Companies doing well tend not to change what is working. When logo changes are made, there is a lot of thought to it. The larger the company, the more money they are able to use in research and development of the new or changed logo. Smaller companies usually do not have enough capital to invest in much. The new trend with logo makeovers is to drop the letters or works. McDonald’s has many commercials and billboards where all they show is the arch. No hamburgers, no clowns, no mayors or thieves. Just the giant M. Starbucks has remade the logo without the words.
Starbucks coffee are the words that used to be inside the logo. Now, just the weird mermaid sits on your cup waiting for you to sip. The argument for them is that they are much more than coffee. You can eat breakfast there, listen to music, the Starbucks near me has a bookrack where you can take a book and leave a book on the honor system. The company wants to portrait that they are much more than coffee. I have no idea what their real reason is for the change; perhaps it saves on printing costs. If you can find the fish, you can find their product. There is a large debate in the PR community about that. That debate has not hit mainstream yet.
When coke made a new formula (that sucked), it was news. When Sci-Fi channel changed to a strange name and new logo, the fans were enraged. They did not change it back like Coke did. It was great PR for a while. If you change your logo, get your back-story straight and tell it to the media. Why your logo has changed. What your new logo means, what your company is about. It’s better than a just-launched-my-business story because it gives the viewer a chance to see into the mind of the business owner. You will resonate with some and clash with others. It’s always ok to polarize people with your logo and message. Your true customers will embrace it and others will walk away. This makes time for you to focus on real customers. As for Starbucks, I think they are betting on people being too sleepy before having coffee to notice the changes.
Insurance companies are working hard to get and keep customers. In the insurance game, everyone is engaged in the battle for the customer. The two current commercials that PR professionals are talking about are the Allstate Mayhem and Matos from State farm. In the Internet Matos is not popular. One blogger noted that you can get auto-fill insults for Matos when you type in his name in Google. The commercial tries to come off like he is friendly however, most people note that they do not like him. They don’t like the fake smile, they don’t like how he interrupts a female State Farm Agent and they think is hair is creepy. Someone has even put up a Facebook page for people who do not like Matos. State farm gets brownie points for polarizing people. You have to have the customers who cannot stand you. So that you are only engaging the customers that really love your products. The publicity comes in when you have a commercial so bad, that people are talking about it. It keeps State Farm on the table as an item of discussion and perhaps they are waiting for that to turn into customers.
Mayhem on the other hand tells you what’s about to happen to you. He says the things we are thinking and Allstate kept Denise Haysbert in the commercial. Haysbert is a big favorite and everyone is always glad to see him. Dean Winters plays Mayhem and we really have not seen him in a prominent role since OZ. Because Mayhem is much less scary that his character from Oz and Allstate can save us from Mayhem, it’s a win-win situation. By showing all the situations you could have happen, it causes everyone to rethink their coverage. This would result in new people getting covered by Allstate as well as current customers getting more coverage. The commercials have everyone buzzing and hoping for a Celebrity Death Match between Mayhem and Matos.
The lesson is if your ads can also bring you publicity, like the Old Spice Guy, your business can make money like their business did. Look! Get a horse!
The most beloved scene from the movie FAME is what we now call a FLASH MOB DANCE OFF! It was uncommon back then and magical. I watched in awe. I have never had a desire to be a dancer, but love watching people who are really good at what they do. Leaping from car to car, unafraid of traffic or bad dance steps…. ahhh the good old days.
NOW FAME means Forever-Announcing – ME -Everywhere
It’s a way to get your message out and lot’s of people use it poorly.
It can be scary, it can backfire on you, creating a storm you don’t want to deal with- Ask TUIASOSOPO!
This month, I’ll be talking about how media works today in 2013 on a private line.
Very limited seating so I can answer all your questions. No replay.
Don’t have time? Don’t worry, your competition is working overtime and making time. They are out there
dancing in the street, leaping from car to car and sharing their message!
et me share with you how media works…. TODAY.
Join the Private Group mentoring here: http://wrightplacetv.com/private-group-coaching/
Only 9 seats available
Feb 19th, 2013
For those of you too young to remember… enjoy ( yes it’s blurry, it was on VHS tape!)