Archive for October, 2010

Oct 30 2010

Chevy Sputters With New 'Runs Deep' Brand Campaign

The much vaunted new marketing team at GM and its flagship Chevy brand are probably not having such a great week. It was not supposed to work out that way. As you may be aware, Chevy launched its greatly anticipated new brand advertising campaign during the past week (and on the World Series, no less). [...]

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Oct 12 2010

Gap Pulls a 'Coke Classic'

Well, it’s official. Gap just announced that they are scrapping their week-old logo to go back to its classic blue box identity. This latest branding fiasco is getting a surprising amount of media coverage. A lot like when Coca Cola Company switched to New Coke back in the eighties and had to beat a hasty [...]

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Oct 09 2010

New Gap Logo: D.O.A.

Don’t you love the new Gap logo? Seemingly in the middle of the night, the company slipped its new corporate identity onto its website this week and the world reacted. It was not pretty. The classic, beloved Gap logo: The new unloved (so far) Gap logo: Gap did not give anyone any warning that it [...]

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Oct 03 2010

The 'Safe' Car Brand Tries 'Naughty'

Whenever I do brand development workshops I always use Volvo as a classic example of a strongly defined and consistent brand “essence.” Almost to a person, workshop attendees correctly identify “safety” as being Volvo’s brand essence. I have even done this exercise in Mexico City and had the exact same response. (Incidentally, the other two [...]

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