Tuesday, June 21, 2011

Natalie Kiryk ~ Brand Evolution

Today, the logo is the central point of any company’s branding policy. A logo makes the business appear credible and professional. Marketing has become so crucial and logos being the focal point of marketing campaigns, all the companies strive for generating the most eye-catching logo to garner their customer’s attention. The logo has become the trump card in the hands of the businessmen to build up the distinct brand.

It is very interesting to see the evolution of brands over the years. It is a natural process for companies to feel the need to keep their logo/s up to date, just as fashion trends change over time. The most important thing for a brand is gaining the customers trust, and once this is done their logo becomes remembered and purchased time and time again.

Levi Strauss jeans has been around since 1853 and is still going strong today. I would like to point out it is one of the very few companies whose logo hasn’t actually evolved, but has stayed much the same since its beginning, and they have been very successful in doing so. It has been a great strategy for the brand as their loyal customers haven’t needed to worry about remembering any updated logo and have solely been left to focus on the product itself. The fact that this logo has remained the same since the beginning is quite remarkable and shoes that Levi’s is definitely one quality product and has gained the trust of its customers. You know you are getting a quality pair of jeans when you but Levi’s.

The 501 jean style is one of their trademark designs and is still loved and worn today. Levi’s are very successful with their advertising and really make you want not only a pair of Levi’s jeans these days but other various clothing and products they now sell.






Monday, June 20, 2011

Natalie Kiryk ~ DesignEX

Australia’'s leading design and architecture event, designEX presents the best in contemporary and classic design. At designEX you’ll be informed and inspired as you discover the latest products and design trends from local and international studios and brands. Add the opportunity to attend seminars featuring established and emerging designers, networking events and more.

Whether you’re a designer, architect, interior designer, specifier, property developer, retailer or otherwise involved in the design or building industries, you’ll find essential information and innovation at designEX.

For more than 20 years, as Australia's most comprehensive interior architecture and design event, designEX has celebrated the best in design and architectural innovation. At designEX, you’ll discover the latest developments, trends, products and services, presented by over 300 of the industry’s leading companies.

At designEX you can:

  • Discover innovative new products and services
  • Keep up to date with industry trends
  • See, touch and experience products on display
  • Network with your peers
  • See the industry’s leading names present in the designEX Seminar Series
  • Source new or alternative suppliers

At the designEX KeyNote sessions you’ll have the opportunity to see inspirational presenters whose work is setting new design and architectural directions. Hear about the latest developments and the hottest topics from the most interesting speakers in the worlds of interior design and architecture.

DesignEX becomes a must-attend occasion.





Brand loyalty. Thanya


Brand Loyalty;   is a consumers commitment to repurchase or continue to use a specific brand they like.

Brand loyalty is one of the most converted assets known to mankind.  Very few brands achieve it, the likelihood that your brand will achieve a high level of loyalty is slim to none. Not that your brand doesn't deserve consumer loyalty, the numbers are against you.!
So now that you want some how do you build customer loyalty to your brand?

"a clearly defined value proposition relevant to your target audiences. This message is what your brand promises to deliver that its competitors do not."

I chose Vegemite,  it is consistent with everything i remember about toast for breakfast, fresh bread as a little girl and although to some it taste yuk! i love it!!!

Also i like "nokia" phones, i personally are used to the way they work.


Tip No. 2: Out-Step the Competition

, Hayman Strategy
I spent today with a young woman who is building a new Service business from scratch. It is a unique idea and while she has already successfully built the first platform for the business, she has, like all passionate and extraordinary entrepreneurs, phase two evolving for launch.
She was looking for advice about how to best hit the market hardest and fastest and get a “step up” ahead of the reliable list of competitors who will be quick in their attempts to follow.
The ensuing discussion outlined a few pointers that are worth sharing especially for those working with a service brand or business. The first part means thinking about your business from their point of view.
1. Develop a list of criteria that defines the most “valuable” objectives that your offer can meet. Think about things such as:
  • Does it meet a strategic acquisition need?
  • Does it effectively build loyalty of existing customers?
  • Does it provide your customers a means for better reaching their end users?
  • Is it merely an awareness building tool?
2. Match this criteria list to a well-thought out list of potential customers. Consider:
  • What might they be looking for – their goals?
  • If they are not the end user, then who they are targeting as their end users?
  • What other products and services do they utilize, and how is your offer different/better in meeting their goals?
  • Is there an appropriate way to hit the market geographically and tie up crucial market sectors quickly? Which customers meet this definition?
  • Are you working with the “thought leaders” or “big guys”? Those that will make your proposition the most sticky? Will it entice other, smaller businesses to join your brand and reject those that enter the market 2nd or 3rd?
3. Consider age-defining characteristics as well as specific user traits and behaviours for your customers.
4. Remember to ensure you can actually deliver against any expectations these customers will have.
5. Use the best resources at your disposal to quickly blanket these customers and “sell” them on your business, illustrating to them how it meets their objectives.
6. You may need a specialized sales resource or a team of trained professionals but TRAINING is key. Knowing your service is obvious but knowing and understanding the customers’ markets and needs is crucial and this is what will set your brand apart. The relationship has to built on trust and understanding, this is key so make this step really count.
Like all good consumer marketing strategies, it comes back, yet again to the customer and defining your business through their eyes first!
If you have done all the thinking up front, and used relevant and compelling criteria to define the ‘best fit’ customers, you have the first step. When you then approach these customers with knowledge and expertise and empathy you will most likely be able to elicit their commitment to your business ahead of the pack.

Graphic logo Thanya.

LOGO,  ( Ideogram)

A logo is a graphic mark or emblem used by companies to promote instant public recognition.They are usually purely graphic  (symbols/icons) and are composed of the name of the organization. ( a logotype or  word mark.)

Evolution of a logo could be traced back in time to goldsmiths, paper makers, masons and potters of the earliest centuries who used to mark their crafts with small stampings of their trade mark, thumb print etc.  Designing a good logo is not an easy task it involves a lot of time and resources from different teams of design and research. A clear understanding of the concept and values of the brand as well as the target market help with the designing process. 


  • n

(via boredpanda)
Manufactured and marketed by PepsiCo, it was first developed and produced in the early 1890’s by Caleb Bradham, a pharmacist in New Bern, North Carolina labeled as “Brad’s drink”. In 1898, Bradham renamed his drink into “Pepsi-Cola”.
In 1898, Bradham used a scribbled logo script as the first Pepsi logo to brand the product. When his business got established and people started enjoying his drink, Bradham decided to modify the Pepsi logo into a more customized version of the previous logo script. Thus, in 1905, a modified script logo was introduced, followed by a second change in Pepsi logo in 1906 with the inclusion of the slogan, “The Original Pure Food Drink”, in it.
By 1943, the Pepsi logo adopted a “bottle cap” look that included the slogan, “Bigger Drink, Better Taste”. Later, in 1962, the Pepsi logo was replaced with two bulls-eye marks encircling “Pepsi”, and then again in 1973, into a boxed Pepsi logo with minor typeface changes.
In 1991, Pepsi commemorated the evolution of its scripted Pepsi logo by featuring a logo design with an italic capital typeface. Later at the company’s 100 years celebration in 1998, Pepsi-Cola unveiled a new logo that symbolized the brand’s innovation and global recognition. (Read more: here and this pdf)

Response to the New Pepsi Logo


Logo Evolution - Tenarra

It is one of the biggest consumer electronics and Software Company, best known for products like Macintosh, iPod and iphone. Steve Jobs, Steve Wozniak, and Ronald Wayne had together setup Apple in 1976, to sell their hand-built computer Apple I. They had offered their product to HP first but were declined by them. I think HP would still be regretting this today.

The road to success wasn’t easy for Apple, and Wayne liquidated his share in the company for a mere $ 800. After the launch of Apple II in 1977, things started to look up for Apple and we all know what heights the company has reached since then.

Apple II was successful mainly because it had colored graphics. Great and simple design, has always been the USP (Unique Selling Proposition) for Apple, and their logo is no exception. When Apple was started, the logo was a complicated picture of Isaac Newton sitting under a tree. This had been designed by Jobs and Wayne, with the inscription: “Newton … A Mind Forever Voyaging Through Strange Seas of Thought … Alone.” Frankly, I don’t think it was just a coincidence that Apple had slow sales during this period.

Another explanation exists that the bitten apple pays homage to the Mathematician Alan Turing, who committed suicide by eating an apple he had laced with cyanide. Turing is regarded as the father of computers. The rainbow colors of the logo are rumored to be a reference to the rainbow flag, as homage to Turing’s homosexuality.






Product Branding Thanya.


Branding is the  identity of a specific product or service. 
A Product is an item that satisfies a markets wants or needs, There-for product branding is a recognizable item/statement that you will notice via its brand or logo. It is the representation of your business to the world, a message about how you want to be remembered , viewed , communication about the uniqueness of your product that sets you apart from your competition.
To be a successful Brand it is good to know your target market, research so you can have an understanding of who your buyers will be. This will also help with the development of logo, your product's services and name.

Successful brands are easily identifiable, it is measured by their level of brand awareness and is most notable when a single symbol or logo is highly recognizable on its own.  Consistent advertising with a targeted and clear theme is testimonial to successful  advertising a brand.

There are different areas to product branding such as ;
Individual product branding  : Family branding ;: Co branding : Private or store branding : No name or Generic branding : Brand Licensing.

How you position your brand also will affect your marketing and communication of your brand.

Key creative idea: Positioning is that One Thing
Position is that one descriptive sentence or slogan or image the brand is known for.
That one specific idea that first comes to mind about the product.
That one characteristic that sets the service apart from competitors.
For the brand Volvo, that one thing is "Safety."
In Jakarta, Indonesia, Bluebird is "The safest way to travel by taxi."
And everyone knows the car rental brand, Avis "tries harder."

Product positioning in action.
"Shadow Play" by Springer & Jacoby of Hamburg, for OSRAM.
This TV commercial is simple. Memorable. And it makes a superlative comparison to competitors: "The strongest torch in the world."


Brand Loyalty - Tenarra.

Brand loyalty, in marketing

, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be

demonstrated by repeated buying of a product or service, or other positive

behaviors such as word of

mouth advocacy.

Brand loyalty is more than simple repurchasing, however. Customers may repurch

ase a brand due to situational constraints, a lack of viable

alternatives, or out of convenience. Such loyalty is referred to as "spurious loyalty"


True brand

loyalty exists when customers have a high relative attitude toward the brand

which is then exhibited through repurchase behavior.

This type of loyalty can be a great asset to the firm: cust

omers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm. For example, if Joe has brand loyalty to Company A he will

purchase Company A's products even if Company B's are cheaper and/or of a higher quality.

From the point of view of many marketers, loyalty to the brand — in terms of consumer usage — is a key factor.

A second dimension, however, is whether the customer is committed to the brand. Philip Kotler, again, defines four patterns of behaviour:

1. Hard-core Loyals - who buy the brand all the time.

2. Split Loyals - loyal to two or three brands.

3. Shifting Loyals - moving from one brand to another.

4.Switchers - with no loyalty






Brand Loyalty-Mitzi Cutis

Brand Loyalty plays an important part in both small and large companies like Subway, Harvey Norman, Coca Cola, Ford, etc. A brand, in order to be captivating, must be strong in design and typography. It must make an imprint in the viewers mind. It also must give an authentic motive in why we should even consider purchasing a product from that particular company. The more appealing the brand/product is to the viewers the more likely they are to spread the word, and by doing that the company gains more consumers.

logo-harvey-norman.jpgGood Guys_retailer.jpgoptus.gif

Organisations, to gain more 'votes', involve themselves in community events/competitions and hand out reward points.

Dedication and hard work in your particular company is sure to stand out by a long shot and it will give to customers a feeling of pleasure and satisfaction t be apart of something high achieving. If a loyal brand can be built between a brand and client there is more of a chance that it will be successful and that consumers will by.


1. http://en.wikipedia.org/wiki/Brand_loyalty

2. http://www.businessdictionary.com/definition/brand-loyalty.html

3. http://www.essortment.com/brand-loyaltys-influence-consumer- behavior-35996.html

4. http://www.smithandjones.com/content489

5. http://eprints.qut.edu.au/14533/

Brand I enjoy, Converse - Tenarra

From high school and professional basketball players to rock 'n' rollers and teens, Americans of all ages have worn Converse shoes for more than a century. The company has gone through some rough patches and changed ownership more than once since

the 1990s, but its Chuck Taylor trainers remain popular.

Marquis Mills Converse started his rubber shoe company in 1908 in Malden, Mass. Converse originally delivered its shoes directly to retailers.

  • More than 750 million pairs of the company's best-selling and best-known brand, Chuck Taylor All Star trainers, have been sold. The shoe was originally introduced in 1917 as the Converse All Star. Basketball player Chuck Taylor j

    oined the company in 1921, and in 1923 Converse changed the name of its popular trainer to include Taylor's name. Today, the shoes are commonly known simply as "Chucks."

  • Around 1915, Converse started making tires. The story goes that Marquis Mills Converse had heard that Firestone had begun making shoes, so he thought he needed to get in on the tire company's turf as well.

As of 2009, Converse was based in Andover, Mass. The company's product line includes men's and women's sports shoes and apparel.

  • After experiencing rough times since the 1990s, Converse declared bankruptcy in 2001. New owners made significant changes, including moving shoe production from the United States to Asia. In 2003, Nike purchased the company.






Facebook New Technology - Tenarra

Facebook is a social networking service that was established in February 2004 and has become one of the world's top communication networks. Its initial purpose was to allow users to interact with 'friends' and family, create, organize and advertise events and share photographs. It enables people to find lost family or high school friends. This has since transformed as advertising and marketing has pushed its limits in an attempt to get noticed. This has seen concerts, businesses, art exhibitions, artists of all walks and competitions creating pages. and to start your own page to boost your school, company or just to share you artistic work.

As with every change with good intentions there has also been negatives with this

advancement in technology. It has become even easier to become victims of 'stalking' and

harassment. 42% of kids have been bullied while online. 1 in 4 have had it happen more than once. This in turn sees an increase in depression and self-esteem problems. Facebook have responded to this by giving the user the option to 'block' another user or report abuse. There is more than 20,000 profiles deleted every month due to cyber-bullying.

Social networking developments have also enabled pedophiles to have more access to children and teenagers. Whilst there is little Facebook can stop this from happening as you cant particularly screen for pedophiles there are certain procedures they have put in place to avoid high levels of risk. This includes implementing an age barrier (13+) to ensure a certain

level of 'street smarts' and supplying information to the child and parent on ways to protect themselves e.g. not adding or contacting anyone they don't know.

Despite its ups and downs Facebook has over 175 million users and is currently the number

one network with MySpace and Twitter following behind. Facebook continues to grow.