Comments on: Measuring the success, and failure, of branding

By: UPrinting

UPrinting — Thu, 16 Jul 2009 00:03:38 +0000

Yeah, I think I’ve read a couple of articles about companies that changed their logos for the worse. As for me, I think changing brand logo should be done very carefully. Because the logo is something the costumers get familiar to, especially if they find it quite hard to remember the company name. :)

By: David Airey

David Airey — Mon, 15 Jun 2009 15:52:36 +0000

Robert,

Thanks for the suggestion. I’ve got some great ones now, thanks to everyone’s comments, and a particularly great shout is that last one from Blair, for the Design Effectiveness Awards. Excellent.

A little off-topic, I see that if you enter your Twitter profile in the newly-implemented comment field here, all of your previous comments on this site will automatically change to show the ID.

I like that.

By: Blair Thomson

Blair Thomson — Sat, 13 Jun 2009 18:58:33 +0000

Hey Dave mate,
trawl through the Design Effectiveness Awards winners (past and present). You’ll find some great examples both large and small. All the work has been done to demonstrate true success.

Best of luck buddy and cheers.

Blair

By: Robert Anthony

Robert Anthony — Sat, 06 Jun 2009 14:36:37 +0000

David,
I have a small ‘Mom and Pop Store’ sucess story about a client of mine who has seen a large (for her company size) increase in customers after a logo and business card redesign. I don’t know if this ’small business’ type is the type of stories you are after but I’d be glad to share. I’m also sure she wouldn’t mind saying a few words too. Let me know.

By: David Airey

David Airey — Sat, 06 Jun 2009 13:03:17 +0000

Oh, nice, David. That surprises me, given the initial reaction after the Mtn abbreviation. The drink isn’t too popular here in the UK, and I don’t often see if on shelves. I like it though, as far as water and corn syrup goes.

Jon,

I’m unfamiliar with Xe (except for the excellent currency conversion website xe.com). I appreciate the suggestion, which I’ll look into.

By: Arti K

Arti K — Fri, 05 Jun 2009 22:15:23 +0000

I find the Jack In The Box rebranding soulless. To me, the fancier font seems to take away from the comic/creepy ad campaign and the earlier ‘fun’ font. The earlier 2-D box seemed to convey ‘box’ to me just fine, so I don’t see why there needed to be shading to suggest a 3-D box. And, the words ‘In The Box’ seem to have been cast outside the box mercilessly.

Your thoughts?

By: Jon Liebold

Jon Liebold — Fri, 05 Jun 2009 18:43:11 +0000

One rebranding you might want to look into is Xe. Xe is the rebranded name for Blackwater Worldwide which stood (and probably still does stand) in the center of some controversy in Iraq and even had their right to work in that country terminated by its government and there is some fairly polarized opinions on this company. Might make an interesting case study politics aside.

By: David Morin

David Morin — Fri, 05 Jun 2009 16:38:14 +0000

Let’s talk about failure, a few months ago David, you started a conversation with a post you wrote about Tropicana new rebranding exercise. If we want to talk about failure in terms of boosting the sales, here is the link to the full story:

http://adage.com/madisonandvine/article?article_id=137086

Cheers.

David

By: David Airey

David Airey — Thu, 04 Jun 2009 12:48:19 +0000

Dwight,

Yes, local brands, international brands… as long as there are some concrete details I’m definitely interested. I’ll add your case study to my list of ones to research. Cheers buddy.

DT,

If I can find details, the Prince “symbol” could make for an interesting read.

Eric,

Thanks for the link. I wasn’t familiar with the AA website story. Did you read the comments too? One of the best takeaways from the Fast Company piece is the “product team” diagram. There’d be a horrendous amount of design by committee there, and it’s times like these when I’m glad I don’t work within a large multi-national.

Ashley,

Great example. I’ll look into it now.

Andrew,

Humorous, yep, though when I see things like that I always wonder if it’s Photoshopped.

Chris,

I remember the Pasta Hut site doing the rounds, though at the time couldn’t decide if it was a joke or not. If you have any specific info, I’d love to know.

Thanks a ton, everyone.

By: Chris Chong

Chris Chong — Thu, 04 Jun 2009 06:01:56 +0000

What about Pizza Huts failure with Pasta Hut. They didnt full launch it but in the select markets they did, it was a mega bomb.