Actually Boost Display-Ad Sales, Report Says

Michael Sebastian
Mar 21, 2014

There's a school of thought that native advertising is going to kill the banner ad, but a new report from eMarketer suggests that native sales are spurring display-ad sales at the same time.

Coca-Cola On How Brand Story Shapes Brand Leadership

SIMONMAINWARING
Mar 20, 2014

Tom LaForge, Global Director of Human & Cultural Insights at the Coca-Cola Company, sat down with us after speaking at our 2013 Brand Leadership Summit and took us deeper into the ideal that brand story shapes brand leadership, and how today’s biggest corporations have the best chance to drive social change on a global scale.

How Big Brand Logos Lure Consumers (Infographic)

Leah Gonzalez
Mar 20, 2014

A brand’s logo has the power to hook and create a lasting connection with the consumer, and a new infographic shows just how the specific elements in a brand logo can make them powerful. Elements like color, shape, text and typeface all serve to convey something specific and evoke certain emotional responses that companies like Twitter and Nike want associated with their brands.

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