Marketing » Archive » Design Deliberation by CobaltCow

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Leveraging Exposure

I’m a fan of the ABC show ‘Shark Tank’ where entrepreneurs pitch an investment opportunity in their business to 5 millionaire potential investors. The ’sharks’ in turn ask the hard questions about the product or business and individually or collectively decide if they want to invest in the business.

Last night’s episode (#113) featured a product called ‘Grease Monkey Wipes‘. The product itself ended up with the investment from 2 of the sharks which was cool, but it was the first product I’ve watched on the show where the logo (shown right) was given such high praise from the panel. The YouTube clip shows one example of the sharks noting the logo, but from memory, there were at least 5 or 6 references to how great the logo/brand/monkey was.

Intrigued as to the designer behind this ‘awesome’ brand I decided to try and find out who designed the logo. Strangely enough, I am yet to find the mystery designer or agency anywhere – even after extensive searching.

I’m perplexed why this designer wouldn’t have attempted to leverage this awesome exposure. I know I wasn’t looking for someone to design a logo for me, but I’m sure there were dozens of people who were, and an endorsement from a panel of millionaires I’m sure would have been just the hook that would have flooded this designer with work – at least for the short time.

Unfortunately, television exposure such as this is like fire and ice. You need to take advantage of it within 72 hours or it’s lost forever – pending some additional peaks if the show is re-run int he future.

I’ve had one of my own clients being featured on a major network television show (although on a much smaller scale), but I ensured the links were in place that if someone wanted to find out who the designer was – it was quite a simple process. Now, I wasn’t flooded with work requests, but I did notice a spike in traffic to my site which is really what you’re looking for.

If you’re in a similar situation here’s some pointers on leveraging the exposure;

1. Get your portfolio up to date. You want to make sure all of these new visitors are seeing the best of your work. Make sure the logo is easily seen in your portfolio. You don’t want people to find your site & wonder why they can’t see it.

2. Write a blog article about your design process of that specific logo. Make sure you include the business name as well as the television show it will appear on (for keyword snagging).

3. Make sure you get it all online at least a week before it airs.

4. Upload the logo to a major public gallery (like logopond.com) and make sure there’s a link back to the article and/or your site. This is essential if you have a tight timeline before it airs.

5. Link to the article on related forums and social media (twitter, facebook, linkedin etc..)

I’d love to hear what other things would you recommend to maximize your leverage?

Posted in Branding, Marketing. |

A-grade branding & marketing

There are loads of companies around the world that have great logos, even more that have run great advertising campaigns, but very few have set an exceptional standard and kept it there over a number of years. Here is a list of my top 5 brands that I feel have not only set the ultimate benchmark for their advertising, but have kept a consistent brand message though many campaigns. Interestingly 3 of the 5 are non-profit organizations.

5. WWF (World Wildlife Fund)

A great brand is always solidified with a strong logo, and WWF really does have a great logo. It’s 1986 ‘panda’ is one of the more easily recognizable and memorable brands – even with no text. It’s advertising always manages to catch my eye.

WWF panda logo

Print advertising samples

4. Apple

Although they reinvented & re-branded to a certain extent themselves back in 2001, I think the relaunch of the old company took on a new life. Since then, its advertising, branding and corporate image have kept a slick clean edge and their advertising is always well received. They get 4th just because the current brand has been going less than 10 years. The advertising itself isn’t that amazing (although the Mac Vs PC commercials are great), but they have a very clean professional and consistent style.

Apple logo

Advertising samples

3. Amnesty International

Similar to UNICEF, Amnesty is a world-recognized non-profit focusing on the welfare of developing countries. It may not be the focus but I’ve noticed they seem to have a heavier focus on human rights atrocities and the need for intervention rather than the direct supply of food & medical aid. Either way, they provide an invaluable service to those suffering unjustly around the world.

Amnesty logo

Print advertising samples

2. Volkswagon

I know this may come as a surprise listing to anyone outside the advertising industry, but they have not only kept a consistent brand, but their print advertising has been not only appealing, but groundbreaking in that a large number of their earlier print ads focused on negative messaging to promote themselves. The Award-winning ‘lemon’ promotion from the 1960’s was arguably the most prominent. The simple print ad layout adapted in the early days is still being used today – although with far less copy.

Volkswagon logo

Print advertising samples

1. Unicef International

There is only so many times you can see photos of starving children in Africa and be moved into action. I think UNICEF does an awesome job of grabbing your attention and challenging you to help make a difference. Impressively, UNICEF doesn’t rely on straight billboard advertising, but looks at all kinds of unique advertising mediums. For pulling the heart strings (normally through brilliant copywriting) for decades, I had to give it my #1 spot . Although the logo could do with a little work, the brand is solid.

Unicef logo