I got to this link from Quipsologies and those clever people at UnderConsideration. Here is the original link for this story.

Now not everyone has gone over the edge and etched their favorite logos into their flesh, but I am sure there is a certain correlation that all of these icons share. They have all spent more then a few bucks and a couple minutes on their brand.

The Apple logo I get, kinda. But Windows? That is when you know your branding is working. You have convinced someone to tattoo themselves with an icon that represents instability and second-best ;) I am not sure who would get any of these put into their permanent collection of body art. Wordpress? Firefox? WENDY'S? Coke??? Search Engines??? When you are passionate about a search engine (Yahoo, Google etc.) you know you have hit the branding apex. You have branded nothing. Kudos.

You can try and relay the power of branding to the world and to your clients, but sometimes they just need to experience it for themselves. Branding is such a sub-conscience thing, that many times you are not aware you are buying into it. That is until the branding changes in such a drastic way.

That was the case for Tropicana, and as the great Harry Carry would say, "Holy Cow". Their consumers let them know that they were not pleased with the change! Tropicana made the top 10 dumbest moments in business for 2009... so far. Fortune magazine listed the TOP 10 in an article that you can read here. The following is an excerpt from that article: 

Tropicana's Botched Redesign

Tropicana drinkers, it turns out, are as passionate about packaging as they are about pulp. That's why they rebelled when parent company PepsiCo and consultancy Arnell overhauled the juice line's packaging in January as part of a $35 million branding campaign called "Squeeze."

Tropicana fans said the simplicity of the new design reminded them of store-brand generics. And who wants to be mistaken for a generic consumer?

Within a month, the public's flogging by e-mail, phone, and blogs forced PepsiCo to bring back the old straw-in-an-orange cartons. Other parts of the campaign remain, but PepsiCo will probably think twice before it tries updating this icon again.

To not recognize the power of branding cost PepsiCo a lot of $$$. To not know your own brand, and the value of the orange with the straw, not only cost them in the stores, but also in the cost of the redesign and packaging. 

Don't mess with a good thing.

Banksy has created a growing legend around his ideas. Sure, the graphics are phenomenal and the mystery of who Banksy is adds to the buzz, but it would all be meaningless without the ideas behind the work.

If you agree with the content or not is irrelevant. The work is powerful, provocative and simple. The simplicity of his graphic stencils is what allows his ideas to come through so loud and clear. Without the idea, it would just be more street art. He sets himself apart from the crowd with his ideas. These concepts have gotten him global exposure, books and art shows. It's clearly not about him. It can't be, as no one knows who he really is. 

Million dollar marketing budgets, slick websites and celebrity endorsements will never take the place of a great idea. He has recieved all the attention and coverage that any corporation would love to have, all for the price of his own ideas.

So it's been awhile since the last post. I am sorry that I have neglected your branding needs as of late. It has been a great and busy last few months at Newbaric. Things are only getting busier, so I figured I would take this minute to create a new BrandAid post.

I had been putting off renewing my AIGA membership for a little while. I know, shame on me right? Well for those that don't know, AIGA is THE Graphic Design association for all things design. I have been really analyzing my brand and company and seeing what works for me and what falls a bit short. Is AIGA worth the membership?

I encourage everyone, as a way of brand awareness and self-education, to join their particular professional group that best represents them. They usually provide some great resources, good ways to connect and a certain level of expectations for being a member. Although dues may not be a fortune (AIGA is $295), it still begs the questions, "can this money be used more wisely?" As you can already imagine, I  decided it was worth the plunge, again. Every time I make this decision it comes down to "what is important for my company and the design profession?"

As a designer, I wish there was a mandatory certification process to become a designer. There are too many hacks in our profession that take client's money all day long and produce visual disasters. Before everyone gets all crazy, yeah you, the certification doesn't have to be in the form of formal schooling. I chose the design school route, good for me. I know a lot of people that did not do the school route and are fantastic designers. They schooled themselves. But there has to be an appreciation for good design and what has come before and what the possibilities are to take design to another level. Otherwise, be a desktop publisher. Stop the indifference. 

If keeping my status as an AIGA member current means there is a possibility that some day designers will be held accountable, I am all in. There are things I would like to see them do different. I want there to be standards for the design industry, there should be more awareness that AIGA is THE organization that all clients should look to for a reputable designer. If people know that being an AIGA designer means the same thing as finding an "Insured" electrician, or and "ASE" Mechanic or a "PHD" doctor, then we might find see a whole new era of design and accountability. They could use a fresh update to their stale logo too. After all it is representing everything design...?

I think supporting your appropriate organization not only establishes your commitment to your profession, but also your clients. 

I am thinking of posting next time about the importance of giving back. That might mean mentoring young professionals donating time to non-profits or what have you. Stay tuned...

So I just got back from the townhall meeting with Senator John McCain and Governor hopeful, Meg Whitman. It was a phenomenal chance to see a great American like Senator McCain and to learn a bit more about Meg Whitman and her hopes of becoming California's new governor.

Whether you voted for McCain or not, there is no doubting his love for his country and having the United States of America in his best interest.

Regardless of your political stance, this next election for California could make or break the state. As an entrepreneur I have a vested interest in where the next governor plans on taking our state. It is a great state, that has been taken hostage by Sacramento and the special interests, just like our country.

I have always been politically aware and involved, but have taken a deeper appreciation for American politics in the last couple years, as many have. As a designer, I am intrigued by the recent "design" phenomenon that assisted in Obama's victory. There is no question that the 'O' icon, the "Hope" poster and all the "cool" stickers and tees aided in getting President Obama his votes. Pop culture craves hype, and a lot of that design and marketing surrounding the campaign created just that. It will be interesting to see how the Republican candidates respond to this new era of technology and guerilla marketing.

I look forward to learning more about Mrs. Whitman and what she has to offer the state of California. She is a brilliant lady that can bring a lot to our state and country. I wish her the best of luck in her campaign. Read up on her credentials here.

We all need to get involved so we can make an informed vote, no matter how you vote. It is crucial to our future.

A new team has been added to the MLS. The philidelphia Union has taken it's entire inspiration from the history of the USA. The best logos and identities have a story and this logo goes the distance. 

Good typography, simple and iconic, relevant colors and a strong foundation. Pretty in depth, especially in the world of sports logos. 

Sometimes you just want a reason to smile. I hope everyone can find something everyday to smile about.

Regardless of where you are in life, what is going on in the world or what the current circumstances are. Try and smile. Life is too short to worry about the small stuff, "and it's all small stuff."

I don't know why I wrote this post. I just don't feel like all that there is to building a brand is work related. It is the intangibles that make the world go round. 

The video above should help in your new endeavor of smiling. 

Task for the week: smile 

So, in case you have been in a hole for the last quarter century, this guy goes by the name of Shawn Stussy. Or better known as just "Stussy". 

This photo was apparently taken in 1981 in Shawn's first shaping room in Laguna. I got this image off of his personal site. I thought it appropriate to write up a Brandaid post in Stussy's honor for multiple reasons. He is a personal inspiration to me as a designer, entrepreneur, and surfer. He has found a way to make his passion his way of life and career, and that is something we can all aspire to.

From surfboard shaper to designer to global icon, Stussy has done it with flare. Deciding what he wants and going after it. A lot of things complicate getting to where you want to be and it shouldn't. The style that Shawn had in getting to where he is, seems to be that straight forward approach we all would like to follow. Not to be confused with effort. Building a brand like Stussy took time, effort and a lot of work, I am sure. If you were to read his bio on his homepage, it would seem like it all came together while pursuing the dream. I don't know Mr. Stussy and am making these assumptions based off of his words on his site.

Take note: You don't have time to say "I will live my dream tomorrow." Do it now and don't look back. Who knows where you will be in a quarter century if you attacked life like Mr. Stussy. Brands flourish when the person at the helm has a zest for life and their passion.

This is true love for design and what you do. You can feel their genuine love for the work they produce.

"Find a job you love, and you will never work a day in your life." -Confucius

Kudos.

We all get so wrapped up in whatever it is we do (design, marketing, sales, teaching etc etc...) that we forget about the outside world and it's priceless power to inspire.

I personally lose that focus, constantly reading about design, studying design and critiquing design, completely forgetting that nothing original will come out of that. Of course, knowledge is necessary for success, but sometimes it requires a fresh approach. Read a book, travel and engulf yourself in something completely out of your realm. Only then will fresh and original ideas start to flow. You never know where the next great idea will come from, but I can almost guarantee it will not be from in front of the computer.

Try something you have not done before. Walk a different route, choose a different book or travel somewhere new. Report back with your new perspective! :) 

Not much I can say about this post. Brilliant. It's amazing what happens when you let creativity run it's course. I would have loved to have been there, wouldn't you?

It does not get much better than this for guerilla marketing. I am not going to try and explain why, just watch...

I can only imagine that the number one reason people do not follow their dreams is due to their fear of failure. Who cares? Just fail and get it over with. Yup, I said fail. After all the greatest success stories are stories of failures turned great. As the old cliche goes, "You cannot fail if you learn along the way". Ok, so I don't really know if that is an old cliche, but it still makes sense.

Let's take coach John Wooden from UCLA. He had, without any debate, the greatest coaching career of any other coach in any other sport. Yet, if coach Wooden had been coaching in the present day, he would not have had the chance at that phenomenal career. We have such a, "I want it now" culture and it ruins many people's chances at success. They fail and give up. Coach Wooden had gone his first 15 seasons at UCLA without a championship. He always had a winning record and the occasional conference title, but was never on the national stage until his 16th season. If coach Wooden would have been fired after that 15th season because UCLA thought they could do "better", we never would have witnessed one of the most amazing dynasties of all time.

UCLA and Coach Wooden went on to win 10 NCAA national championships in the next 12 years! Winning 7 in a row. There has never been a show of dominance like that in the history of sport before that or since.

Failure is a necessity to success. You have to know to first off know that you tried, and until you have, you have failed. So go ahead, go fail. You will be one step closer to success.

Coaching and winning is just one aspect that John Wooden has succeeded in. Check out some of Coach's books for some absolute pure inspiration. Click the photo above, or here to see the Wizard of Westwood talk. You might forget while listerning to him speak that he is 98! Coach talks and recites poems without any note cards! He is an amazing human that can teach us all so much.

The truth is, you wouldn't ever know where Waldo is if you never looked for him. But, in your defense, how did you know you were supposed to be looking?

The same holds true for businesses, large and small, established and start-up. How is your audience going to know your there unless you make yourself known. Self-promotion is an absolutely necessary tool for success. That doesn't mean spending millions on marketing and advertising. It means getting creative about ways to be seen. Things like sponsoring local events and partnering with clients in your industry. Charity work is also a tool that creates a win-win situation. You help out a cause, all the while getting your name out there.

Another misconception about self-promotion is that it's something you do when you are slow. You are missing the big picture if you only dedicate time yourself when times are slow. Successful promotion will eliminate, or at least decrease your down times. It doesn't have to take up a lot of time, and should never sacrifice the quality of you product or service you provide your customers. It can be as simple as an email blast once a month to say, "Hey, we are still here and are doing great!" Email blasts, when done thoughtfully, can be such a great communication tool with you clients. Take it one step further, and just call some of your loyal customers and clients to tell them what is new with your business, and to ask how things are. Customers and clients that know you are sincere will be loyal for life.

Don't be the big guy in the polka-dot trunks, eating a hotdog on the beach. Don't get lost in the overwhelming beach scene that is the business world. Find your identity and let people know you are there and what you will be wearing. Be Waldo. 

No one said it would be easy. In an era of quick fixes and get rich quick dreams, some things remain the same. Hard work pays off. Dreams are not granted, they are worked off.

That goes for anything, especially when talking about your brand. Let's face it, there is probably a ton of competition out there that has a product or provides a service as good, or superior to your own. Sure, you have your selling points, but ultimately what will make them buy your product over the next?

The only thing that can separate you from the rest is your brand identity. You can brand yourself as higher quality, speedy service, honest or down right cheap. It is up to you, but you must make a decision. Many people feel that by narrowing their market, and defining who they really are, that they will lose a potential market along the way. You never would have had that market anyway. No one buys into a wishy-washy brand. By focusing your offerings, you in fact create a stronger presence in the market you are supposed to be in. Your audience sees that you have what they want, and they can start to relate to you a bit more.

They want to support you, because you have gone out on that limb to support their niche. It is the very reason why as much money and product that a company like Yamaha pours into say, guitars, they will never be Fender. They may have the tradition and history and superior product, but when you ask someone to name a guitar manufacturer, I will put my money on Fender over Yamaha every time. They know their market, and have not watered down their brand with motorcycles, or even other musical instruments. They are guitars, and because of that, they will have loyal following forever. 

Know your brand. Don't try and be everything to everybody. If you worry too much about the market you are losing by focusing your brand, you will in turn lose your key market that makes your brand what it is. 

So you have your killer product and untouchable service. The office is all set up, the funds are in line and your doors are open. OK...

The best products and services will never sell if no one knows about them. Here are three no brainers for getting your name and product out there, and they are all free.

Contact your local paper and let them know you are there. Local papers are ALWAYS looking for things to write about, and many of them have a special section dedicated to new businesses and small businesses. Editorial is real. It has so many benefits over paid advertising. First off, it's free. There is also a realness with editorial. You are being recognized and that adds value over you just paying to have yourself in the spotlight. TOOT YOUR HORN! 

Reach out to the Chamber of Commerce in your city. That's what they are there for. Many Chambers have mixers and events to promote local business. There are some extra benefits to joining too. Look into the benefits your Chamber of Commerce provides. There are opportunities to sponsor local events get valuable exposure and advertising to the market you are catering to.

Most important of all, use your connections. These are what will carry you through your first few years of business. Let the people that already know about you help spread the word. This includes getting them on your email list and encouraging them to forward your emails to others. What better references to start out with than friends and family. Get them representing through t-shirts, stickers, email blasts etc. This is the era of Facebook, Myspace and Linkedin. If you don't use them, your competition will. Connect with people some how.

Every moment in your businesses life is another opportunity for self promotion. It is up to you to take those opportunities. You determine what kind of image you want to convey about who and what you are. 

What part about connect don't you understand? Pick up that darn phone and start your engines...

DISCLAIMER! NEWBARIC had nothing to do with the logos below. It is there for learning purposes only! We apologize for any harm it may cause your eyes.

It is never fun to see a tragedy like the one we have here. Yellow and Roadway, two trucking companies merged to form YRC, apparently. This is not the type of post I would like to be writing, but for the sake of BRANDAID, I could not pass this one up. It is a classic example of death by logo. They started out with two very classic, timeless logos. Nothing extraordinary, but they carried a history with them. They were respectable identities. Simple.

So much for simple and their history. The two companies merged to become the ever-so-original YRC. What a great opportunity for re-branding. Behold, the grand merger logo! You have TWO companies to pull from and this is what came out? Assuming their new company is YELLOW ROADWAY COMPANY, there are so many images and iconic forms that come to mind. There was a great opportunity missed with this redesign.

This is simply a great visual on why it pays to KNOW your brand. There needs to be a certain level of respect for what has come before. This logo conveys NOTHING about this brand, what it stands for, or it's services. The classic trucker shield is gone from the previous logo, as is the ROADWAY, that spelled out for everyone what it is they do. Scarier yet, this thing is going to be causing accidents on the roads all over the world! 

It doesn't matter if you are designing your identity for the first time, or redesigning your identity after fifty years. DO NOT let your company look as confused and amateur as this one. Stretched type, confusing shapes and a forgettable name, what else could you ask for? All of their trucking heritage went out the passenger window with this logo. It's a shame.

Please do not fall victim to a tragedy such as this. Professionals are standing by to help. You are not alone.

What is it about the allure of the vintage item? Sure there is a sentimental value and the feelings of "how it used to be." The good 'ol days, right?

It seemed like a more simple time, and that goes for design too. Design today can, and does, take many cues from the "design" of the past. So many are drawn to the clean lines, elegant type and down right simplicity of items from the past. Don't complicate the uncomplicated, right? You want a logo, colors and packaging that when given 5 seconds of the consumer's time, will be embedded in their mind for a lifetime.

Go ahead, ask you parents, grandparents, whomever it may be, the slogans, jingles, logos of the past. They will be able to tell you about "Maytag Man", the "Stop for Signal Oil" slogan or the blue "Pan-Am" Airlines logo. Simplicity in a brand allows the customer to quickly identify what it is that's being offered and why they need it. All without being caught up in gradients, 4-color logos and confused marketing campaigns. The greatest strength that companies of the past brought to the table was their ability to know who they are, and what they were providing you. It was going to McDonalds knowing you were there for a great burger, not a McRib or McBratwurst. That is why there is IN'N'OUT now. They are not confused about who they are, and their customers like that.

Keep it simple.

Gosh Darn, I am glad you made it to the inaugural posting for BRANDAID. This one's for all you who are walking alone in your brand building path. You can read the post, or better yet, give us a holler so we can talk things out via voice. What a concept. If you dare, read on...

There is nothing a great name or fancy logo can do for you until you know who you are and what you are providing. Your target market wants the cream filling after if gets past the image. That is the soul of your company.

The Soul of your company tells people why they need you. Why use your services, why buy your product, and why trust you over the next Co? The single biggest mistake a brand can make is not knowing who they are before they dive head first into the unknown. It is your identity that will pull you out of the toughest times and keep you ahead of the rest. It is a confidence and aura that customers can feel when they see and hear you brand.

You should have a pretty good idea of who you are if you have your business plan all wrapped up. A good business plan is the ultimate branding blueprint. From there you can start naming you company, designing your logo, website etc. all in the name of your companies' soul. It's up to us to put aside our preferences and "style" and to create an identity unique to your company. A designer that designs for their own satisfaction is doing a huge disservice to your brand, your vision and the image that you need to convey.

Bottom line, Newbaric is here for you and all your branding needs. You may be a newborn brand that needs some TLC, a brawny company that has it all figured out and just needs some fresh ideas and eye candy, or a salty old brand that needs some realignment. Whatever it may be we're what the Doc ordered. We have a no waiting room guarantee.