The aim of every brand should be to delight the consumer at two critical "moments of truth" — when they buy a product and when they use it. To achieve this goal, we marketers need to put the consumer at the center of everything we do: we need to realize that the consumer is the boss.
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Recently accountants have cottoned on to something that we marketers knew all along: brand equity is a valuable asset. The International Financial Reporting Standards, a series of rigorous accounting rules that govern many companies in the European Union, now require that companies report the value of assets, including brands, that they acquire when they buy other businesses. According to some marketing pundits, whether in the high-flying world of luxury goods or the pedestrian realm of tech companies, brand is everything. But how can you build brand across multiple sales channels without letting one channel cannibalize the other? Visa has recently updated the famous blue, white, and gold Visa logo to give it a new look. According to the company, the new Visa logo “represents the growing number of choices offered by Visa payment products and services.” Whether this is true or not, the update is a step forward for the sometimes slow-moving credit card company. |
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With a change in its logo, KFC recently kicked off a global re-imaging campaign that will update its 14,000-plus KFC restaurants in over 80 countries over the next few years.