Does changing a logo mean anything?
by Greg von Urff on Oct.20, 2009, under Marketing Strategy, Rant and Rave
Recently, I have noticed a trend in companies changing their logos and creating an entire advertising campaign around that switch.
Huh?
How does changing a logo qualify a company for a new ad campaign? Especially when the message they choose is: “New logo, same company”.
Basically they are saying “we spent a ton of money to get a new logo for absolutely no reason”.
So, how can a company capitalize on a new logo?
They can create an ad campaign that talks about what else is new with the company. A new logo means nothing to the consumers. They don’t care that you spent gobs of money to come up with something “cutting edge”. They do care about how you treat them, the quality of your products and the value you provide.
A new logo is not a reason to spend huge money on billboards and TV commercials.
Improved service, more stores, better products PLUS a new logo? Now that is worth advertising.
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May 11th, 2011 on 6:14 pm
Greg, personally I’d agree with you, but I’m not sure whether being reasonable on that matter makes a lot of sense anymore. Sorry to say, but we have reached the point where “wet” is obviously more popular than “washed”. Quite obviously, (the majority of) people don’t care about a product’s quality as long as it bears a cool logo. To paraphrase one of the computer industry’s elephants: If you don’t have a logo, you don’t have a logo. Enough said.