Our thoughts on all things brand related.
Responsive web design–providing a true customer experience
By Larry Roth
Are you struggling with the myriad of browsers and devices that your customers are using? With new smartphones out almost every day, It’s no secret that mobile browsing is on the rise. This has lead to many companies rushing to explore a range of solutions to make their website work across these devices. This has lead to many companies rushing to explore a range of solutions to make their website work across these devices.
ESG – three letters you should know more about
By Denis Riney
I had the privilege of chairing the inaugural Enhanced ESG Analysis Conference in London last week, where 75-80 speakers from organizations as diverse as Forum for the Future, The UN Principles for Responsible Investing, STOXX, Thomson Reuters, EIRIS, and HSBC shared their views on different aspects of the sustainability movement.
Attendees were primarily from Europe, where adoption rates of sustainable business practices and standards are generally higher than in Asia or North America. While each of the 12 presentations contained a unique take on ESG, I would characterize the speakers as falling into three distinct groups: Advocates, Skeptics, and Objectivists.
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Building a faster web
By Ernie Bello
Creating a sound user experience on your website involves much more than just the user interface. Equally important is the speed at which that interface is delivered to the user. This article details what Brandlogic did to improve our site, and what you can do to improve yours.
Change is in the air. Brandlogic has introduced an all-new look that is decisive, beautiful and clean. It is only fitting for our website to match the aspirations of the refreshed identity. When we sat down to plan our site, it was clear from a design perspective that the new site was going to be a stunning (and long overdue) incarnation of what came before. We were inspired to create a technical architecture that complimented the new visual design: a strong, modern foundation to serve us well into the future.
We’ve learned that constraints are a wonderful thing. An aggressive launch timeframe made it obvious that we needed a simple, focused approach. We decided that performance was our main priority, which neatly corresponds with our new positioning statement “ideas that drive performance.”
Robot writing is not communication
A recent New York Times Sunday business column profiled the efforts of a startup that has developed software purporting to take data and automatically turn it into natural language articles that appear to be written by a real person. As someone who makes his living as a writer, naturally I am disturbed by the long-term implications.
The new technology is intended to be a way to present raw data in a way that is more understandable and consumable by humans, and thereby improve communication. However, it marks the top of a slippery slope. Technology has a nasty habit of changing how people think. It shapes our expectations and standards. Continue reading
MTV: an identity ahead of its time
By Paula Snyder
MTV launched itself on August 1, 1981 and yesterday celebrated its 30th birthday. In honor of their 30th I’d like to remark on the uniqueness of their 30-year brand. MTV’s logo has always been a block “M” with “TV” graffitied in the corner. Pretty simple, no? What I find interesting is that from a branding perspective they were really ahead of their time.
Reflecting the essence of Brandlogic
This year marks a milestone in the history of Brandlogic. We are kicking off the celebration of our 35th anniversary. To better reflect our heritage, reaffirm our commitment to clients and articulate our ambitions for the future, we are updating our brand.
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What’s in a name?
A small yet important change is part of rebranding our firm – the presentation of our name. In print, it had been properly expressed as BrandLogic. Now, we’ve made it one contiguous word: Brandlogic.
Why is that important? It has to do with what a name communicates to the marketplace and what it says about the organization. In our case, we have two pieces of information that we need to get across. First, that we are at our core a brand consultancy, and second, our credo: Ideas that Drive Performance.
The name of the firm itself does a good …
Do you know what sustainability means? (Hint: It’s not just about being green)
By Denis Riney
Sustainability is one of the corporate world’s emerging priorities. Often it connotes “green” initiatives or environmentally friendly practices. But how should CMOs, brand managers and public affairs executives inside large corporations think about sustainability in the context of brand and reputation? Continue reading
Bringing your brand to China
Yesterday I had the pleasure of attending an executive briefing on the business environment in China held by The Conference Board. David Hoffman, a veteran in business issues within China, led the meeting with a compelling look into the economic, social and political dynamics that drive business in the country. Based on the presentation by Mr. Hoffman, it is without question that multi-national corporations and smaller enterprises are still welcome to China, but the operational dynamics are changing rapidly in this fluid environment. Continue reading
Simple for you, befuddling for me: confessions of a former simpoholic
By Denis Riney
“Make it as simple as Google.”
One of my former clients started off our meeting with this declarative request as we were getting ready to take him through a “simplification exercise” to fix his very convoluted database.
Clearly, this gentleman had in his own mind an internal benchmark of what simple meant to him. Our team, on the other hand, wasn’t able to articulate in such clear language what the output of our work would actually be. It occurred to me that as a purveyor of simplified communications, I wasn’t making it totally clear what simplicity really meant.
