When it comes to rebranding, its easy to get caught up in the visualization and forget the foundational elements required to build an enduring success. Here's how two companies did it right--and the 13 telltale signs that your rebranding is nothing more than ephemera.
Marissa Mayer has already solved Yahoo's problems--at Google. Can she now solve them at Yahoo, too? We thumb through the Mayer interview archives for insights into what to expect for Yahoo under its new CEO.
Whether it's a soda can, a car, a doll, a fragrance, a smartphone, or laptop, your brand needs to be smashable--instantly identifiable via its shape, design, copy, contours, and even navigation. Think this all relies on the logo? Think again.
So, what is a sustainable brand identity? Let's start by defining a Brand Identity. Fundamentally, your brand identity is the visual interpretation of your cause, business, or products. It is the way in which we recognize and distinguish one company from another. A brand identity typically consists of one or more of the following elements: - a logotype (the typographic treatment of the business name) - a logo (a graphic symbol or icon) - a tagline (a short description or slogan) - a color palette (one or more colors used in the above components)