Bad Idea, Home Depot.

Has the recession even changed big-box branding behavior?

In some cases, it seems so. Home Depot has just changed their long-standing and very successful tagline from “You Can Do It. We Can Help.” to “More Saving. More Doing.” I’m not sure what to make of that. While I concede that changing tactics to respond to market change is generally a good, proactive behavior, changing something as significant as a company’s tagline so drastically smells, to me at least, as something too close to desperation.

Value may have moved up the list of priorities as something we all need to address, but reframing your focus through your tagline seems to me to be a gross over-reaction. Especially because the building block of “you can do it” is already a value-oriented message encouraging people to tackle projects on their own, rather than hiring out.

Branding is supposed to involve more authenticity. It should focus on an organization’s heritage, values, underlying core differences. It should not be an attempt to pander to what the company thinks is the public’s need du jour. Sorry, Home Depot, we think you goofed this time.

-Chris

Have you ever wondered what a $50 logo looked like?

Today I read about “The $50 Logo Experiment” on 160over90’s blog. 

As a designer I have always wondered about those online design companies that offered custom logo services with unlimited revisions in a matter of days. They are my “competition” according to some, but I don’t think I should worry anymore after reading “The 50 Dollar Logo Experiment.” The post was not only amusing (Sorry to those who felt it was cruel!) but it is a perfect example of why you should stay far away from companies like that. That is unless a smiling cheese is what represents your company!

A logo should be something that defines your company as a whole. Sure it might seem expensive if you are just starting up but I think the money you spend will more than pay for itself in the long run. Creating logos takes time. We like to get to know you and what your company is about. We don’t just dive right in. Sure I could hand you a few circles with some type and say, here is your logo but it wouldn’t represent your company and thats what a logo is all about. 

In my 9 years at Insight I only know of one client that had ever used a service like this. But they landed at our doorstep as a result. I never did see what the company they used provided them but after reading the “The 50 Dollar Logo Experiment,” now I know. All I can say is that you get what you pay for.

-Bethany

Three ways to go viral.

No, I’m not talking about the swine flu. I’m talking about marketing messages and how you can get them to go viral. Viral marketing has become a hip, low-cost way to reach a lot of people quickly. While its not easy to do, following a few rules can help, according to Dan and Chip Heath, in the May issue of Fast Company.

An idea that is likely to catch on virally has to be emotional — very emotional. The kind of “emotional” that people can’t help but pass on to their friends. The emotion can be either positive or negative. But the more intense the emotion, the more likely it is that people will talk about it. 

If the message can be a warning or public service in some way, all the better. That’s the second trait of a viral idea. Its often a small favor like “free breakfast at Denny’s” or “did you see the kid on YouTube drugged up on nitrous from the dentist?”

The third trait is the “trigger” — a physical reminder of some sort to prompt talk about the idea, like an ad, a billboard, a product, a kid. If you can link your viral message to a common physical trigger, you can increase its ability to be talked about. 

Dan and Chip Heath say ” Viral doesn’t have to be a crazy YouTube video. But you can start thinking about emotion, public service and triggers.” It may take some creative thinking. And it may not be easy. But it can work.

–Chris