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The term %brand& has since evolved to encompass almost every $acet o$ a speci$ic business / identity, $rom cultural relevance and mar#et leadership to the ability to routinely create iconic products and build a great reputation.
The term %brand& has since evolved to encompass almost every $acet o$ a speci$ic business / identity, $rom cultural relevance and mar#et leadership to the ability to routinely create iconic products and build a great reputation.
The term %brand& has since evolved to encompass almost every $acet o$ a speci$ic business / identity, $rom cultural relevance and mar#et leadership to the ability to routinely create iconic products and build a great reputation.
Political Brand-Building: Crossing the candidate-brand barrier, one logo at a time
October 10, 2008 by Olivier Blanchard
http:thebrandbuilder!"ordpress!com20081010political-brand-building-crossing-the- candidate-brand-barrier-one-logo-at-a-time Pictured above: Barack Obamas 2008 Presidential Campaign logo. Brand development: A quick look at te po!er o" s#mbols. Bac# in the good old days o$ co"boys and cattle drives, %brands& "ere mar#s to identi$y o"nership o$ livestoc#! 'hat o"nership eventually became a stamp o$ (uality in cattle mar#ets! Over time, the terms %mar#& and %brand& became interchangeable in the "orld o$ product mar#eting! )*n $rancophone countries, the "ord %+ar(ue& , the -rench e(uivalent o$ .+ar#/ , is still in use today!0 1hatever your language o$ choice, the term %brand& has since evolved to encompass almost every $acet o$ a speci$ic business/ identity, $rom cultural relevance and mar#et leadership to the ability to routinely create iconic products and build a great reputation! 2t the $ore$ront o$ a brand )as printed on a company/s pac#aging, products, "ebsites, letterhead, $ront door, etc! is its mar#! *ts logo! *ts symbol! 3umans li#e symbols and emblems, "hether they sho" up on $lags, military unit patches, $amily crests, educational institutions/ emblems, sports teams/ uni$orms, the butt o$ livestoc#, products, or corporate letterhead! 1e "ear them on '-shirts and baseball caps! 1e stic# them on our cars and laptops! 1e paste them onto our des#tops! 1e add them to our -aceboo# "alls! 4ome o$ us even get them tattooed sometimes! )5ote: 'he ne6t photo is not o$ me!0 'hat is the level o$ emotional attachment that people can have "ith symbols, "hich is "hy almost every organi7ation in the "orld uses them! 1ithout $lags, symbols, mar#s and logos, "hat "ould initially separate 5i#e $rom 2didas, -rance $rom Belgium, 8ell $rom 3P, 9ol#s"agen $rom 2udi, or even the :an#ees $rom the 4oc#s; )* said initially< Chill, sports $ans!0 'o illustrate the role that evocative emblems )logos0 can play in the success and longevity o$ a brand, here are a $e" you might be $amiliar "ith: Pretty potent stu$$! O#ay, so "e/ve established the po"er o$ logos! Badges! =mblems!4ymbols!1hatever you choose to call them! 1e can move on no"! $e emergence o" branding concepts and logos in political campaigns. One o$ the prime ne"comers on the list o$ most-vie"ed %logos& in the last $e" months has been Presidential hope$ul Barac# Obama/s distinctive circular sunrise and stripes! >ast month, * brought you the history o$ the ?epublican and 8emocratic parties/ elephant and don#ey emblems@ today, * bring you a little bit o$ insight into ho" the Obama campaign logo came to be! -rom Chicago Business 5e"s: 2 team o$ Chicago graphic designers has given Barac# Obama/s campaign its signature loo#! 4ol 4ender o$ 4ender >>C and $ive others in his $irm created the logo the *llinois senator is using $or his 2008 presidential bid! 'he icon, a gradated blue %o& $eaturing three red stripes, is prominently displayed on +r! Obama/s campaign 1eb site pages and $eatured on t-shirts, buttons and bumper stic#ers! 4ender >>C is a Chicago brand consultancy and design studio "hose clients include Crains. %1e "ere loo#ing at the %o& o$ his name and had the idea o$ a rising sun and a ne" day,& +r! 4ender said! %'he sun rising over the hori7on evo#ed a ne" sense o$ hope!& %*t begins to brea# "ith tradition "hile also rooting itsel$ in tradition,& said Peter Ariv#ovich, C=O o$ Cramer-Arasselt advertising agency in Chicago! %Patriotism is the $oundation, but above that is hope, opportunity, ne"ness!& 1hile most presidential campaign sign designers have traditionally not strayed beyond the realm o$ bac#ground color and $ont type, it is interesting to see logo design $inally ma#e its "ay into the "orld o$ voter in$luence tactics! O$ course, "e don/t need to loo# too $ar to $ind another e6ample o$ catchy political logo "or# o$ late! Our sitting president, Beorge 1! Bush/s iconic %1& )ironically adopted by Oliver 4tone as the title o$ his latest movie0 has served as an emblem in its o"n right, sho"ing up on bumper stic#ers, '-shirts and even under"ear! %ere do !e go "rom ere& 2re "e seeing a ne" trend in presidential political mar#eting; Possibly! *$ the obCective is to help a candidate appear to stand stand $or something greater than a political plat$orm or $ormulaic series o$ promises, "hy not create an emblem that can hold that message $or them and resonate "ith an audience in the same "ay that our $avorite brand logos do; 1hy not transcend agendas and soundbites to create something greater , something that can be conveyed in a symbol; *t loo#s li#e political strategists have $inally tapped into our need to rally behind symbols rather thanD "ords! *n the same "ay that "e get behind 2pple, 3arley 8avidson, 5i#e and 5e" :or# :an#ees logos, "e can no" get behind our presidential candidates/ logos and truly Coin their team! *t/s probably too soon to tell "hether or not a candidate , in spite o$ their record, position in regards to issues and even charisma , might actually gain an advantage over another by having a "ell-designed logo, but the (uestion is "ell "orth as#ing! =h! One (uic# "ord o$ caution as present and $uture presidential hope$uls begin to venture across the candidate-to-brand barrier in order to gain a strategic advantage: 'he margin o$ error in the "orld o$ brands is ra7or-thin! 2s e6pectations rise to unrealistic levels )political leadership is much more comple6 and volatile than market leadership0, each mista#e become increasingly costly! )'he 1hite 3ouse doesn/t have a customer service department! :ou aren/t li#ely getting a re$und or a discount coupon in the mail "hen things don/t go your "ay!0 'he po"er that comes "ith becoming a brand can be too much $or Cust one man )or "oman0 to handle , even $or a 1ashington, Aennedy, ?oosevelt or >incoln! 2s my uncle Ben once told me, with great power comes great responsibility.4omething to consider once elections are behind us and the time comes to actually deliver! 3ave a great "ee#end, everyone! @0 image of Super Obama by legendary graphic artist Alex Ross.