Girl, You Need a Makeover!

Wise words of wisdom from my Mom! As I embark on the job hunt once again, my Mom reminded me that confidence goes a long way, and that sometimes a mini-makeover is just the confidence boost you need. While pondering my potential personal makeover, I started thinking about what would happen if companies decided to give their brand image a makeover.

The ever-popular debate: to update the brand or not to update the brand, including logos, taglines, color schemes, jingles, mascots, images, etc. Some would argue that the entire point of a brand is to provide recognizable continuity for all aspects of the company, for as long as the company remains viable. Others argue that innovating the brand image with a little face-lift can help reach new markets, and breathe fresh life into a company. I think both are valid arguments, depending on the state of the company. Take Coca-Cola, a company founded over 100 years ago. Their brand image is reliable, All-American, classic, and strong, and they’ve supported this stability by actively upholding and protecting their trademark script letters. Anytime you see that script, you immediately think of Coke. This is the purpose behind the unchanging brand, the ultimate symbol of recognition. Their commercials give you that familiar comfort of a refreshing drink, and you always come back to Coca-Cola Classic. And, if you seek to uphold a brand image of stability, it is probably best to stick with a single image to represent your brand. If however, you seek an image of trendiness, evolution, “fitting in”, and attracting new people, a brand makeover would be a reasonable choice. Naturally, I must turn my attention to the logos presented by Pepsi. While they’ve kept the same color scheme and spherical red, white, and blue, they have significantly altered their look over the years. They’ve also brought in the hottest celebrities for each campaign, and the look of their cans change regularly. Clearly, they’ve been persistent in upholding and protecting a brand that embraces change, and their continual updates enhance this brand identity. I believe either strategy can work for a company, but I think they must make a clear choice about what type of brand identity they want. Companies cannot assume that a makeover will be a fix to problems they encounter, and makeovers should be used as a strategic part of the overall company plan.

So, does your brand image need a makeover, or are you confident that you’ve built a brand image to last a lifetime?

Take a Look at my YouTube Video!

In an effort to help potential employers get to know me, I made this introductory video and posted it on YouTube. I’m an advocate of social media and connecting with customers, so I thought it fitting to use this tool to help put myself out there. Please enjoy my take on Marketing and work culture, and take a look at my resume if you’re looking to hire a Marketing professional!

Click on this video to hear my thoughts on how technology is changing the marketing landscape.

Click on this video to hear about why I chose a career in marketing, and find out about some of my early career experience in the field.

The Winning Line-Up

Think what you will, but I must admit that I’m a “Grey’s Anatomy” and “Private Practice” fan. And, when a new show, “The Deep End”, premiered on ABC, I started to get hooked on that too. Then, the Marketing wheels started turning, and I thought back to my college days of investigating placement for different SKUs in stores. You want your products at eye-level for the consumer, and you want to cross-sell and up-sell different items together. It seems this is also true in television, and they’ve managed to sell me another show.

“The Deep End” definitely appeals to the same audience as the shows it preceeds in the evening line-up. I think it was an intentional and brilliant move to put it directly before “Grey’s” and “Private Practice”, and core audiences from both shows can start their evening earlier. Also, since it debuted later in the season, viewers can use this show as a “fix” while waiting for the next season of the other two shows. Viewers always complain during the lull between seasons, so giving them a snack should help quell their appetites and their frustration while awaiting the arrival of their beloved shows. It’s a win for ABC, as viewers stay hooked and in-tune with the network. More viewers, more often, equals higher ratings and more ad sales for ABC. This is a pretty obvious connection, and networks do it all the time… I’m just particularly interested because I see how Marketing and strategy worked on a personal level. I always enjoy this realization, as it gives me time to analyze why I feel that way, or why this tactic sold me. As I settle down for my new evening line-up, I have to give some credit to ABC… you pegged me right 🙂