Companies Spend Millions Trying To Differentiate Their Brand
Another great infographics - This time from Wired Magazine. Some colors are more popular than others and the name and logo tell us very little about the company. Therefore each Brand owner have to load the Brand with all the information and expectation, they want associated with the brand (eg a company, organization, product or service).
This is done via marketing, mostly advertising and PR.
The brand experience is the sum of all points of contacts with the brand. The brand image is what is in peoples minds, their information and expectations associated with a product or service. Often there is a gap between the brand experience and the brand image.
Marketers all over the world invest billions of dollars, mostly in advertising, to close this gap, because if done right, it will convince consumers to to pay a lot for products that often are cheap to produce and of little difference.
Successful brands gets well known in the marketplace. They get positive brand recognition.
We all know that, don't we?
Take a look on the logos in the picture above again. Start with the blue companies and ask yourself:
1/ If you know the brand
2/ Do you know the industry they work within or any products or brands
3/ Do you know if they have a brand tagline (eg Nokia - Connecting People)
4/ If you have a positive attitude towards the brands that you recognize
5/ You can remember any advertising campaigns from the brands
This is interesting, because these companies invest millions of advertising dollars, yet I could only tell what industry most blue logo companies are within. The reason could be I'm not in the target group (or that I'm Swedish, and a few of the companies are not present in the Swedish market).
I hope you did better - Or what does it tell us about the state of brand advertising?
I don't know, but even if the color and logo design tell us little in an overcrowded and competitive world - Imagine the same infographics made for all the stock exchange companies in the world, or all the companies worldwide represented by a website. If not exposed to some kind of advertising or PR, we would probably be clueless.
Marketing is complicated and it's probably the reason why I love it.
