Steven Balaban is the founder and CIO of Mink Capital. He has read over seventy business books in the last six years and has recently launched the site Best Business Books To Read to share his knowledge.
“I am fascinated by the launch of the Samsung Galaxy Gear Smartwatch. I first learned about the watch through a social media campaign that focused on a video that shows characters in TV shows, such as The Jetsons and Star Trek, using futuristic watches. The campaign claims that “The Next Big Thing is Here” and the video definitely gives that impression!
I remember the days when I was backpacking around Europe with my old camera and eight rolls of film. Now, I can travel with a 1.9 megapixel digital camera around my wrist. Am I really that old?”
Samsung Galaxy Gear- A Long Time Coming on Vimeo.
Although launched only about 3 months ago, in the cell phone and gadget market, the Galaxy Note 3 is by now light years away from being a ‘new brand.’ Steven selected a truly innovative product, one I was curious about for a while and one that makes it hard to do our job; discussing the name, identity and digital brand atmosphere. We like to be challenged:
Cell phones fall into the category Fax and Copy machines once fell into. The inaugural product name (The iPhone, The Galaxy) sound sexy and/or inspirational, and at the time the iPhone 5c and the Galaxy Note 3 launch, they turn into fax machine names. More troublesome for Samsung though is the naming strategy behind the truly innovative part, the introduction of its Smartwatch. It has been degraded to ‘Gear’. Verbatim: The Samsung Galaxy Gear. Representing the only such ‘gear’ (there is only the watch), the choice is baffling to myself and confusing to the consumer, when all they want to call it is ‘the watch’.
The name is the first step to defining a brand’s identity, and with a 4-part name the brand identity design is quite a train wreck that is as hard on the eyes as it is on your tongue. You won’t fall in love with the name, nor the logotype, so what to do? Throw in Robin Thicke, add a hashtag (#DesignYourLife) and let’s not bring up ‘Samsung Galaxy Note 3 + Gear’ too often. Nor the Jetsons, Thicke replaced you and Knight Rider as of now.
Seems as though the majority of the budget was spent on the highly produced Robin Thicke commercials, hence they occupy the landing page in its entirety. A bold move, one that leaves the user ‘interacting’ with the brand and ‘exploring’ the site, but truthfully, it means that they are lost looking for details on what the SGN3+G (Forgive me for not spelling out the full name) can really do for them. We soon learn that the site itself has been overproduced as well, taking advantage of many bells and whistles of today’s web design yet leaving functionality and plain product info, features and calls to action behind. The web site is the number one informational source for gadgets, being so cumbersome to navigate, it leaves me thinking that the SGN3+G might offer the same clunky experience.
From a brand experience perspective I might leave the ‘gear’ behind and wait for a ‘smartwatch’ after all, as there will be many to chose from shortly. For now I, and perhaps Steven, will hold off on Robin Thicke and wait patiently to live the Jetsons’ life instead.
CATEGORIES: Your Brand Launch: Brand Atmosphere
I am sick. And it’s not the flu.
I am sick to my stomach looking at all those amazing new ideas from sharp entrepreneurs going up online. Ideas that are as varied as they could possibly be, all nurtured by a revolution in online fundraising and fueled by an economy that is looking for the next big thing. Many of those ideas I see are truly revolutionary, but it still makes me sick looking at them. They all seem identical and I can not differentiate one site experience from another.
The internet gave entrepreneurs the ability to use cheap, often free, templates and it happens that everybody chose the same ones. I can’t blame them, these are robust templates taking advantage of responsive web design, while being equipped with all the features necessary for most entrepreneurs this day and age. They look and feel modern and they represent what I’d call a MVW – A Minimum Viable Website.
One thing gets lost though, sometimes is even missing from the get-go: A big brand entrance through a unique visual language that differentiates the brand enough to stay in the audience’s minds.
Above: Four startup sites I came across recently. Who is who? Which product is which? Wait, was that the site of that company I liked so much?
Conceptual and visual creativity used to be the integral ingredient of any brand introduction in the heyday of printed communications – they now are missing in action. To many of today’s entrepreneurs it is the product/service idea alone that counts, but sadly that idea gets lost without being embedded into a branded environment. The internet provides free tools; it does not mean that those fit into your company’s launch strategy. Leverage them when appropriate, avoid them when launching a brand. Consumers will get lost and your unique idea will look like a standard idea by using standard templates.
Be bold, be different, be conceptual. Go ahead and inject your enormous amount of creativity, strategy and moxie into your online presence, because it will be the place most people will meet your product/service first. And as far as I can tell it’s anything but standard.
CATEGORIES: Blog Your Brand Launch: Digital
A couple of weeks ago, Bob Garlick, host of Business Book Talk (poking through below), contacted me to schedule an interview about our book ‘How to Launch a Brand.’ With Bob sitting in Vancouver and myself in Los Angeles, I was immediately taken by surprise as there was no script that he shared with me, no canned answers to prep, no warmup chatter and no edits were made to our conversation.
The result is an honest and stimulating conversation between two individuals with a keen interest in design, branding and entrepreneurship, which I’d like to share with you. Below audio not only gives you a peek into our book, but also covers topics such as misconceptions of branding, brand strategy, how brands need to be different than 15 years ago and how to connect with your customers through branding:
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(Can’t see above audio player in your E-Mail? Please listen to the audio via our site)
Now that I crossed the bridge by posting audio (how adventurous), I might as well share a quick video in which I further define ‘brand’ specifically for startups, filmed at a mentoring session (how advantageous) at the Founder Institute in San Diego two weeks ago.
“The word ‘brand’ needs a re-branding – due to its brand longevity the brand legacy is not brand-correct anymore,” I heard myself say unexpectedly in an interview earlier this week. It has been on my mind for a while. To no surprise, running a brand consultancy I am using the word a hundred times a day. Furthermore I just published a book titled ‘How to Launch a Brand’. The word gets tiring, especially since it leaves a bad aftertaste and I feel the need to first convince people that it is not a bad term before I start talking about it any further. Brand is not a four letter word.
Despite the negative connotations with the term, branding is more important today than it has ever been before and it is not only consumed, but furthermore created and curated by the masses through their very own personal (public/social media) brand. Brand is alive and kicking and we will not be able to change the term, but one can change the perception away from luxury good logos (Gucci, Chanel) and larger-than-life corporations seen as evil-doers (Exxon, Walmart) to a modern necessity, which, if created and nurtured in an honest and authentic way, turns ‘brand’ into a holistic ‘aura’ of a product/service provider (or person) that we are allowed to have admiration for (From an iPhone to a Celebrity), aspiration towards (From a Nonprofit to a highly ranked University) and sometimes draw inspiration from (From Ted Talk to Oprah).
To me, a brand is a service, product, company, or person with soul, that is attractive and smart.
1. Soul is the beating heart, the reason a company should exist and why your initial attraction matures into love. You put your trust in brands with a soul and most often your money follows soon thereafter. Not much different than with human relationships, soul is the reason why we care for each other, or a particular brand.
2. Attractive is the brand aura that allows for the gut instinct emotional connection you feel when getting in contact with the brand. It is the design and the voice that is carefully created and curated over time in a particularly consistent manner. Attraction is not to be mistaken by shallow beauty.
3. Smart is its usability. How easy is it to engage with the company/product/service/person? In the tech industry it is User Interface and User Experience, with consumer products it is the product and packaging design and with services it is often the design of key offerings combined with its delivery.
Now that we ‘talked’ about the complex strategy that creates the beautiful simplicity that makes a brand, maybe we should give the word another chance?
Car names run the gamut from great names that evoke strong imagery and emotion like “Mustang” via alphanumeric naming systems to underwhelming names like “Golf” that fall flat and fail to impart a personality. What is behind these sometimes great, but more often bizarre naming strategies of these car companies? Inspired by a late night conversation I had with the CMO of a large European car brand the other day, the question lingered and I had to dig deeper:
A broad overview of naming strategies in the automotive industry reveals that mid-price companies like Volkswagen, Toyota, and the European car company Skoda opt for either using real words as names — a lá Toyota “Land Cruiser” — or made up names like Volkswagen “Jetta”. Higher-end brands like BMW and Lexus tend to use an alphanumeric naming strategy. By using real names, the consumer connects with the model of the car: A driver of a Ford Mustang is more likely to say “I drive a Mustang” as opposed to “I drive a Ford”. Alphanumeric names tend to place the emphasis on the make of the car, the brand, over the model: A driver of a Lexus is much more likely to report “I drive a Lexus” than to say “I drive an ES”. That is the power of Alphanumeric names, yet its downfall is that they offer little emotional connection to the actual car model and most often lead to frustrating confusion during the shopping process.
As you climb to the top of the pricing scale, with ultra luxury vehicles such as Bentley and Rolls Royce, the strategy of using real names and/or fabricated words for vehicles comes back into play. Words such as Phantom, Ghost, and Wraith depict the current line of Rolls Royce vehicles conveying a sense of mystery and intrigue.
Here is our round-up of the top 5 best car names and the top 5 flat tired names. We focused on ‘real’ names and not ‘auto’ names (as I may call them, pun and all) as the 750 Li Sedan (BMW) VS the IS 350 F Sport (Lexus) might have bored you.
What do you think? Did we miss any?
CATEGORIES: Blog Your Brand Launch: Naming
There are far more than 101 ways to use numbers in your brand name and end up with a name that no one but affiliates will easily remember. You fail before you even launch your product or service. Most numeric brand names see the light of day because someone is either lazy or tries to be overly smart. Both are not case studies for delivering a timeless and memorable brand name.
The lazies pick inspiration from immediate surroundings such as the corporation’s address, area code or adjacent freeway, in which case they hit rock bottom. Besides the missing message or depth in the name, needless to say this is a short term strategy until the company moves or expands. The more creative kind utilizes the area’s sights, attractions or even weather, as was the case with the highly respected Venice, CA based agency 72andSunny, who since expanded to Amsterdam, where it is more often 52andCloudy.
The overly smart create an arbitrary number based on the founders birthdays or other personal anecdotes or fun facts. 37signals (The company behind collaboration tools such as Basecamp) falls into this category as the name is derived from the 37 radio telescope signals identified by astronomer Paul Horowitz as potential messages from extraterrestrial intelligence (Source: Wiki). Those numbers (hence your brand name) mean nothing to the target audience, until they happen to read your About section on your web site, hoping to learn more about the reasoning behind the name (which is not the case with 37signals). Regardless, they won’t remember your secret number easily, or may I call it your brand pin code. In the worst case scenario your arbitrary number may be offensive to some religions, groups or even segments you may start catering to in the future.
Numbers in your name are risky and often forgettable, but there are ways to win the numbers game. Here are two rules to follow in order to get on the winning streak:
If your brand name will focus on a sole number, that very number needs to be significant to others. Nate Silver’s FiveThirtyEight comes to mind. The name is derived from the number of electors in the United States Electoral Office. His followers would either know, or want to adapt to the number quickly as it is tied to knowledge surrounding a topic they themselves are interested in. Since it is a niche blog for a niche audience, Nate can get away without attaching a word to the number. Even with this approach, be aware that there will be companies with the same name and that any sole number domain name will likely be taken and just as expensive to obtain as it will be to gain IP rights. 7-Eleven is a successful example of creating a distinct name by using a number while showcasing a unique consumer benefit (open 7 – 11, 7 days a week), which perfectly transitions to rule #2:
The number, or word needs a partner to add value and create purpose. This forms an Alphanumeric Brand Name. If you are able to connect a meaningful number to a meaningful word, such as Social123 (Easy as 1-2-3) or 99Designs (99 equals big variety), you create a story and build a strong value proposition. You will have the added benefit of obtaining IP rights and securing your domain name swiftly.
Now you can play by the numbers, but be aware that if you enter the numeric brand name game, it most often is a gamble!
CATEGORIES: Your Brand Launch: Naming
Just Do It? Not so fast we say.
When introducing a disruptive, innovative or different type of product or service to the market, your tagline presents a huge opportunity to convey not how the new brand makes you feel, but instead what it actually does.
Using a descriptor in place of a traditional tagline can get you further, faster at the time of your launch. You can, and should, over time transition into a tagline that dives deeper into the emotions consumers should feel when using your product or service. For Nike, a descriptor may have been something along the lines of “Peak Performance Running Shoes Driven by Design,” and as the brand gained traction, it would have eventually changed to the famous three words “Just do it.”
Our brand consultancy nearly launched with the tagline “We know brands before they exist” (which I felt was clever), but decided to hold off and use it only in company presentations instead. As our offering is highly specialized and unique, we now clearly spell out what we are in business for: “Naming, Identity, and Digital Design for Brand Launches.” It enables us to immediately set expectations with our target audience whereas a clever tagline would have been just another piece leading to the actual answer your target is seeking: What is this new brand doing exactly and is it what I am in the market for?
An additional startup benefit? If you choose the descriptor path, there is no need to get overly creative; just clearly spell out what your brand delivers to its user in the simplest, shortest way possible. It’s not sexy, but they will be grateful, and so will you when looking at your incoming leads.
CATEGORIES: Blog Your Brand Launch: Brand Strategy
Granted, the subject of creative agency clients wanting to make their logos as large as possible to ‘get more bang for the buck’ and to ensure people ‘will notice’ their logo on their brand marketing efforts has been beaten to death and plentiful poked fun at (The Product, The Song, Etc). With new brand introductions this notion feels more in line with reality than any other marketing efforts as you have not only an urge to see your (often first, but definitely brand new) logo large, but you are also under a lot of pressure to ensure the customer notices and recalls your new identity design and brand name.
Above: Still from the hilarious ‘Make Your Logo Bigger‘ ‘infomercial’ (2007)
Instead of opting for the ginormous logo though, introduce your brand identity as part of a visually strong and unique design language. Brand is much more than a logo. Of course it is also much more than color and layout, but unique colors with specific application manners (Eg: a vertical bar or a cropped circle of consistently same proportions, within the same locations across all initial communications) not only creates brand design consistency but it makes your marketing efforts be truly your brand.
More so than an existing brand you need to penetrate the market (however small that penetration effort is, may it only be an e-marketing campaign and your web site) with a very unique and consistent design and color approach to get your new brand into consumer’s minds. Upon creation of that distinct visual brand language, step and repeat is the best way to stay in your consumer’s heads in the first phases of your brand introduction. You can slowly minimize the branded aspect and introduce campaigns over the course of time.
After 17 or so years of introducing brand identities, I can attest that this approach works well while using a completely normal sized logo. Guaranteed.
I have a ritual where I take a bath Wednesday nights (there may be a glass of wine involved, yes) to ponder what I will write about in the New Brand Post the following day. I have a flexible editorial calendar I work with, but it has holes and can be arranged to my liking or to encompass spontaneous thoughts. Last night I realized how insane and equally wonderful it is to write what hundreds of people expect in their mailboxes every Friday morning (sign up if you haven’t) just the day before. As daring as it may sound, strangely I never encounter “writer’s block.”
If you can not find the soul of your new brand, don’t launch it. [Tweet]
When a dear friend of mine first convinced me to start using Twitter, I told him that I was not sure I had enough brand-related content to share with the world. 3,654 tweets later (follow our new account) I realize I have a lot to share. If you create a brand that has soul, it will have a voice. If you are passionate about the subject, you will always have something to say. If you create a new brand and feel like you might not have enough content, analyze your Brand Platform and go soul searching again. If you can not find the soul of your new brand, don’t launch it. It’s that simple. Today’s consumer listens, absorbs, and responds. You will be part of an open conversation and as a new brand you need to be the one starting it.
Arrogant Bastard Ale found its soul, reflected it in its name and hence has no problem voicing and monetizing on it. The highly controversial cover design of the latest issue of Rolling Stone magazine is a timely example of the power of brand and consumer voice. You can sometimes push it and might at times abuse it (as I see it being the case in RS magazine). As a new brand you need to clearly establish what you will focus your conversation on and how you will speak not only to, but more importantly with your audience. Use your Brand Platform as your brand launch manifesto and brand voice guide. Share a synopsis of it with your extended team, and refer back to it religiously. Pin it to your wall and stare at it every time you (or your content manager) start writing content or engaging with your audience. As much as consumers will buy into your new product or service, they will just as much buy into your brand voice. If Arrogant Bastard suddenly writes a cute statement or Rolling Stone Magazine publishes a boring cover, the brand voice fails the brand’s soul and the brand as a whole will subsequently, over time, lose its power. Make sure your new brand’s voice is consistent. Consistent with your brand’s soul, and hopefully consistently engaging.
We get asked this question a lot. The simple answer is: You can’t. Will a strategic and design-driven brand launch generate ROI? Definitely. As you have no before/after metrics and are dealing with a new, often innovative and disruptive brand, this is a tough nut to crack.
Yesterday, FINIEN client Martian Ranch & Vineyard sent us above reprint of a New York Times article that ran a couple of weeks ago, entitled “California Wines Score Style Points.” We were grateful and proud of our collaborative achievements. Their wines are truly other worldly so it comes as no surprise that the winery receives praise on the highest media levels. But as one of ten featured wineries, their product is the one that has been picked by the editors to be featured with a rather large photo of the product packaging, including…the cork.
Now that is true ROI on a strategic and design driven brand launch. Seeing the wine brand rather than just reading about it creates immediate product recognition, leading to impulse buys and elevated brand perception. Most wineries make their branding effort the last agenda item with the smallest piece of the overall budget left over and they wing it days prior to bottling their wines. Martian hired us to create a brand with a focus on product packaging that stands out on the shelves and has a cohesive brand story to tell that is unique and interesting.
It showed…and now it sells.
CATEGORIES: Blog Your Brand Launch: Brand Atmosphere