Tag Archives: Eric’s Picks

Small Business Beyond Saturday

There may be hope this Small Business Saturday if local businesses implement the right strategy, products (a singular focus), and customer service.

Local bookstores are reportedly “booming,” according to a CBS News column published on Nov. 23, 2018, Black Friday.

“Bookstores are back and they’re back in a big way. I’m not giving to to hyperbole — it was record-breaking for us.” 

The success can be traced to a singular focus – books – specialization, and customer service in local communities.

Also on Friday, a report from newser.com announced a Toys R Us resurrection, with pop-up shops just in time for the holiday season. Even Geoffrey, the chain’s giraffe mascot, is making a comeback, after calling it quits earlier this year.

I’m confident Toys R Us, and other retailers on the brink of collapse, can still survive in this market.

Nostalgia can only take the store so far. It will take a narrowing of the products and services, hopefully shedding Babys R Us and other spin-off stores.

But for many brands, going back to the basics is a great place to start.

Follow Eric on Twitter @ericzimmett for continuing coverage

Small Business Saturday Periscope

Disney announces name of Netflix competitor

Disney this week announced the name of its new streaming service, said to be a direct competitor to Netflix.

I’ve been listening to The 22 Immutable Laws of Branding via Audible. Great read…or listen.

A section that really caught my attention was on naming a company, particularly when entering a new category.

According to the 22 Immutable Laws of Branding, if Disney wanted to compete with Netflix, it should have gone with a completely new name.

Instead, they went with Disney+ (Disney Plus).

Disney-Plus-Logo

This was a mistep for a couple reasons. For one, the Disney brand means a lot more to people than movies, so having a Disney Plus doesn’t really signify what the product is.

And secondly, Plus is common word, one used in recent startups like Google Plus (shut down in 2018); as well as Nike Plus; and most notably with Hulu Plus (which Hulu later dropped), another streaming service, owned by none other than The Walt Disney Company, along with 21st Century Fox (acquired by Disney), Comcast and AT&T.

The re-branding facelift, when logos go under the knife

Pepsi, tell me what you don’t like about yourself.

For companies, re-branding with a new logo or fresh look provides a sort of facelift. (Really takes years off their life.)

Some get over-the-top PR, other re-brands slide in under the radar.

Zimedia has compiled a list of popular re-brands in the last four years, roughly 2008 to present. For many, it’s the first re-design in years.

Is there a downside to all this brand surgery?

Pepsi

Left: 1987 to 2008 / New Logo: 2008 to Present

Walmart

Left: 1992 to 2008 / New Logo: 2008 to Present

Best Buy

Left: 1987 to 2008 / New Logo: 2008 to present

NFL

Left: 1980 to 2008 / New Logo: 2008 to Present

Holiday Inn

Left: 1952 to 2007 / New Logo: 2007 to Present

Google

Left: 1999 to 2010 / New Logo: 2010 to Present

iTunes

Left: 2008 to 2010 / New Logo: 2010 to Present

Gap

Left: 1986 to 2010 / New Logo: 2010 to 2010. One week after introducing the logo, Gap returned to the previous logo

Starbucks

Left: 1987 to 2010 / New Logo: 2010 to Present

YMCA

Left: 1967 to 2010 / New Logo: 2010 to Present, with different color variations for different programs

Comedy Central

Left: 2000 to 2010 / New Logo: 2010 to Present

Wikipedia

Left: 2003 to 2010 / New Logo 2010 to Present

msn

Left: 1999 to 2010 / New Logo: 2010 to Present, though the old logo is still used as a “secondary” logo

DELL

Left: 1984 to 2010 / New Logo: 2010 to Present

Playstation 3

Left: 2006 to 2009 / New Logo: 2009 to Present

Discovery

Left: 2000 to 2009 / New Logo: 2009 to Present

Animal Planet

Left: 1996 to 2008 / New Logo: 2008 to Present

Red Lobster

Founded in 1968, Red Lobster introduced its new logo in 2011

Google Chrome

Left: 2008 to 2011 / New Logo: 2011 to Present

Petco

Founded in 1965, Petco introduced its new logo in 2011

Cinemax

Left: 2008 to 2011 / New Logo: 2011 to Present

StumbleUpon

Left: 2001 to 2011 / New Logo: 2011 to Present

Subtle re-brands are my favorite. Maybe freshen up the colors or soften the edges. Minor stuff. In and out in less than an hour.

We all need to reinvent ourselves from time to time. Re-evaluate our image and our focus. Brands are no exception. But there’s value, too, in brand recognition. Years of building a brand through products, advertising and generations of customers. Only to change things up in the fear of becoming stale.

There’s something to be said about an old brand. It’s got character, and it’s often packed with emotion and memories. Well-built brands are more than just a logo. And a botched re-branding can really look bad.

It’s not as easy as it looks on TV.

Just ask GAP.

Sources: The Logo Factory (thelogofacory.com), Brand New (underconsideration.com), IMDB