Branding for Breast Cancer Scores a Touchdown October 6th, 2010

NFL Breast Cancer Awareness Branding LogoThe NFL was tickled pink this weekend as they took the field. Pink hats, balls, gloves, cleats and even pink decaled fields are additions to the league this month as the NFL partners with the American Cancer Society for Breast Cancer Awareness Month. The NFL’s Crucial Catch Campaign emphasizes the steps one can take to “catch” and prevent breast cancer, while making a nice play on words.

The color pink has become so tied to breast cancer awareness throughout the years. The pink ribbon, being the most recognizable symbol for the cause, has been added to the NFL’s logo for the month of October. Players, coaches, and equipment all highlighted in this bright pink color shows one of the most excellent examples of branding. The color pink, and a great color pink at that, carries the message of the cause without being too literal.

NFL Breast Cancer Awareness Branding LogoThis incorporation of breast cancer pink in the NFL also crosses gender conventions. Breast cancer has always been associated, for the most part, with women. The campaign with a male dominated sport donning the pink color has successfully spread awareness across gender lines.

The NFL will be adorned in pink for the rest of the month of October. Games from Oct. 5-27 will be designated as NFL Breast Cancer Awareness games. The pink campaign even includes pink coins for the coin toss, pink official’s whistles and pink padded goal posts in the end zones. All pink equipment will be auctioned off in the NFL auction and proceeds will be sent to the American Cancer Society along with other cancer related charities.

According to the American Cancer Society, breast cancer is expected to affect almost 200,000 women this year. The NFL is just one of many professional sport campaigns creating a buzz for the cause. While the NFL’s Crucial Catch campaign is the largest of its kind, the WNBA and Arena Football League are just a few more leagues involved in their own campaigns.


Larry Fitzgerald on fighting Breast Cancer
Take Action with the American Cancer Society and the NFL

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Color Envy: Does Your Website Have It? December 16th, 2009

Graphic Design Color TheoryColor is a powerful web design tool, and it should be harnessed wisely or your website may lose potential customers. Color can talk to your readers before your content has a chance to speak. What is it saying?

  • Find the meaning. Colors hold certain meanings and emotions. Look at how your culture, state, community, etc. uses and thinks of color. Use this for your own means and incorporate them through your color palette.

  • Use color intentionally. At first glance your webpage should convey your brand clearly and not create confusion as if you landed on your page by accident. Well-known brands use color very well, and people remember color combinations. Consciously applying color through all of your marketing campaigns can achieve similar results.Graphic Design Color Theory

  • Be different. It is tough to be successful in a competitive marketplace. Color can be an effective mode of creative differentiation — think purple window cleaner in a sea of blue products.

  • Functionality reigns supreme. Above all, color should be functional, plain and simple. It is an important visual cue for visitors — it signifies headers and sub-headers, navigation bars, links, and more — so use it clearly. Also, be ADA compliant. Keep a high contrast between the background and foreground, limit the overlapping of red and green colors for colorblind individuals, and keep readability high.

So whenever making a web site, the goal is to create a dynamic, functional, and brand-appropriate design. What sites do you think rock at color — or should just stick to black and white?

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Does Your Brand Have the Power of a Super Villain? May 18th, 2009

Everyone needs a brand. Super villains decidedly stand out as brand identity czars. Identities are created that are memorable and recognizable in various formats.

As a basic handbook, you can’t beat Neil Zawacki’s manual, “The Villain’s Guide to Better Living.” It covers such important topics as how to choose an appropriate lair, how to motivate your minions, and even resume writing tips. Aside from the obviously practical advice in this book, many of the topics help define the villain’s personal brand by building on every aspect of their image.

When proper planning isn’t done, you can end up more like the aptly named Mystery Men – unclear on who they are, and what they do.

Last year during the writer’s strike, Joss Whedon seized the down-time (anyone have any down-time right now?) to write a personal pet-project of his own, “Dr. Horrible’s Sing-A-Long Blog”. We see Dr. Horrible work on his evil laugh, and try to get respect from not only the evil community itself, but from his potential love-interest.
http://www.hulu.com/embed/Z4kt7M5Uta51JuIDJV6HeQ

It’s interesting that even though Dr. Horrible is a “bad guy”, he is branded with “good guy” colors (all white). And the hero Dr. Hammer, who turns out to be arrogant and selfish, wears all black. (Other good villain colors are red, and sometimes neon green).

The design of a villain’s costume, logo, and calling card must all be truly evil and impressive. Memorable icons and graphics, contrasting colors, and occasional flair are key to create a powerful brand. Additionally, allies such as business partners and organizations will help give your own brand additional power.

Help your brand to take over the world by:
1) Defining your brand identity
2) Applying your brand to your marketing strategy (evil or not)
3) Listening to your audience and respond to their reaction

PS. Who’s your favorite or most feared super villain?

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