For work this morning I had the opportunity to attend a Brand and Marketing Seminar where the speaker was a fellow by the name of Wayne Wolf. I highly encourage you all to checkout his company's website at
Blue Cup Design, this man and his team are amazing!
Wolf has worked with companies as prestigious as Target (my all time fav!), Martha Stewart Living Magazine, and Aspen Magazine- just to name a few. His designs can be found all around us, he is the genius behind the Target bullseye campaign. He is also the one who brought to life the cookbooks of Food Network stars: Bobby Flay and Giada de Laurentiis. In short, the man has an impressive resume.
However, the part that I found most appealing about Wolf--besides his plethora of branding and marketing knowledge--was that he was just an average small town Minnesota kid who decided to pursue his dream of being a designer. It was his perseverance, paired with his raw talent and passion, that has landed him success as a top New York design artist.
Another great thing about this seminar was Wolf challenged us to look at companies we judged, both positive and negative, and discover why we judge these places this way. For example:
I LOVE Target and would choose to shop there over Walmart, Shopko, and pretty much any other store. But why do I feel that loyalty towards them? Nobody ever told me I have to shop at Target. I was drawn to them for my own reasons, such as: great prices,trendy products,one-stop shopping, helpful employees,end-cap sales...and the list could go on. Wolf explained to us in detail today that these positive vibes that I get when I think of companies, like Target, are all because of one simple thing- COMPANY BRANDING!
Yep, that is right we have all been brain washed into having these fuzzy, happy feelings by design experts like Wolf. It is company's huge attention to their brand mission that make them so well liked and ultimately, successful.
On the flip-side of that are companies we think negatively about. These negative reactions may also be a result of branding, or lack there of. For example:
I strongly dislike Comcast (an internet and cable provider) and would not recommend their services to anyone. But why is that? Well for starters, I have experienced very crummy services from them in the past. My "high-speed" internet was constantly slow, my cable would always cut out, and the service people would never show up on time. As a customer it was so irritating! But why did Comcast allow these things to happen and, more importantly, what does my cable cutting out have to do with company branding?
Well here is the answer, Comcast has poor branding. Their day-to-day activities do not aline with their mission statement. Their mission statement by the way is:
"We will deliver a superior experience to our customers every day. Our
products will be the best and we will offer the most customer-friendly
and reliable service in the market." Kind of ironic isn't it.
Somewhere along the line the company lost sight of the true mission of its brand, causing conflicts with its customers and ultimately landing it on the list of 'Top Ten Most Hated Companies in America.' Proving two things: 1. I am not an overreacting loony-tune for not liking them and 2. Branding really does make all the difference in a consumer driven world.
Now, I do not know about you but it will really cause me to think about branding next time I praise or disgruntle a company. Not, that thinking about branding will in any way, shape, or form sway my opinion of a company...but it definitely will aid me in not making the same mistakes in my professional life and if any of you are in a career somewhat like mine, I encourage you to take the same look at the companies around you.
In closing, I apologize if this whole branding idea is causing y'all to fall asleep or your head to spin, it is just a little food for thought and a way to help us all be aware of the unseen ways that we are being persuaded every single day.
"Design is about demonstrating how beautiful something can be. It has a very profound quality. Design is a way of changing lives and influencing the future." -Sir Ernest Hall