By Brad Whitford
March 30th, 2010
As many of you college sports nuts may or may not have heard, Michigan State University was set to unveil an updated Spartan head logo this April. That was, until Spartan fans spoke out in protest, convincing MSU’s athletic department to reconsider.
This issue was interesting to me, not just because I’m a recent MSU graduate (2007 wasn’t that long ago people) and a huge Spartan fan, but because of the marketing implications. To many, this may have seemed typical of a sports team trying to gain a leg up on the competition. But digging deeper uncovers a brand attempting to create a consistent identity.
MSU Athletic Director Mark Hollis states, “There has been a lack of consistency with regard to our brand…Our primary objective is to achieve a strong and consistent Spartan brand, but rest assured that, as our mission statement attests, bringing Spartans together is one of our fundamental values.”
In his comments, Hollis highlights the importance of brand management. While creating a consistent brand image can be vital to a company’s success, doing it at the expense of customer loyalty can be detrimental. In any business, loyal customers feel a strong connection to the brand. Creating and maintaining a strong identity is essential so that connection isn’t broken.
Personally, I thought the proposed logo was pretty cool. But MSU’s most loyal customers (its students and alumni) have spoken. In the end, I think MSU made the right decision by sticking with the current logo. After all, it is the best logo in the country. Go green!
Do you think MSU’s attempt to alter its brand identity was an unwise decision?
By Brad Whitford
February 9th, 2010
There is a new digital trend on the horizon and it entails wearing goofy multi-colored glasses. No, I’m not talking about the rebirth of the enormous, thick-framed sunglasses from the 80s. I’m talking about 3D.
In 2009, we were introduced to a new way of watching movies, witnessing sporting events and even playing video games. Now, I feel we’re on the cusp of a dramatic change that will affect how people go about their everyday lives. Many major TV manufacturers, such as Samsung and LG, as well as laptop and game counsel manufacturers are already preparing for this phenomenon by developing new products that will allow users to enjoy entertainment in 3D.
So will this new trend impact advertising? You bet; full force! I can picture it now; a car company broadcasting a commercial in 3D that places consumers inside their brand new sedan as it tears down an exotic road at 75 miles an hour! Talk about breaking through the clutter and capturing attention. I almost bought a new car just writing about it!
But 3D won’t be limited to TV. Banner ads, viral videos, movie previews and even B2B marketing mediums such as trade show booths and webinars could soon be receiving an upgrade into the third dimension.
So you might as well buckle up and purchase some of those red and blue paper goggles. The 3D trend has arrived with a bang.
Do you think advertisers will start incorporating 3D into their communications in 2010? What mediums should B2B marketers focus on when advertising in 3D?
By Brad Whitford
December 30th, 2009
One of the most challenging parts of working in marketing is figuring out what exactly your customers want. Well fret no longer and take solace in my words when I say that there are ways of unearthing those innovative ideas that will tickle your customers’ fancy. The answer, my friends, lies in crowdsourcing.
Rather than spending countless hours (and most of your marketing dollars) researching your target audience, why not ask them? I can’t think of a better way of getting inside consumers’ minds than to let them tell you what they are thinking.
Take Starbucks for example. Starbucks utilizes crowdsourcing to perfection with its Web site, MyStarbucksIdea.com. On this site, registered users can log in, share ideas, view other ideas and see what sort of improvements are in the works. What a great way to connect with consumers and empower them to help craft the future of the company. Talk about creating brand loyalty. And the best part is that it’s free!
So the next time you are banging your head on your desk in frustration because you can’t seem to figure out what your customers want, just ask them. For B2C and B2B marketing alike, effective communication depends on how well you can satisfy your customers’ needs.
Have you encountered any great crowdsourcing techniques?
