Brand simplicity

re: Brand simplicity

Douglas Gregory — Mon, 05 Oct 2009 10:38:11 GMT

It's also interesting to note the antithesis of brand simplicity. It seems that some companies (I'm thinking of investment banks, legal firms, and brokerages) choose to consciously go the opposite direction. Many times avoiding branding at all. My rationale was always that these 'specialized' companies are not interested in mass appeal, as their customer base is small and elite. Am I off base?

re: Brand simplicity

GEZA JANS — Thu, 23 Apr 2009 18:44:11 GMT

We share at least a point of view.

The ultimate difficulty is simplicity.

re: Brand simplicity

Kevin Gordon — Tue, 21 Apr 2009 16:50:07 GMT

It depends what the brief from client is:

If the brief was:

"to engage existing customers without enraging them"

PASS

"to engage existing customers and new customers with a reveal"

PASS

"to tease existing cutomers and reveal to reinforce the brand"

PASS

re: Brand simplicity

Ashish Deodhar — Mon, 20 Apr 2009 09:46:45 GMT

Hi Louise

Don't you think that by letting you know the brand and the message it is trying to convey, the teaser has lost its purpose? After all, a teaser is supposed to tease, which by your account, the poster has failed to achieve.

Cheers!

re: Brand simplicity

Louise Kennedy — Fri, 17 Apr 2009 16:50:33 GMT

The thing is I think their brand property has such traction that I understand what they're saying and why they're saying it. With conventional teasers you are left wondering who the brand is, what they're trying to say and why and you're waiting in anticipation for the next piece of the puzzle. If the 3 thing is a teaser and there's a further branded campaign with clear messaging and call to action, then brilliant, I am being told what to think and do. But I like the way that they're not ramming it down my throat because they don't need to. I don't need to second guess. I know it's 3 and I know what they're saying to me.

re: Brand simplicity

The Ginger Man — Fri, 17 Apr 2009 14:26:16 GMT

succint articulation of some home truths. Nice stuff.

re: Brand simplicity

Nes Sahinkaya — Thu, 16 Apr 2009 16:44:27 GMT

The Umbro ad, when they did the 'digi wall' at Euston station, for the first week there was no logo or any message to be seen, jsut the millions of faces on the walls. After that they turned on the LED screens and finally we knew what it was all about. If they did not reveal their message + their call to action, the consumer would have been lost and the ad would have been wasted. The teaser part of the initial first week just made it stronger and fed the anticipation. Sooner or later you need the call to action. I haven't seen an ad without a purpose yet. And I haven't seen the ad you mentioned of 3, but from what I read I think it is very weak, unless soon they explode with their branding in the same area.