When 'Brand Identity' Fails to Reflect the Brand
I had a reason for being casual about this.
NBC Announces a New Logo—Ta-Dah!
In 1976, with great fanfare, NBC announced a spiffy new logo—a stylized "N" for which a high-powered design firm was reportedly paid between $600,000 and $1 million. NBC was promptly sued by Nebraska Educational Television for pirating the logo it had been using for two years. Many red faces later, plus a six-figure settlement, NBC got its logo. Total cost to NBC wound up being roughly $2 million. Meanwhile, the Nebraska folks had paid somewhere between $75 and $100 for the original logo two years before.
Heide Follin came to the house a few days later with a single sheet of paper containing five or six design sketches for WHO'S MAILING WHAT!, and we picked one. I may have paid her $100, but more likely, being Heide, she did it as a favor for a good client.
When a Logo Bears No Relationship to the Brand
I found the KSCA press release odd, because it talked about creating "new brand identity"—an airy-fairy, intellectualized, red-and-yellow ribbon design where the W and A "are symbolically combined through a mutual sense of innovation, authenticity and tradition."
The new corporate slogan/motto for the Wendy's/Arby's Group is equally bizarre: "SERVING FRESH IDEAS DAILY."
Wendy's and Arby's emphatically do not serve fresh ideas daily!
They serve fresh and succulent slabs of roast beef on fresh buns; old-fashioned, juicy hamburgers piled high with cheese, bacon, onion and tomato; or a breakfast plate loaded with sausage, fresh eggs, hash browns, waffles 'n' syrup with a mug of steaming fresh coffee.
Serving fresh ideas daily? C'mon.
What Is a Brand?
A brand cannot be launched. A product or service is brought to market and tested. A slogan can help—e.g., "Good to the last drop," "The pause that refreshes," "99 and 44/100s percent pure," "We bring good things to light," "Breakfast of champions."