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Grab it fast…it’s gone in about a minute. A :60 ticks marketing tip is 150 words or less…so read it in a minute and implement it in the next!
Close your eyes. Picture a can of Coke. Now in your imagination, make the can green. What happens?
It’s not Coke anymore, is it? The folks at Coca-Cola headquarters are probably so sick of red they could scream — but they know better than to mess with their visual identity.
Remember that next time you want to change your logo’s color, font or other distinguishing features. If a company with the resources of Coke recognizes the cost of messing with their brand — shouldn’t you too?
That’s it…go put it into action! (Or in this case…inaction — leave it alone!)
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We tried to convince a client of that same concept years ago. We had developed a theme song…went to Nashville to have it produced by real pros…and it was awesome. It was met with great enthusiasm and it was used in radio ads and at a company meeting. Before long, the marketing team was sick of it and wanted to do another one. We held them off for awhile. They went to another agency and, eventually, created another song…this time with not near the production values or quality that the award-winning song writer created the first time.
We have to keep reminding our clients that they aren’t the audience!
Great post. As a designer I see it all the time with customers. I think locally you can see it in the Auto classifieds which dealers get the branding concept and which don’t. Bob Brown is very consistent.
Mark,
I think this is one of the universally most difficult concept for clients to grasp. They simply cannot separate their own feelings/reactions to creative or strategy. Unfortunately, as we have all seen — all too often this leads to wasted resources and less than remarkable results.
In the end, everyone loses in this scenario.
Drew
Mike,
You are right on the money. The amazing this is — the big guys do it too.
It’s one of the biggest battles we fight as marketers.
Welcome to the conversation!
Drew