Category Archives: Classroom Activities

Draw that Logo!

Logos are a critical part of a branding portfolio. Logos are graphic marks or symbols that help to market specific products and companies. They can convey tone, feeling, energy, strength, and utility. Logos are also global in scope and help with cross-language marketing around the world. No matter where one is at in the world, certain logos are instantly recognizable.

We can all identify our favorite logos even if they are not on a package or are unnamed. For example, consider the swoosh, apple, golden arches, and more. (You can probably guess these companies from just the word description – even without seeing an image.)

However, being able to recognize a logo is quite different being able to draw it from memory. In a recent study, 156 people were asked to draw some of the most iconic logos from memory. The results were not good. But, being able to draw a logo is not as important as the consumers’ ability to recognise the logos.

In another study conducted for Ad Age, 1,296 brand experts and 2,201 consumers were asked their opinion of some of today’s best-known logo. Top choices from marketers and consumers (in order) were fairly similar:

Rank Marketers Consumers
1. Nike Coca-Cola
2. Apple Apple
3. Target Target
4. McDonald’s McDonald’s
5. Coca-Cola Gerber
6. FedEx Quaker
7. Walt Disney Google
8. Volkswagen Nike
9. Twitter Dunkin’ Donuts
10. BMW Planters

 

What’s your favorite logo?

Group Activities and Discussion Questions:

  1. Discuss the important role of branding and logos in marketing.
  2. Ask each student to write down the company name of their favorite logo (don’t tell them why yet).
  3. Then, have students go to the white board and try to draw that logo. What are the results compared to the actual logos?
  4. Next, show the Ad Age logo list to students. What are their opinions about the logos?
  5. Finally, for a product of their choice, have teams of students design a new logo for a product.

Source:  Advertising Age. (2017, Nov. 1). You like your logo, but do your consumers?; Schonbrun, Z. (2017, Nov. 13). Logo recall is not what you think. New York Times.

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Pizza Baby Registry

After the wedding, come the babies, right? Perhaps not always that way, but this is certainly the case for Domino’s Pizza. Nine months ago (!) the company started a wedding registry for guests who want to give the happy couple pizza parties and party food. Now that the wedding festivities are over, Domino’s still wants to remain involved in the new couple’s life by offering an online baby registry through Gugu Guru.

The new parents-in-waiting can create their own baby gift registry for Domino’s pizza, foods, and gifts, including:

  • Hormonal and Hangry pizza
  • The Gender Reveal pizza
  • Pregnancy food pack
  • ‘Dadchelor’ Party food
  • Baby goods such as onesies, mugs, tumblers, shirts (Pizza for Two), and more…

And for a limited time, Domino’s also has a big contest give-away for new parents to win pizza for a year, plus a line of baby and parent gifts.

What were you expecting?

Group Activities and Discussion Questions:

  1. Discuss pizza delivery in general.
  2. In which stage of the product life cycle is pizza delivery?
  3. Show the Domino’s baby registry: http://www.dominosbabyregistry.com/
  4. A brief video can be viewed at: https://youtu.be/N6eeNUQvPqc
  5. Next, divide students into teams.
  6. Have each team select a product or service that is in the mature stage of the product life cycle. What can be done to extend the life cycle and increase sales?

Source:  Domino’s Pizza (2017, Nov. 29)

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Public Relations in Action

Students often wonder how public relations can used as a promotional tool. Compared to advertising – which is very transparent – public relations and press releases are hidden from the view of most consumers. Yet, public relations is a critical tool in the marketing toolbox. It is relatively inexpensive, can be targeted to specific news outlets, can be easily sent to any geography and industry, is a simple way to “influence the influencers,” and it lends an aura of credibility when we read a story in the news.

In reality, although public relations looks like news, all of the efforts are initiated by marketers. Let’s look at an example in the news recently about autonomous-driving trucks:

  1. An article in Wired magazine recently highlighted the efforts by Embark Trucks with its autonomous trucks hauling Frigidaire refrigerators 650 miles from El Paso, Texas, to Palm Springs, California. No driver operated the trucks while they were on the expressway.
  2. While the information in the article is good, the point of this post and discussion is to examine how press releases impact business news.
  3. For that, start with the article, then examine Embark’s Web site, YouTube, Business Wire, and the press release (see below for links).

Where do students think business news comes from?

Group Activities and Discussion Questions:

  1. Start by discussing the value of public relations.
  2. A video of the process can be seen at http://www.businesswire.com/portal/site/home/welcome/
  3. Article on Embark and Frigidaire: Wired magazine online:

https://www.wired.com/story/embark-self-driving-truck-deliveries/?mbid=nl_111317_daily_list1_p4

  1. Embark Trucks Web site: http://embarktrucks.com/
  2. Video from Embark also posted on YouTube: https://youtu.be/3yPMxV11KaA
  3. Link to how Business Wire works:

http://www.businesswire.com/portal/site/home/welcome/

  1. Link to press releases about Embark:

http://www.businesswire.com/portal/site/home/search/?searchType=all&searchTerm=embark%20trucks&searchPage=1

  1. Specific press release that informs the article:

http://www.businesswire.com/news/home/20171112005077/en/Embark-Frigidaire%C2%AE-Ryder-Partner-Pilot-Automated-Drivin

  1. Have students find business articles in the news and trace the articles back to information provided by companies.

Source:  Business Wire; Embark Trucks; Davies A. (2017, Nov. 13). Self-driving trucks are now delivering refrigerators. Wired.

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