Monthly ArchivesSeptember 2012

Dressing in a new logo is a delicate art standard

– Alan Stamm, Contributing Writer Alan Stamm Communications  Makeovers aren’t just for salon clients. Brand logos also benefit from a fresh look to wake up a familiar face and signal other changes. The 30-year-old consumer product shown above splashed a dramatic new style on its face this month. “The Nation’s Newspaper,” as the Gannett Co. flagship calls itself, replaced its globe in a blue rectangle with a stark blue sphere floating freely alongside the name in a new typeface. Circles in blue and section-specific colors appear elsewhere, overlaid with a news-related graphic or image as part of a sweeping redesign. “It is simple and straight to the point . . . representing the pulse of the nation,” a company release ...

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To heck with youth—baby boomers have money to spend standard

—Trish Cowan, Copywriter “We gotta engage the younger set.” When it comes to targets and strategies, that’s one we hear a lot. But when it comes to disposable income, it just might pay to aim … older. Baby boomers make up close to 80 million U.S. consumers who hold a whopping 70 percent of the U.S. disposable income. Seems like a heck of a lot more than the 18-34 year olds. Meaning maybe marketers should be putting their money where the money is, instead of targeting youth. AARP recently launched a web campaign aimed at chief execs, marketers and media planners focusing on just that. After all, in just two short years, the entire group defined as boomers—those born between ...

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3 more secrets of ‘badge brands’ standard

– Alan Stamm, contributing writer Alan Stamm Communications  Second of two parts. (See first post here.) Brand images that gleam like a badge ─ all polished, prominent and distinctive – don’t belong only to Apple, Mercedes and Jaguar, Louis Vuitton and Tiffany. Those examples are in Part 1 of this mini-series, but it’s not all about luxury. Harley-Davidson is as much a badge brand as Porsche. Nike and Abercrombie qualify, just as Dolce & Gabbana does. And depending on the type of party or bar, PBR and Grey Goose each are badge beverages. These are among characteristics distinguishing brands that fit consumers like a badge of honor: Create a club: Wearing Nike’s swoosh is something we all can share with ...

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