Posts Categorized: Branding

Hiding in plain sight

  Another example of a logo that looks deceptively simple but contains a hidden element that you may not see at first glance– This logo for the London Symphony Orchestra reads nicely as a graceful abstract shape, and on closer inspection you can see the shape consists of the initials “LSO”. But…there is yet another… Read more »

The message IS the message

You may have heard the saying “the medium is the message”.  Not so. Sometimes we think “What I need is a brochure!” or “A new website will increase profits!” when what we really need to be thinking about is getting the right message to the right audience. Once we have the strategy for that worked… Read more »

After Mad Men

Before Mad Men, there was The Man in the Gray Flannel Suit, a seminal 1955 novel by Sloane Wilson, later made into a movie classic by 20th Century Fox. In it, Gregory Peck represented the archetypal mid-century advertising man and established advertising stereotypes that persist to this day. What’s ironic is that advertising principles of… Read more »

Benefits vs Features

You’ll notice that the actual product being sold on the left is only a very small part of the entire ad. Now imagine the same ad space showing only the product, with callouts identifying its features: size, materials, weight, etc. Which ad do you think is going to sell better? This ad is focused on… Read more »

Hidden in plain sight

I’ve always enjoyed the smiling Amazon logo but didn’t realize I was missing out on a more subtle message it contains as well. What I hadn’t noticed was that the smile is also an arrow. An arrow that points from a to z, referring to Amazon’s amazing breadth as a retailer. Many logos contain somewhat… Read more »

Cherchez la femme

The Starbucks siren/mermaid (see previous post) is not the only company figurehead who had to clean up her image. In a logo designed to promote tourism, Marianne  (France’s female counterpart to America’s Uncle Sam) was depicted along with the slogan “Rendez-vous en France”. All good. Then it was pointed out that Marianne was a little… Read more »

For success you need talent and…?

In his best-selling book, Outliers, Malcolm Gladwell talks about an important differentiator he believes makes talented people extremely successful. In addition to their obvious talent, Gladwell points out another factor he believes worked in their favor: the Beatles’ early years of performing in Hamburg and small clubs. He attributes their success in no small part… Read more »

Hello. Hola. Meow.

In marketing, identifying your target market is key. These special people need to feel you’re are speaking directly to them and know what they want. Successful businesses know they aren’t trying to sell to just anybody and everybody. Those messages end up being so general they don’t really speak directly to anybody at all. Identifying… Read more »

Just do……what?

Dan Weiden, the co-founder of Weiden & Kennedy, was working on a new series of ads for Nike. The ad campaign featured athletes performing different sports and was visually compelling but it needed the added punch of a good tagline. Weiden was still struggling to come up with a new slogan the night before the… Read more »

Branding: use it wisely!

Good branding is all about differentiating your business from your competitors in a meaningful way. Iceberg Strategic Creative has the experience and know-how that makes us brand experts. But the misuse of branding can definitely be a turn-off. Have you ever been watching an exciting program when the TV  channel logo suddenly appears on the… Read more »