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Fresh Brands
Posted on February 1, 2012 at 2:31 pm
Nothing pleases our senses more than fresh-cut brands. But what does fresh mean these days? To us fresh brands are:
Interactive. Something to sink your digits into with left-brain metrics. Yes, interactive means great websites, social campaigns, SEO/SEM and email alongside usability, click-through and rankings. But interactive also has the right-brain responsibility to deliver the power of engagement, likeability and memorability. Interactive is a two-edged blade.
Clear cut. To the point, easy to grasp, respectful of your audience’s time and preferences. Today, we have seconds at best to communicate a clear promise of value. Fresh brands do this best. Remember, many communicate; few cut through.
Different. Even if your offering isn’t wildly so. A brand is a unique identity based on a promise of value different than others. In our clients’ worlds, the core difference is often a handful of degrees. That’s where personality shines. As Mr. Warhol said: “Yes, I’m superficial, but I’m deeply superficial.”
Purposeful. Meant to solve marketing problems and help well-maintained businesses grow. Fresh brands, paired with smart marketing and sales programs, rise to the challenge. They undo perceptions, generate awareness, drive preference and create opportunities.
Breathtaking. Okay, we’re designers so we pay attention to infinite aesthetic details because “beautiful” is simply easier on the eyes. However, fresh brands do more than look good; they stop traffic, which takes courage. If your brand doesn’t leave you a little short of breath, it’s not fresh.
Nurturing. Most of our clients are in the relationship business selling intangibles like trust and confidence alongside expertise and results. Fresh brands make a connection on those two levels, appealing to the mind and the heart. When reason meets emotion, relationships blossom.
So that’s our take. Inside you’ll find the stories of nine client brands built in 2011—ranging from one of the world’s leading providers of management education to professional service leaders in the consulting, law and accounting markets. These client stories certainly meet our measure of freshness. And if you agree, spread the word—online and off.
Click here to download your copy of our 2011 Annual Review. To view our interactive version online, click the link in the flash banner on our homepage.
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Brand Thinkers
Joe Walsh
Joe Walsh, a life long professional services marketer, is a principal and creative director with Greenfield Belser. He offers clients a wealth of sophisticated brand positioning, market research, creative development and media planning skills.
Burkey Belser
Burkey Belser, president and creative director, pioneered legal services marketing. He has been quoted on brand design topics by dozens of industry publications and is highly rated as a speaker on topics from branding to information design.
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