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18 April 2002 @ 01:12 pm
VNV Nation at Manray  
just spent the morning in a Brand Workshop (i.e. Corporate branding and what they mean and how Cisco doe sit and such).. interesting.. and yet... silly

so last night was tons and tons of fun...:> Went to dinner with a bunch of people (vhscrowers, Alex, Mike, Alaric, Swid) over at Bertucci's and then headed over to Manray to see Gasr, Haujobb, and VNV Nation.
Much fun! much dancing....:> at one point it struck me that the song Standing was the way i feel at this moment in my life.. the way i have been changing... malitor and frainnyc came up from NYC to see the concert.. was fun! anyways, bumped into a lot people i hadnt seen in a while, Matt Gertman, dalious, Kirsten, Chris, etc etc... much fun much fun
Current Mood: energeticenergetic
Current Music: VNV Nation - Standing
contents under pressure / handle with care: contemplative laingraphxgrrl on April 18th, 2002 10:24 am (UTC)
Branding is both silly and interesting, yes. I've done brand management and I've worked on projects to develop corporate branding statements and similar. One of the things that Michael always liked to tell clients that I think is true is that ultimately corporate branding has to come from within--you can't develop an idea of how you'd like to be perceived and try and force that externally on your company culture. You have to figure out what your culture says about your "brand". Otherwise it all ends up being meaningless marketing crap rather than a philosophy that is reflected in business choices and whatnot.
Braxanabraxana on April 18th, 2002 10:37 am (UTC)
nods nods
oh i agree.. what i find funny is how the entire thing is perceived. they get all serious about 'corporate image' and stuff and kind of forget that a business is really ultimately a fiction. a pretty solid fiction, but a fiction nontheless. like all stories, the plot and characters are a big deal...
Dominique: panda_ballgraphxgirl on April 18th, 2002 10:36 am (UTC)
branding is NOT silly. well, it can be if approached incorrectly. look at apple. now that is consistent and progressive branding. it was derived of the philosophy of simplicity that steve jobs wanted to embrace. a simple computer, for the homeuser, and then the bauhaus philosophy of design. bingo! it was, is and continues to be brilliant. as apple becomes more technologically advanced, the branding becomes more streamlined and happily colorful, but the brand is the same. simple. elegant simple lines. hehe...think different.

now if you just "create" a brand, with it not relating to the philosophy of the company or product, then you're in trouble.

i'd be interested in what they spoke about in your meeting.
Braxanabraxana on April 18th, 2002 10:41 am (UTC)
Re: nooooooo.....
note my response to ellen above...

but to be a bit more specific. i dont think branding as a concept is silly.. what i find silly is that fuzzy things like 'corporate culture' is something that is perceived as a predefined thing you can get a bunch of people together and define and then brand. you cant. sadly enough like much of what we do in this world, it is a form of lying. one does not create a brand and show that to the world and expect that to be what the corporate culture becomes, nor can you hit people on the head with it.. so long as it is believed that a company exists outside of the people who make it (i.e. the primary objective of a company is to make money) the lying wont stop
Braxanabraxana on April 18th, 2002 10:42 am (UTC)
Re: nooooooo.....
oh and an example of what i was saying in regards to lying... Apple. yes apple has branding down to a science... but does it really equate to what the corporate culture and the people who lead it are like? not really from my understanding.. Steve Jobs is not the nice "think different" person.. he's underhanded, sneaky, asshole that people dislike but find themselves drawn to..
Dominique: panda_ballgraphxgirl on April 18th, 2002 11:52 am (UTC)
Re: nooooooo.....
hahaha! that is funny. i remember steve jobs back in the day apple first got going, and he was much nicer.....hmmm...the concept of the lying is very interesting...i shall have to ponder this more.
contents under pressure / handle with care: contemplative laingraphxgrrl on April 18th, 2002 12:28 pm (UTC)
Re: nooooooo.....
To pick an example near and not so dear to us, look at how well "branding" went over at CBRE. They hired some outside firm to come in and figure out how to reposition CB into some sort of "leading global real estate firm" that was supposed to be on the cutting edge of technology and practices and whatnot.

But really, CBRE was pretty much just like every other real estate firm out there. So when you tried to enforce the concept of branding to the brokers they resisted and the whole branding effort fell apart.

Branding that's developed externally that tries to redefine the company rather than REALLY analyzing what the company is and developing from there will always fail. So as graphics/branding/advertising types we have to really think about what we're doing when we are working to develop branding programs.