BL | FEATURE
be an expression of self-identity – as the parents of any teenager will testify! Established brand names allow companies to introduce new products more easily. A well-established brand is an intangible asset whose equity captures the years of advertising investment by the company . A brand mark is the visual manifestation of the brand and acts as shorthand that helps customers evaluate and distinguish between competing brands. Logos are most effective when they are unambiguous, easy to replicate, scalable but most of all, relevant. The better design professionals will thoroughly brief themselves with the their client’s business prior to commencing the creative process. Trademarks provide a regulatory protection to copyright infringements. Corporate identity should be coherently applied across every aspect of the company’s operation.
Strategic Marketing Strategic marketing is about the shaping and reshaping of a company and its products in line with changing customer expectations. If a product fails to deliver the values that it promises in its brand then its brand equity will ultimately suffer. No matter how impressive the artwork or the PR is, the discerning customer will not be convinced by cracked veneer. Think of how banks in Ireland have been affected by the last two years of bad-news stories—it’s unlikely that anyone looking at the Anglo Irish Bank logo will be awash with feelings of security and confidence. Another good example is Aer Lingus who have seldom been in the headlines for the ‘right’ reasons in recent times, with the result that the company’s trademark shamrock logo has wilted. Also, even when times are good for a business, it is vital that complacency does not set in—brands must be continually refreshed in order to remain relevant to the
FD, Ireland’s only nationwide PR Agency
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Bringing you closer to the people that matter most to your business
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