Tag Archives: design

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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Don’t Throw That Packaging Away!

What does your recycling bin look like? If it’s like ours, it is probably filled to the brim with boxes and packaging materials that are a result of online shopping. Too many times, a small product is encased in a large box and the result is a lot of unnecessary waste that goes into the trash. Is there a better way to reduce waste and have more sustainable packaging? Yes, and it’s called RePack.

RePack (based in Helsinki, Finland) currently operates in Amsterdam, Hamburg, and Helsinki and uses a simple concept that brands selling products online can offer shoppers a returnable and reusable packaging option. Not only can consumers do the right thing for the environment, but they also receive incentives and coupons for using the innovative packaging.

The way it works is simple. A customer places an order with select retailers and selects the RePack option for packaging. Once the item is received, the packaging is simply dropping into the nearest post box for return to RePack. It’s free to return the package, no matter where in the world the shipment is delivered. When RePack receives the returned packaging, the customer automatically receives a reward, usually a voucher for money off the next purchase.

The packaging is designed to last at least 20 shipping cycles and was designed specifically for clothing. The packaging is made from recycled polypropene and folds to letter-size when empty. Retailers also benefit as the average order value has been shown to increase by up to 30%, and it builds good will and sustainability practices among a brand’s best customers.

Go ahead, keep shopping online and you can still do the right thing for the environment.

Group Activities and Discussion Questions:

  1. Poll students: How much do they order online? What do they think about the average packaging they receive?
  2. Show RePack’s Web site and video: https://www.originalrepack.com/
  3. Discuss the consumer buying process. At which step does packaging become important?
  4. How could RePack be utilized by U.S. retailers?
  5. Divide students into teams. Have each team select a retailer and develop a promotional campaign around using the RePack packaging.

Source:  Hellgren, J. (2017, Oct. 30). Looking for circular packaging? Meet RePack. www.SustainableBrands.com.

 

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iPhone X – Premium Pricing

Apple introduced not just one, but two new models of the iPhone this fall: iPhone 8 and iPhone X (ten). Sure, companies often introduce multiple new products at the same time, but rarely do they introduce products that are so similar in scope and use. Why did Apple introduce two models at the same time? Easy – two different models are for two different market segments.

At a price of $999 (64 GB) and $1,149 (256 GB), the iPhone X is Apple’s first premium level iPhone model. And, since it has leading-edge features unavailable on any other smartphone, it seems to be targeting the early adopters and tech enthusiasts who are not price sensitive.

What does the iPhone X have?

  • 8 inch screen takes up the entire face of the device
  • OLED display for thinner, brighter, viewing
  • Face ID infrared facial scanning

The strategy seems to be working. After only a few days of pre-ordering iPhone X online, delivery times are easily two months away.

Are you planning on buying one?

Group Activities and Discussion Questions:

  1. Pricing is usually a complex topic. Discuss the six steps for pricing (determining objectives, estimating demand, determining cost/profit relationships, select price level, set list price, and make adjustments).
  2. Discuss the various pricing models in class: demand-oriented, cost-oriented, profit-oriented, and competition-oriented.
  3. Show iPhone X: https://www.apple.com/iphone-x/
  4. Show CBS Video: https://youtu.be/haj5nV6Muhw
  5. For iPhone X product, divide students into groups and have each group work on any/all of the six steps.
  6. When setting the price level, assign each team a different model to use (demand-oriented, cost- oriented, etc.).
  7. Debrief the exercise. Compare the various pricing models and discuss advantages/disadvantages of each.

Source:  New York Times, CBS, other news sources

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