Acronyms are infinitely useful as conversational and online shorthand, especially when working with unwieldy terms like search engine optimization. SEO is just so much easier to say and type. The problem with acronyms is that the original meaning can easily be lost, creating a significant communication problem, potentially ambiguous branding that can lead to a loss of revenue.

As a marketer, I find myself particularly sensitive to the art of branding. I’m often amazed by large companies with huge amounts of resource at their disposal that go on to launch a lukewarm, unfocused campaign.

Last week I bought a new Volkswagen CC. Know what the acronym means? No? Neither did the dealership sales representative. He told me to Google it. The acronym’s definition wasn’t even listed on the gorgeous saddle-stitched 4 color gloss brochure.

Frustrated, I called another dealership and learned that CC means comfort coupe. But I didn’t stop there. I emailed VW customer service and inquired into their secretive approach to acronyms. I received this reply:

“Here at Volkswagen, we would like to assure you that
it was not our intention to exclude the meaning for the
acronym CC. We apologize for any inconvenience this
may have caused.”

Fine, but wait, doesn’t coupe refer to a 2 door car? The CC has 4 doors.

You’d think that with all the time and energy VW put into the production of their new flagship, they could have at least taken the time to brand the thing in a way that didn’t cause confusion.

When you buy an orange, you don’t want an apple…I’m just praying that VW’s oversight stopped with the acronym, and that this car isn’t a lemon.

Got a bad branding example? Do share.

Labels: acronym, bad branding, brand identity, Branding

Most people think too small. I've always been a believer in the sagely advice, "you can do whatever you want to do if you work hard enough at it." Therefore, I think you should set your sights very high. This is really hard to do when you're in the thick of things, but I try to use my quiet time to block out the immediate to-do list, and focus on the best possible future. Then I work backwards. This works on a personal level as well as on a business level. 

Labels: big brands, Branding, cultivate your brand, develop your brand, logo, tagline

I had the privilege of co-critiquing Mary Melilli's graphic design class at Salem State College yesterday with Jose Nieto of Square Zero. I was immediately impressed with the process the students went through on their logo design projects, and their professional presentations. Its virtually identical to how we work.

The most difficult part of the re-branding process is defining the client's brand. Students used a list of keywords to describe the different aspects of the company. And based on those words, found some images to further illustrate those concepts. These images and words were the foundation of each company's brand.

For example, if we were to define Domino's Pizza's brand using keywords, we might use "pizza, hot, fast, coupon, tastes good, college, easy, delivery, fun, bright". To be honest, we probably wouldn't include "healthy, gourmet, or even inexpensive" - unless the client told us that is where they want the brand image to go. The name Domino's is kinda fun and so was that "dot guy" they used to use. Good branding should evoke most of these ideas and emotions - not just "good pizza".

Another way to get there is by answering questions like "Why would you buy a Domino's pizza instead of one from the little shop around the corner?" or even "Why do you like Domino's?" These give honest brand answers rather than what you THINK the brand is about. Your's is just one opinion of course. You can spend a lot of time on this and involve a lot of people if you choose to.

At every step in the process, its important to read through these words to remind us what the overall brand is. Focus on the "feeling" words and not so much the factual. Domino's chose a domino rather than a pizza for a reason! By always focusing on the brand, the end result - whether its a logo, a magazine ad, or a web site, will consistently communicate the right message.

Labels: brand process, Branding, class critique, keyword branding, metropolis creative, Salem State College

It's interesting how much effort and money goes into companies with little thought to what their brand is. Actually, I believe that a lot of thought does go into a company's brand early on - but then it falls aside to more important things like team building and funding. Its not difficult to build a strong brand - as long as you don't let it fall.

Labels: Branding, Emerging Enterprise Center, Entrepreneurship, Graphic Design Agency