Print has been a staple of advertising since the beginning, but with the widespread adoption of the Internet and social media, it’s now the first to be cut from a marketing plan to save costs. One of the main benefits that online advertising currently provides over print is interactivity with an audience.
Many advertising professionals suggest that print is dead, but according to Forbes, print is a “powerful and necessary component of a modern ad campaign”. Print’s advantages include tangibility, credibility, branding, target marketing and, in some instances, engagement.
Check out this Forbes article for their rationale.
Forbes suggests using QR codes to help bridge the gap between print and web. Although a great tool, QR codes need to be used with caution, as they take the user away from your ad. Below are a few examples of how you can reap the benefits of print, while harnessing some of the valuable interactivity of the web.
Lexus ad using CinePrint technology:
This past March, Island Savings named Eclipse their preferred marketing partner. We’ve been busy ever since working on a variety of projects including launching their new brand! It’s been a very exciting few months and we’re thrilled to share some of this work with you.
You might be familiar with Island Savings’ previous logo:
Now you can meet their new look:
This logo was designed by Dennis Boyle from Boyle Design in Vancouver.
Island Savings did their research (thanks to Cathy McIntyre at Strategic Initiatives and Corporate Insights), and spent the proper time to establish their brand and position themselves as the Islands’ local, approachable, intuitive and community-minded bank.
We knew that Island Savings cared about the community, but have been impressed by (more…)
Everything is branded these days, from your local plumber to your province. Surprisingly enough, the most well-known brand in the world, the United States of America, has decided for the first time in 236 years to create a federal brand strategy. Canada, in comparison, has been on the tourism brand-wagon for almost 20 years now. As a result of a declining economy and American travel, President Obama has established the first national strategy to promote inbound tourism to the U.S.A.
We’ve all heard the expression before: a picture is worth a thousand words. In advertising, this notion translates to dollars. Many companies overlook the importance of quality photos and scrimp on the budget, but high quality shots are crucial to a company’s brand image and, inevitably, its success.
It doesn’t matter how much you’ve invested in your identity and product; if you have poor images, your brand will suffer. Plain and simple.
Take a look at these local sites, for example.
FOL EPI, VICTORIA, BC
For longer than we know, McDonald’s has been trying to shed their greasy, low-grade image by setting their sights on a more sophisticated audience. With the launch of their “I’m Lovin’ It” campaign in the early 2000’s, they aired a number of TV ads displaying business lunch meetings at McDonald’s and young, beautiful, happy and healthy people enjoying their Mcwraps, Tuscan Salads and Angus Burgers. Although successful in generating short-term sales, it was arguably unsuccessful in combating ingrained associations we make with their company image… Enter the McCafé.
Imagine you are a brand that’s slowly losing market share on a annual basis. In this situation, you can go one of two ways: sit back and do nothing while you await your chariot to brand afterlife (*cough* RIM *cough*) or plan something truly daring and explosive to step back into the spotlight.
This is essentially the dilemma international footwear company K-Swiss was faced with earlier this year. They needed to do something drastic to get back in the game and specifically break into the training shoe category dominated by Nike, Adidas and Reebok. Their audience? College kids, especially the guys who work out. They had to do something so out there and non-traditional that it couldn’t possibly slip under the radar.
By David Tapp of Eclipse Creative
I don’t know about you, but I absolutely adore branded content. Say what you will about the future trends in branding, advertising and design, but the shortest way to my heart is in distinguished, witty and undeniably engaging content that has my eyeballs glued to what you’re selling from top to bottom. There is still something to be said about the art of storytelling.
“68% of companies said they were shifting from traditional forms of marketing to more emphasis on aggressive forms of branded content.” – EMarketer
For those who don’t know, branded content (more…)
playing on sex appeal
or even targeting keen, young tastes.
Tobacco advertising has of course become much more ridged over the years as the EU and the WHO have both specified that it shouldn’t be allowed. More recently, some countries have also imposed legal requirements on tobacco packs.
Last month, Australia drafted laws that would ban branding of any kind from tobacco packaging; these laws are unprecedented anywhere in the world. This new regulation will prohibit cigarettes from displaying any logos, branding, colors, and promotional text. It will standardize color, font, and size of type and force mandatory health warnings on 75% of the front and 90% of the back of packaging. All packaging will be forced to have an olive green base color (research has shown smokers find this color least attractive on packaging). Removing the brand display and replacing it with a standard green package and images of rotting human gums and lungs will make this the toughest anti-tobacco campaign in the world.
The idea behind this law is obviously to deter current and new smokers from smoking—essentially removing the glamour. And boy, does it ever— (more…)
We have had the absolute pleasure of working with a local charitable foundation called Help Fill A Dream on re-branding in an effort to increase public awareness during the year of their 25th anniversary.
For those who don’t know, Help Fill A Dream is an immediately responsive charitable foundation that provides hope, help and happiness for Vancouver Island children under the age of 19 with life-threatening conditions by fulfilling their dreams (more…)
For better or worse, the unveiling of Starbucks’ new corporate identity seems to have the digital realm abuzz. In this 1 minute 30 second video explanation, Starbucks CEO Howard Schultz, states that the logo’s evolution allows the Siren (what is a Siren) to come out of the circle and “gives us the freedom and flexibility to think beyond coffee.”
Back in early July, we wrote a blog post about the events that unfolded around NBA star LeBron James’ televised announcement that he was leaving the Cleveland Cavaliers for rival team Miami Heat in the 2010-2011 season.
Since then, LeBron and his PR and marketing firm have done their best to combat the flak he’s received for dropping his beloved fans in Cleveland. Rightfully so, Cleveland was led by a player mentioned in the same breath as (more…)
As promised, we have decided to follow up with our “Building Memorable Brands” presentation on behalf of the Downtown Victoria Business Association yesterday at the Hotel Rialto.
For those who attended, we went over the importance of nailing your brand and how to build and maintain it over time. There were some stimulating questions asked by the audience that really got everyone in the room thinking. If you missed the seminar, not to worry, below are some tips pulled from the presentation:
1. A common misconception … Your logo is NOT your brand. It is an effort to visually reinforce and help people better identify your brand. It should “assist” in brand building, but not be considered the makeup of your brand in its entirety.
2. Define your brand! If you could think of one word to be synonymous with your brand. What would it be? For example: when we think Volvo, we think safety.
3. Define your brand personality. If your brand were standing in front of you in human form, what would it look, (more…)
“Look at your phone. Now back to me. Now back to your phone. Now back to me. Sadly your phone isn’t me…” Was this really the script Telus had in mind for their latest ad campaign promoting Pat Prefontaine as their front man?
For those who don’t already know, Telus recently launched a series of ads that smell a whole lot like a wildly successful Old Spice Man campaign. While Telus is not the only company attempting to ride on the coattails of Old Spice’s success, they are certainly the most surprising. (See McDonald’s latest Quarter Pounder Deluxe commercial as another debatable imitation).
A lesson in brand building: When you take years investing in memorable and mighty powerful “brand standards”, stick to your guns. Telus has fallen far from its brand strategy of catchy jingles, (more…)
LeBron James is set to make an unprecedented step in sporting history; all under the direction of his agency LRMR Marketing. ESPN will be broadcasting an hour long TV special called “The Decision” of the live events leading up to and including the announcement of LeBron’s new team selection in the NBA. The viewership is expected to be in the millions and the NBA couldn’t be happier with all the publicity.
But with all the big brouhaha over LeBron’s “decision”, one could question what effect his choice has towards his personal brand, and what those consider to be his make up as a player within the NBA. To name a few, here are some options depending on the outcome: 1. Shake up the credibility of the NBA with a big name stealing the entire focus of the greater good of the league or the teams within it. 2. LeBron could be labelled less of a team player for not taking the best “fit” but the best pay out (which with one of the teams could potentially make him a billionaire). 3. Add more fuel to the fire and revive a lull in the National Basketball Association’s attendance, viewers and overall success. 4. LeBron could be labelled as one of the ‘next great Jordan-types’ for picking a good fit and team that will ultimately lead him to an NBA title with a lesser personal payout.
All options are equally intriguing. As for now it’s for us to find out at 6PM this evening and for LRMR Marketing to keep under wraps until then. If you would like to learn more about protecting and building your image, visit us here.
As for tonight – sit back and watch the show here.