September; Can't forget the motor city
Nigel Davies
Helping business owners Untangle Your Brand ? so you are more relevant, unique and memorable. Winner Best Self Employed Business London FSB 2024 [ Strategy | Definition | Architecture | Messaging | Naming | Identity ]
A monthly newsletter wrapping up what's going on in branding, business and bands.
Brand Extra!
What's going on in the world of branding?
This month saw the global roll-out of the brand refresh for Johnson & Johnson one of the world’s most famous and largest healthcare brands. There was plenty of commentary about the move away from the soft script to a more formal font (and legible ampersand!).
I wasn’t convinced by the corporate speak on their website; “Each letter is drawn in one pen stroke, creating a contrast that delivers both a sense of unexpectedness and humanity.”
But I am sure in time this will help position the company away from a world of baby oil and cotton buds towards the healthcare innovation company it is focused on becoming.
This reminded me of my own brush with a global rebrand; Ford Motor Company which I led the design of whilst working at The Partners in 2003. It’s still an honour (and a slight buzz) to know I played my part in the evolution of a global icon.
But most importantly we solved a huge conundrum for Ford.
In our brief, we were given two distinct directions.
1. Don’t change the Ford Motor Company parent brand.
2. Don’t change the blue oval
I think the hope was we create new elements for everything else (colours, fonts etc) and sort out the brand architecture so that their vast array of car brands (from Aston Martin to the Focus) made sense to customers.
We ignored both directions.
Got rid of the parent brand and created a new global standard.
?
Result; a new global identity that could be rolled out consistently and easily across all territories (which had never been achieved before) and the symbolism of taking down the long script version of Ford Motor Company from the headquarters in Dearborn and replacing it with the blue oval created a renewed sense of pride amongst the workforce.
领英推荐
Ford rebrand ? The Partners 2003
What can you learn?
Insight; make your brand relevant
You can challenge a brief if the answer is going to produce a better solution (but don’t annoy the client!!!).
Story; make your brand unique
Be wary of justifying design changes with post-rationalised nonsense, that takes away from the credibility of what can sometimes just be ‘the correct design choice”.
Engage; make your brand memorable
Making mistakes can create unexpected outcomes. You don’t always have to fix them. If it looks right. Then it’s right.
Business Extra!
What's going on in my business?
Last month I wrote on LinkedIn about the Rolling Stones sending me a piece of direct mail to promote their new album “Hackney Diamonds”. There were many comments suggesting that direct mail is still an effective way of promoting a business. So, I’ve created my own printed newspaper.
It’s shameless self-promotion, but it's printed, so you can fold it up and read it at your leisure.
Band Extra!
What's going on my turntable?
A playlist for this month, listen on Spotify Can't forget the motor city
From the birth of Rock’n’Roll (Bill Haley), the creation of the Motown sound, the garage rock blues of The White Stripes and the creation of Techno, Detroit is more than just a motor city. While spending time there finishing the Ford logo, I visited the Museum of Techno and discovered The Dirtbombs. Enjoy a selection of Detroit’s finest…
?? Keep on listening.?
?? Keep on branding.
Nigel
Accelerating growth for mission-led orgs | Women's Health Advocate | GTM & Commercialization | Brand & Growth Marketing | Strategic Partnerships | Community-led Growth
1 年The nuance of branding strategy and expertise in these big brand moments is so under-appreciated. It's truly not only mastery of craft but mastery of human psychology. Very cool to see the evolution of major brands like Ford over time. Curious - what do you think the logo looks like in 2053?
CEO * Cross-spectrum Comms for Pharma, Biotech, MedTech * Expert Storyteller * Trusted Thought Partner * Patient Advocate * BTB & BTC services * Hire RAliance and know you're in the best hands. We've got you!
1 年Wow cool I had NO idea that J&J rebranded, and I work in pharma - how did that happen?! I guess I haven't been paying close attention to my trade rag news feeds :( Was it really necessary? I think Pfizer did the same in the last few years. When a brand becomes well known, we don't really think about what went into a simple name, logo, or symbol - like the movie "Air" about the creation of Air Jordans (and HIS brand). I think it's more about how the logo personifies the company or product, which is all the magic that people like you do, and marketing. Once established, a visual rebrand is sometimes a gimmick to draw attention, or perhaps to align global markets? I'm rambling.. it's late. Good fodder for more conversation!
Rebranding for Legacy Organizations | Award-winning Brand Designer & Marketing Strategist | Let's Create Brands & Campaigns that People Flock ?? to!
1 年Nigel, I want to be you when I grow up. I read every word of your newsletter, from your take on the Johnson & Johnson (why have I never noticed how nice of an ampersand LinkedIn font has?!) including your experience with working with one of the biggest brands EVER. AND you're so kind and thoughtful. Honestly, you're such a delight. Make sure you continue to keep me on my toes and offering challenging and thought-provoking conversations. And the fact you still read an honest-to-god real life paper.
Founder and CEO @ Bespoke ESG - Sustainability support, when and where you need it
1 年It's so interesting how your team used your specific expertise to take the client where they really wanted to go rather than where they thought they wanted to go.
Merchandise Planning Executive | Fractional MP&A Leader | Retail Advisor | DTC
1 年I love learning about the history and evolution of brands. It’s so interesting to hear all the details and nuances about why the logo or word mark is the way it is. Love your point about challenging the brief - but not annoying the client. As someone who started my career in advertising I have my fair share of experience writing briefs and working with creative teams to interpret the briefs. My advice when challenging the brief would be to do an option that aligns with the brief, so the client knows you heard them, and then wow them with the one that they didn’t even think they needed!