At Issue } essential reading
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.
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.
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.
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).
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 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.”
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.
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.
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.
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.