Historic Brands: Texaco

Early in its history, The Texas Company, adopted the star as the main component in its logo. The firm was founded in 1901 as the first Texas oil boom flourished.

In this series of blogs on historic brands, I�ve visited the web sites of long-standing companies to examine their branding throughout the years. You�ll find the Texaco Brand site very well done, though like most corporate histories it�s a bit self-serving. Continue reading Historic Brands: Texaco

Branding with wit for B-to-B marketers

Branding with wit for B-to-B marketers

Martin Lindstrom, a branding consultant and writer, is contributing short videos under the Ad Age banner. The feature is called BrandFlash.

Lindstrom advocates wit as a way to differentiate in B-to-B marketsHe did a feature recently concerning the blandness of B-to-B branding, and suggested three ideas that can help get businesses above the static with their business markets.

His main points: Continue reading Branding with wit for B-to-B marketers

Blockbuster Brands: Five Characteristics

Brand blockbusters, John Quench concludes, are good things.

Blockbusters has sizzle, speed, size, scarcity and sustainability

Writing in the Harvard Business Discussion Leaders blog, Marketing Knowhow, Quelch has also identified five attributes of a blockbuster brand.

You can read his full blog at the Harvard Business Publishing website by clicking How to Create a Blockbuster. Ive lifted his five attributes in the next several paragraphs and added my own comments on each.

In a few words they are: Continue reading Blockbuster Brands: Five Characteristics

Brand Identity Documentation Delivers Consistency

One essential element of the branding process is documenting your branding elements to assure that people employees and suppliers adhere to the brand standards you have developed. For a very small enterprise, the documentation might just be several pages devoted to name and logo usage, color and type specifications, stationery design guidelines and your corporate mission, vision and value statements. As the company grows the guidelines and specifications grow, too.

Today Ill introduce you to a couple of brand identity manuals that are comprehensive and well organized. Both are from larger but not well known organizations. Both have posted their brand identity manuals on the Internet for all to see. Thus, they are available to all suppliers and employees with any responsibility for maintaining a consistent corporate identity. Continue reading Brand Identity Documentation Delivers Consistency

Historic Brands: Goodyear

With this post Ill be launching a series of articles about historic brands. Im launching this feature with Goodyear, the tire and rubber company founded in 1898.

So why this series? Ive blogged before about heritage being a differentiator for a brand. So here are examples of some companies using their heritage to good advantage. Also, in this series I hope to demonstrate how brands evolve. They do. They must keep up with the times.

And though Goodyear (I initiate this series with Goodyear because they were the first example that came up on a Google search for historic brands) does not demonstrate much in the way of their brand evolution, the Goodyear website does point out three elements that have served them well over time.

1901 Goodyear logoThe first is the use of the winged foot in their logo. The winged foot has been part of the logo since 1901. Modified, yes, but still recognized after 107 years.

Second is a tagline it adopted in 1916, “More people ride on Goodyear tires than on any other kind”. Its still used today.

And finally, there are the blimps.

The first was commissioned in 1925, and since then, it has served the company well. Note the recent commercials featuring two pilots.

Goodyear has been flying a blimp since 1925

Additionally, Goodyear is proud of their innovations over time. They tout being the first to

Earn a patent for a tubeless automobile tire 1903…
Introduce the first all-weather diamond tread non-skid tire 1908…
Produce the first pneumatic rubber airplane tire 1909…
and the list goes on.

All these innovations and other events of which Goodyear is proud can be found on their heritage site.

So the lesson here: plan your initial brand as if it will be serving you for many, many years with only slight modification. That means not adhering to fads and trends while developing brands, but to express the fundamental core of the brand.

Martin Jelsema