I found this fascinating post today:
The 19th century U.S department store merchant John Wanamaker once famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. And such is the case with measuring the value of brands. While many forms exist, I took the opportunity to write about our model, which relies on measuring the momentum, creativity and vision of a brand. Through BrandAsset Valuator, we are able to quantify the impact of creativity on contribution to building brand and shareholder value. The more creativity, the more momentum and energy and thus the more sales and profitability to the firm.
Read the whole article on Measuring The Contributions of Brand to Shareholder Value at The Brand Bubble by John Gerzema, Chief Insights Officer for Y&R.
Tuesday, March 23, 2010
Monday, March 8, 2010
Oscar Winning Short - Logorama - Here for the Long Run
I was one of the lucky few...I managed to watch this Oscar nominated and ultimately Oscar winning short before it was removed from youtube. Yeah, now it is no longer available due to copyright claims etc. What you see above is the trailer. The "trailer" of a "short"! The short gets shorter. Remember we are in the world of "tweets" now. No more than 160 characters please.
Anyway, the idea here is the all pervasive "LOGO". I think anyone who has ever worked in an ad agency will agree with me on the "make the logo bigger" refrain from clients. Even big brands are not spared.
The art of creating a logo is not easy and it has a science behind it. Ever wondered how some logos get imprinted in your minds? Well, those are the best ones actually.
Anyway, logos are an integral part of branding and they are here to stay. So are shorts by the way!
Tuesday, March 2, 2010
Travel & Tourism Ads
After my foray into travel writing and my recent visit to the NY Times Travel Show, I am looking a little more closely at travel ads. These ones by Swiss Tourism for instance have a neat layout, a clear message and the right colors. The creative idea isn't out of this world but it pretty much does the job, doesn't it?
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