Whether you’re a Marketing Manager or CMO, for a 10-person company or a Fortune 500, if your brand doesn’t have a Standards Guide then you need to develop one – immediately. Today more than ever, you need to be able to point to a set of rules for how you communicate to the world beyond [...]
All posts tagged logo
The Importance of the Brand Standards Guide
Posted by Nick Healy on December 6, 2012
http://mascola.com/insights/the-importance-of-the-brand-standards-guide/
Rebranding: The Good, The Bad and The Ugly
Who doesn’t love a good rebrand?! It can add life and sales to an old product line or it can introduce a new audience to a product they’ve never seen or may have overlooked before. A rebrand can go horribly wrong, as with Tropicana’s packaging redesign and the Gap’s rebrand a few years ago. These [...]
Posted by Nick Healy on October 10, 2012
http://mascola.com/insights/rebranding-the-good-the-bad-and-the-ugly/
A Moment of Marketing Clarity: Avoid Committee Decisions
We’ve all heard about too many cooks in the kitchen, design by committee, yada, yada, yada. And yet so many people in the world of marketing avoid these important pieces of advice. Here is an old but fun video to remind us of what can happen when we try to be too many things to [...]
Posted by Michelle Yue on September 5, 2012
http://mascola.com/insights/a-moment-of-marketing-clarity-avoid-committee-decisions/
Now That’s How You Make an Olympic Logo
With the 2012 London Games over and done and all of the athletes gone home, we can also say goodbye to the much maligned logo that was created for this year’s Summer Olympics. Not only was the quality of the identity hotly debated, but I noticed a huge lack of its presence on-air during the [...]
Posted by Nick Healy on August 30, 2012
http://mascola.com/insights/now-thats-how-you-make-an-olympic-logo/
Brand Change Needs to Come from the Inside Out
I recently came across an article by Dan Pallotta in the Harvard Business review entitled “A Logo is Not a Brand”. Pallotta does a great job of summarizing what it is that makes up a brand. Here at Mascola, we are constantly beating this drum. We often have to convince potential clients that just a [...]
Posted by Nick Healy on November 7, 2011
http://mascola.com/insights/brand-change-needs-to-come-from-the-inside-out/
It’s Back to the Basics for Success in Mobile Advertising
Last week, I attended the Mobile Media Summit in New York, where panels of advertisers discussed the increasing use of mobile media and all that it implies. Among a number of topics – from creative quality to getting clients to embrace this medium – one particular discussion stuck with me. Although seemingly obvious, the discussion [...]
Posted by Kaitlin Randall on October 12, 2011
http://mascola.com/insights/its-back-to-the-basics-for-success-in-mobile-advertising/
Wealth TV – A Sham for Affluent Brands?
I discovered Wealth TV when I was home on maternity leave a few years ago. The soothing sounds of Classical Journeys quieted my newborn like no other program, and I learned a little about some faraway places. But I wondered then, and still wonder now: do the wealthy really watch this channel? Their online media [...]
Posted by Michelle Yue on August 26, 2011
http://mascola.com/insights/wealth-tv-a-sham-for-affluent-brands/
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