brands

2.28.13

Ann Byne, Principal, The Byne Group

What’s in a brand’s logo and name? Apparently not what you thought.

Have you ever seen a company’s name and logo and wondered what the thinking was behind it? I know I have. I ponder how logos are chosen, is the name an acronym, someone’s favorite fruit or a just vision someone had during a dream?

Here are a few that have intrigued me. Even after some research some are still clouded in mystery.

AFLAC
Brothers John, Paul, and Bill Amos founded American Family Life Insurance Company in 1955. They soon changed the name to American Family Life Assurance Company of Columbus, (quite a mouthful). In 1989 they adopted the acronym Aflac and the rest is history. Hey who doesn’t love the Duck? Brilliant branding.

Apple
There are actually two Steves behind this brand, co-founders Steve Jobs and Steve Wozniak. I have read many different notions at how the name came about. Anyone out there know which is true? 1. Apple is considered to be the fruit that provoked Newton into inventing gravity. Hence, Apple Inc., is an inspiration for constant invention and development. 2. It was named after Apple Corps, the Beatles record label because the Steves were fans of the Beatles. 3. In 1976, Steve Jobs was working in a community-type farm in Oregon and that inspired him to name the company Apple Computers. 4. The two Steves believed apples to be the most perfect fruit. Well, whichever is correct, I love the simplicity of the name and now I’m just plain hungry for an apple to bite into… oh yeah that’s the logo.

Mercedes-Benz

10.4.12

Jennifer

Day One : Advertising Week in NYC

I just returned from day one of Advertising Week in NYC. I was pleasantly surprised how recharged I could get listening to some of the top creative and marketing minds talk passionately about an industry that I am so dedicated to. It’s easy to get lost in the day to day grind of your agency and your specific role in that agency and it’s nice to take a breather every once in a while, to get inspired and remember why you started in this crazy business to begin with. (Plus, a day in the city, minus children or my laptop never hurt).

If you know The Byne Group, you know that we are all about the brand. Every lecture I attended today reiterated how important a brand is, to companies, to the talent in those companies and most importantly, to the consumer. Your brand is everything. It’s why people like you, why they use your services or buy your product, and if you are lucky – it’s why they recommend you to their friends and family.

What is so interesting about the world that we are living in now is there are so many other things to consider in order to successfully market a brand. Half of US adults now have a tablet or smart phone. Studies are showing that people notice messaging on these devices more often than when using their stationary or desktop computers. Consumers tend to use tablets more during off peak hours, before work or before bed – and are more likely at this time to focus on messaging about personal interests rather than work. People tend to use their smart phones for shorter periods of time – checking it quickly during down time without being able to explore much content in depth. Are you considering what mobile devices your audience is using and are you speaking to them accordingly?

1.17.11

Ann Byne, Principal, The Byne Group

The Brands We love and Why!

Two of my favorite brands are Starbucks and Apple Store. In the book titled "The Power of Co-Creation" the authors talk about how these two brands (and others) have embraced a concept of co-creation to build huge successes.

Starbucks, an experience wrapped in a cup!

I first became a fan of Starbucks not because of the coffee but because of a segment on a Sunday morning show about how they treat their partners (employees) with respect and dignity. They are one of the most progressive employers in the U.S. and that really matters to me.

In 2008 Starbucks had to deal with "the perfect storm." The economy collapsed and the competition became fierce. They didn’t take it lying down. In 2008 they went interactive launching MyStarbucksIdea.com where everyone was invited to help "co-shape" it’s future. In the first year, 65,000 ideas had been submitted and 658,000 votes were cast. In 2009, 50 of the ideas had been approved and began launching. Then, they used their power to do good by launching "Pledge 5.starbucks.com" (ok it didn’t hurt PR either) where fans were asked to donate their time to community service. The result, by fall 2009, 1 million service hours were pledged. No one can say for sure but I believe these initiatives helped them turn a corner and in 2010 they returned to profitability.

4.7.10

Ann Byne, Principal, The Byne Group

What's Your Brand Story : Why the Promises Our Firms Make Matter

“Brands are stories, containing a promise to perform, at every possible contact point. These stories are accepted or rejected by consumer audiences based on performance.” –Neal Mendelsohn, Chief Experience Officer at Fourth Wall, LA

4.17.09

Deanna Gould, New Business Development Manager, The Byne Group

Are you resting on your brand?

Like most in the marketing and advertising world, I do a lot of reading about what’s going on in all different types of companies. 2009 has brought many a story of the failures of businesses of all kinds, sizes and ages, for-profit and not-for-profit alike. Not so much about success. Maybe it’s not as big a draw as failure but if you’re like me, I want to learn how businesses are succeeding in what has been termed ‘the worst time since the Great Depression'.