Question

Topic: Branding

Views On Including A Brand Mark With Logo Type

Posted by Anonymous on 2/25/2009 at 8:26 AM ET 250 Points
I have a client whose "mother company" is in the UK and doesn't grasp the difference in marketing to the U.S. customer versus those in the UK. This is a consumer cleaning product ("green" but high performance). We are in the midst of a make-over on the existing identity. They are resisting including any logo mark to work with the logo type, calling any such mark a "device" that leaves consumers "skeptical." I ask for any input you may have supporting the use of a meaningful mark to the logo, and along the way, if you have any comments / observations on why the U.S. consumer should be marketed to differently than the UK consumer.

Thanks in advance for your insights!
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RESPONSES

  • Posted on 2/25/2009 at 12:13 PM Member
    I feel your pain!

    Here are some examples that may help your case.

    I used to work for a UK company that wrote marketing letters to US customers with the general tone, "We're sorry to bother you but if you're not too busy, would you have a look at our product? We think you'll appreciate it." Didn't work too well.

    Another time, a new Managing Director for that same company got very upset because the ads we ran here didn't include the company's Employer ID number (required in the UK). We had a terrible time explaining that including that information was completely inappropriate.

    Then there was Electrolux (Swedish vacuum maker), which wanted to run a campaign in the US "Electrolux really sucks" (they wanted to emphasize performance, but they were saying the vacuum stunk).

  • Posted by saul.dobney on 2/27/2009 at 7:46 AM Member
    If you and your client have differing opinions then the only way to find out who is right is consumer research. It doesn't have to be sophisticated or expensive. You could even do something quick with zoomerang.

    I'd note that most of the brands I see use typographics and letter styling to make the name into the logo (IBM, Dell, Kodak, Braun, Gillette, Kelloggs, Kraft) rather than a separate logo mark distinct from the name for both US and UK.
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