December 30, 2005
Just spotted this on Phil Gerbyshak’s blog: a link to an advertising slogan generator. It’s as naff as heck, but it may be of use to some. If they improve on it and made it serious, it could become a threat to Madison Avenue. But not for a long time coming, if its present state is anything to go by.
It does show, perhaps, the “commodiﬁcation” of advertising. Slogans actually do have some effect on branding and on brand equity, more so than mission statements (according to a JY&A Consulting study I led), and they need to be chosen carefully for brand alignment. However, thanks to consumer cynicism, there are enough people undervaluing them—and a decent slogan generator may not be as far away as we think.
After all, there are web templates now, and companies doing generic logos for less than $100—both being very dangerous to the optimal performance of an organization. Show me one person who can do a logo for an independent client (i.e. not himself or herself) for under $100 while considering all the brand values. permalink
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Good points you make here Jack. While many (probably most) can't do a logo for under $100, with all the new tools out there that get easier and easier to use, do you think that we'll see more and more do it yourself logos/websites/others, while only the big players are able to spend bigger bucks on an all out brand assault?
Hi Phil: yes, I believe so. There will be a split between DIYers and larger players, and that will be interesting to observe. My ﬁrst reaction was negative, because I believe everyone should have a right to have the best. But, the $100 logos might not be fatal for an organization. There could be a company that adopts the $100 design, hits pay dirt, then expands using that logo. The New Zealand chain, the Warehouse, certainly had an old logo (now changed) that was made up of Letraset block lettering, and ran a single store in Wellington. It went national, then international—all with the ugly logo. The bad logo actually stood for the budget-priced values the organization had and became a useful rallying point.
Good insights Jack. I never thought of the $100 logo standing for the values of an organization before. Thanks for answering my question!
It’s still pretty dangerous to adopt one—what I speak of is a pretty rare case. I would always recommend one spend more to get it right—like a lot of things in life, you get what you pay for.Post a Comment
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