Posts tagged Logos

What do you think of when I say, branding success? Are you singing along to your favorite tunes while picturing MTV’s thirty year old logo? Do you crave a burger after imagining McDonald’s golden arches? Perhaps you think of the Olympics nation-uniting eight rings- while you crunch down on that fresh snow with your skis. 

These logos were designed throughout time with much consideration to the specific company and their prospective clients. You don’t find success in branding by being boring. In fact, if we think back to last Sunday, we can revisit the Super Bowl advertisements that were anything but boring. Businesses like Doritos, GoDaddy and Dodge racked up the big bucks and used creative advertising to make their logo’s stand out. Shock collars, talking babies and powerful writing helped to make certain brands stand out from the lackluster others.

Companies shook off 3 million dollars for their 30 second commercial slots during the Super Bowl this year. Three million dollars. Of course, this is all the more cost effective being that the Super Bowl is the most watched program in the United States. However, it’s got me wondering about the other guys. The businesses that don’t want to throw 3 million dollars up in the air and hope it comes back. For these businesses, more than just creative direction is needed. Thankfully, the Swedish furniture company, Ikea has shown me how to achieve branding success without a multi-million dollar time slot during the Super Bowl. We will call their latest branding idea, the Super Swap.

Today, in Amsterdam, Ikea is welcoming locals to a new age flea market, where sustainability and design meet. 250 people were invited to the store with their old, unwanted furniture. Participants in the furniture swap are asked to evaluate their furniture, making sure that it’s still in working condition. To compliment the hand-me-down furniture, Ikea’s throwing in over $15,000 of their own furniture as well. Now guests can choose from a wide selection for free, while feeling good about their decision to recycle their own furniture.

By creating a buzz worthy event, Ikea has shown us what branding success looks like. They’ve worked to excite people about their business and are making people aware of eco-friendly incentives at the same time. While a 30 second clip of Ikea’s fashionable furniture during the Super Bowl would’ve been a great intro to The Who’s light show of a performance, I think they’d rather dish out 15 grand and enjoy the birth of a new way of shopping. As the event unfolds I hope to scope out some pictures so keep your eyes peeled. And always be on the lookout for innovative branding.