Deloitte released Top global retail trends for 2009 report. In terms of branding, the report has some interesting points:
In an era of slow growth, tight margins, and fckle consumers, the key to success is to differentiate. One critical element in successfully differentiating is communicating that difference to consumers. Hence, branding will require special attention from retailers who want to stand out from the crowd.
Aside from specialty apparel and luxury retailers, branding has not always been seen as important for retailers—especially those that sell food and other mass products. Yet for these retailers, branding has never been more important.
Today’s most successful retailers typically have one of two attributes. First, there are those with the most effcient supply chains, which translates into lowest costs and prices. However, there are those retailers that do not attempt to match low-price leaders and have succeeded by managing their brands and demonstrating to consumers why they are different.
Brand extension is “the application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer where the brand and not the product is the decision driver”
Fast Magazine published in an article their choice of best and worst brand extensions of last year:
Top best extensions:
Mr. Clean Performance Car Washes
Juicy Crittoure (a pampered pet line of doggie duds)
You might consider me very late on this, and in a way I probably am. I usually not giving bad comments on brands and logos, but this time, almost a year later, I couldn’t stop myself doing it. I tyried to watch a show on Animal Planet last night. Well I pretty much couldn’t… or better say I didn’t enjoy it. I was totally and definitely annoyed by their new (well, already old logo).
I honestly consider it one of the ugliest rebrands, redesigns of a logo, I have ever seen. The letters which take on different weights, colors and textures are sending me the message of a unfinished draft logo on a designer table that still has long way to go until done.
All these even though the new logo was designed by Dunning Eley Jones, a London-based design firm with plenty of experience in TV branding. I am just curious if any of my readers here, see any of the message in this logo.
The lucky thing is that the Discovery Channel logo change wasn’t such a failure, on the opposite.