Google’s new logo (not to mention new parent company name) has thrust the notion of branding back into the spotlight, but also highlighted some of the ways in which this classic marketing craft is being irreparably changed by new media technology.
We can all debate the pros & cons of losing the serifs from Google’s font, but it’s actually some of the technical thinking behind it which are most forward looking - how it’s optimised for low bandwidth connections, adaptable as a tiny mobile icon, or dynamic & animated when it needs to be. Although they’ve tweaked their logo 5 times over the past 15 years it was finally time for a more dramatic change, not just because aesthetics have moved on, but because the technology on which we encounter branding has too.
Branding serves a key role in building the trust & mental availability that ultimately leads to purchase, and a well built and well leveraged brand can be one of a marketer’s most powerful assets. Here’s 5 ways in which the modern media ecosystem is shaking up the classic rules of branding:
1. Cross-Channel Consistency
It’s no longer just the case of ensuring branding is consistent between a few print ads, or that your TV has the same end frame. Multi-channel marketing demands more creative flexibility than ever before, which only makes having a firm and recognisable brand foundation to anchor it even more important – whether that’s logos, slogans, colours or other iconography.
2. Movement & Interactivity
A wider range of media types than ever now allow movement, from digital outdoor to subtle cinemagraphs in your Facebook Newsfeed. The wildly animated adverts seen in Harry Potter’s Daily Prophet newspaper are no longer a magic fantasy but a reality. Few brands have yet been built to capitalise on this with any sort of movement in their logo, let alone employing a device like Google’s ‘dots’ to allow dynamic interactivity.
3. Start Frames, not End Frames
Over the years marketers have honed their brands’ signature sign off, but formats like YouTube’s TrueView or autoplay in newsfeed are turning that world on its head. If 10 times as many people might see the start of your video as the end you’re definitely going to want to find a way to build your brand in there too.
4. Mobile Sized
A simple, memorable logo has always had its advantages, but no more so than in the modern mobile world. Brands need to be able to hold their own when shrunk to an App Icon, scrolled past in a smartphone newsfeed or downloaded on a low bandwidth wireless connection.
Some of the biggest brands in the world have different positioning, marks or even names around the world. They’ve existed like this for years without issue but with people travelling more, and content travelling much much more, it’s increasingly important to put on a unified front… Hopefully one that still allows for local nuances.
Ultimately marketers sell products by driving physical and mental availability, and those which can continuously drive a rich & consistent brand image are the ones that can do just that – after all, people have far more important things to worry about in their lives than keeping up with a brand which keeps changing on them or vanishing.
Find me on LinkedIn - I’m a digital evangelist but also a realist -#DigitalSenseis my attempt to cut through the hype that too often surrounds the industry. I hope to help marketers like myself make sense of digital, and brands transform their media approaches to drive business results. I am Global Digital Director at Carat (part of Dentsu Aegis Network), an agency redefining how the world’s biggest brands think about media.
This article was written by Jerry Daykin & originally posted on https://www.linkedin.com/pulse/5-media-trends-redefining-how-brands-built-jerry-daykin?trk=hb_ntf_MEGAPHONE_ARTICLE_POST