Author: Americans for the Arts

Publication Year: 2012

Media Type: E-Book

Summary:

This e-book explore 12 companies, 6 that had brand mis steps and 6 that used their brand in exemplary ways. From logo redesign to new product introductions, companies use their brand to communciate their core values. Learn from this e-book some do's and dont's of brand development.

Abstract:

Why do some brands flop and others thrive? Even corporations with multimillion marketing budgets and hundreds of staff members have suffered as a result of major branding failures. And in the digital age, consumers are quick and often harsh in reaction to a branding decision gone wrong. From logo redesigns to product extension, this e-book explores six brands that have made a major OOPS, six other brands that get a ‘WHOOP WHOOP’ for their work well done, and how all of this can be applied to the arts. You’ll:

• Learn why GAP failed in successfully engaging their online community when attempting to redesign their iconic logo.
• Understand why Netflix took a major hit in the area of brand loyalty when it split its business into two divisions.
• Why the “Syfy” channel may have alienated its core audience as a result of its rebranding efforts.

Arts & Intersections:

Categories: Marketing and Communications