Amazon has been practicing brand extensions since they expanded their inventory from books a decade ago. Never failing to create unique strategies to retain and grow their customer base, Amazon has recently announced its entrance into the e-grocery world.
Source Communications needed a new web design with improved functionality, better content and mobile optimization. Their goal was to increase sales interaction via online forms and phone calls. FiG analyzed Source Communications’ existing website and mapped out a digital marketing strategy that would increase traffic and sales leads.
At the beginning of this month, Intel, which has used the slogan “Sponsors of Tomorrow” since May 2009, announced they have a new slogan, “Look Inside." This new slogan seems to be just the beginning of a deeper look into the brand strategy.
Real fruit-feeling packages have been a really fun area for package experts to work on. Over the years, we've seen some creative packages that look and feel like the fruit inside:
For a long time Amazing Moves Moving & Storage had successfully established themselves as a moving company that provides exceptional service and value, but they were lacking a brand focus that could properly leverage that in the larger community of consumers who had never used them before. Their message lacked a common focus to convey their quality to potential customers.
- Amazing Moves was missing a distinctive mark that customers could latch on to. They had their iconic red trucks, but no logo that would fully represent the brand image that would resonate with these customers.
- Their website architecture was very clustered and was missing a clear goal or call to action.
- Their brand presence lacked an emotional connection which was necessary to project the image of trusted Denver movers.
Amazing Moves realized their limitations and came to FiG for some answers.
After defining their audience and understanding their company, we developed an updated branding strategy that would reflect the fresh brand look & feel that they were looking for.
- We started by delivering a new logo that captures the essence of their business while still remaining recognizable to their existing clients.
- FiG then created new collateral that would demonstrate this updated image to their prospective clients. A new logo alone was not going to be enough to fully encapsulate this fresh positioning in the minds of their prospects. A cohesive brand is vital.
- That is also why we redesigned their website to properly convey this new look, accommodate multi-media files, and improve the overall user experience to maximize conversion.
Amazing Moves' website won a Marcom Gold Award in 2011.
The changes coupled with an on-going SEO and Conversion Analysis effort has produced very satisfying results for Amazing Moves:
In year over year traffic:
- Web-traffic grew by 49.66%
- Unique visitors rose by 47.72
- Page views by 65.48%
- Average time on site increased by 14%
- Pages per visit increased 10%
- "Request a Quote" and "Contact Us" form conversion rate has grown impressively into double-digits
We are extremely proud of the results from this project and look forward to helping others in similar situations. If you are looking to revitalize your brand, do not hesitate to contact FiG for a consultation.
- Redesign the Petroleum Building's brand under these guidelines to represent for both historical and efficient images.
- Research and develop a way to strategically position the Petroleum Building away/above its direct competitors.
- Design collateral branding materials that represent this new brand
- On-going copy-write and content updates
Do you remember when FiG discussed brand strategies in 2011? Branding themes continued to develop throughout the year because of their vast marketing implications, and we weren't the only ones talking. Netflix was a hot topic of conversation as they provided a great example of how quickly you can lose brand equity. Raising prices is one thing, but rebranding your DVD business as “Qwikster” only to backtrack on this decision moments later is only going to confuse your customers and hurt your brand.
Consumers develop feelings and opinions towards your brand because of your various marketing activities. When they hear your name on the radio, see it in a newspaper, or come across it from a web search they are forming a specific position towards your brand. Consistency in these marketing messages is what will ultimately solidify your brand's image in their minds. Inconsistency will only confuse consumers and eventually erode your brand equity as shown by Netflix or GM.
2011 was also the year for Burger King to incorporate a much needed rebranding effort. The King Mascot started out as a great Marketing ploy to generate some buzz with their target market, but should have ended shortly thereafter. BK mistakenly tried using the King as a long-term branding effort that landed them a steady decrease in sales while McDonald's and Wendy's showed increases. Burger King has undergone rebranding efforts to become more product oriented with their advertising similar to that of their competitors.
Not all brands missed the mark in 2011 as the world's leading coffee retailer redesigned their logo to lose the iconic Starbucks name. The change comes after 40 years of keeping their name in the logo, but they are not worrying about people missing the message. Companies like Nike, Apple, and Target have been doing this for years with significant success. This just marks the evolution of the Starbucks brand and further demonstrates how powerful branding can be if done properly.
Branding was a popular topic in 2011 because of its continued significance on marketing strategy. Twitter gave marketer's their new branded pages while Lands' End looked to further their brand awareness with the up-and-coming social media platform Pinterest. As we look ahead to 2012, we don't expect to see any drop off in the importance and focus branding will be to your company. Improve your own brand awareness by contacting FiG Advertising and Marketing, your Denver brand agency.
In case you didn't know, FiG dedicates a monthly blog for the best and most creative ad that has caught our attention. With 2011 in the rear-view, we look back at each “Ad of the Month” to determine who shall be crowned our 2011 Ad of the Year. Despite having so many excellent choices, only one could be given such illustrious honors. This year FiG has decided to stay local with Goodwill Denver and their “Goodwill Effect” advertising campaign.
A typical thrift-store generates a common image from most patrons: standard and mundane. Goodwill Denver was looking to challenge the traditional thinking surrounding most thrift-stores with the use of some creative advertising. Their billboard ads in particular do a great job of encouraging people to “Donate when life changes.” Many people perceive a thrift-store as offering second-hand products with second-rate quality, but Goodwill Denver wants to change your perception on the latter.
Goodwill Denver didn't get those action figures because there was something wrong with them; but because he got a girlfriend. They didn't get those nice china plates because they were cracked or scratched, but because he didn't want to be reminded of her every time he looked at them. She didn't donate those jeans because they were out of style, but because she didn't fit into them any more.
Each of these ads does an excellent job of not only providing a new reason to donate, but also painting a positive picture about why these products were donated in the first place. Goodwill Denver wants to break away from the image that their products are of less quality while simultaneous looking to have everyday people donate the items they no longer need. This duel strategy hits both ends of their product life-cycle and provides for very efficient advertising.
Goodwill Denver is our 2011 Ad of the Year because these billboards get their message across in a simple, attractive, and effective way. As we look ahead to 2012, we are excited to see what new and creative advertising will stand out against the rest. We don't expect this to take very long with the Super Bowl just around the corner.
Contact FiG Advertising, your Denver brand agency, for your Ad of the Year quality branding campaign.
One of the projects is with Marie Hahn, the owner of Open Lotus Acupuncture & Herbs. FiG will help her dive into the identity of her business and work through various marketing and branding components. To accomplish these goals, FiG and Lotus Acupuncture & Herbs will work together to develop a full package of branding materials, including logo design, business card, an E-mail signature, letterhead design, envelope design, invoice template, E-Newsletter, and Power Point template.The other project is a logo design for Learning Bee Child Care Center.Early branding is key to business success, especially to a small and/or start-up company. It is a company's name and face, and it is the fastest way for a company to communicate with customers about what it is, what it offers, and what it stands for. Inaccurate branding creates confusion about the business, and it creates long-term problems as the company develops and evolves over time. Moreover, an inaccurate brand requires a lot of future investment as the company will eventually need to rebrand itself.A good brand includes the following key factors:
- A clear identity
- Well-defined services
- An emotional connection with customers
- Room for business development with new products and services
- Personality: When interacting with brands, we are attracted to the ones that are intriguing, self-assured, reliant, and unique. Effective messaging strategy conveys the right attributes of a brand to its' audience. The king showing up in people's beds and peeping in windows was intriguing and unique, but that is not a personality that customers consider attractive when choosing a fast-food restaurant.
- Authenticity: It is understandable that Burger King wanted to be more than just food, but they went too far--they wanted to be the king! What is worse is the king doesn't really speak for their burgers. When Burger King became more about the "king" than the "burger", they lost the authenticity of burger quality. Customers don't buy kings, they want to buy burgers, so they went to McDonald's or Wendy's.