B R A N D I N G

A brand is not a logo. A brand is an image, identity, an experience that endures while responding to changing consumer environments. For example, let's look at the Gap logo fiasco from the fall of 2010.

Fans of the Gap brand took to social media in an uproar over the new look (designers cringed too). The logo was supposed to signify Gap’s transition from “classic, American design to modern, sexy, cool,” according to company spokesperson Louise Callagy. This was their first mistake; they attempted to redefine their brand through a logo. Redefining the Gap brand should have been achieved through first updating their clothing, stores, and personell to exude "modern, sexy and cool." One thing this incident taught us, is that social media is more of an influence in trends now than we’d like to admit. Which brings us to marketing.

M A R K E T I N G

If you took any sort of marketing class or seminar a decade ago, print ads, posters, billboards, tv ads, direct mail and the new (at the time) rage, e-blasts, were the way to go. Oh how far we've come. All of these 'spreading the word' tactics are still valid avenues. However, now we are in a world of Tivo, texting while driving/walking, spam filters, and the ever-popular facebook and twitter.

 
Here's the harsh truth: You must have a presence on facebook. It is here to stay, folks. If you are of the mindset that you don't want to be on facebook, guess what, you already are. People are talking about your brand on facebook, twitter, yelp, etc. You are no longer in control of your image if you aren't in the conversation - so join those social networks, period.