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Branding

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The document discusses how brands are ideas, not just logos or words. It provides examples of how Sun and Blue Shield of California successfully rebranded by expressing big ideas. For Sun, the idea was having "too many ideas", and for Blue Shield it was providing a "kinder, simpler health insurance". Both brands were able to effectively communicate their ideas across many different media to increase their value.

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Test Of A Good Brand: Is it a Big Idea that will work in any media? Rebanding Blue Shield and Sun by Jeffrey Goldsmith, Marketing Consultant http://jeffreygoldsmith.com (Skip the 鍖ne print if you want.)
Logos are not brands Neither are words. Or colors. Brands are Ideas. Logos, words, colors, et cetera an expressions of ideas. Well expressed ideas increase the value of a company and make it more social, remarkable, clear, current. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
Brands are ideas. Here兵s an example. The cover of a book, the writer兵s name, the reviews, the stories, et cetera, are all part of the brand of a product called an author. Norman Mailer said, Writer兵s write books. Authors make a big splash. Let兵s dive in. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
Month One Imagine a company with far too many ideas. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
In 2003, a team of two (including myself) at the branding 鍖rm Wolff Olins turned the idea of too many ideas into a positive brand expression for Sun. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
Month One Too many ideas meant many fun ads. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
Month One Rebranding Sun as a company of ideas. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
Believe the idea of a kinder, simpler health insurance company? The internal branding team at Blue Shield of California generated three brand expressions which sought to communicate the idea of no more confusing health plans. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
Month One I wrote this line to say: simple & nice Jeff Goldsmith, Marketing, jeffreygoldsmith.com
The shield was a grammatical device to express simplicity, security and simplicity. Focus groups clearly got the idea. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
Month One I wrote this to express the same idea. It was mailed to millions of Californians. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
Month One Enough said. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
It兵s a good brand that expresses a big idea in outdoor, print, direct mail, collateral, online advertising even insurance forms and increases the value of a company. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
Further Reading Books A Quick Read: The Brand Gap Many Books: Brand Channel For more information, please contact Jeffrey Goldsmith, Marketing Consultant via http://jeffreygoldsmith.com

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Branding

  • 1. Test Of A Good Brand: Is it a Big Idea that will work in any media? Rebanding Blue Shield and Sun by Jeffrey Goldsmith, Marketing Consultant http://jeffreygoldsmith.com (Skip the 鍖ne print if you want.)
  • 2. Logos are not brands Neither are words. Or colors. Brands are Ideas. Logos, words, colors, et cetera an expressions of ideas. Well expressed ideas increase the value of a company and make it more social, remarkable, clear, current. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 3. Brands are ideas. Here兵s an example. The cover of a book, the writer兵s name, the reviews, the stories, et cetera, are all part of the brand of a product called an author. Norman Mailer said, Writer兵s write books. Authors make a big splash. Let兵s dive in. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 4. Month One Imagine a company with far too many ideas. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 5. In 2003, a team of two (including myself) at the branding 鍖rm Wolff Olins turned the idea of too many ideas into a positive brand expression for Sun. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 6. Month One Too many ideas meant many fun ads. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 7. Month One Rebranding Sun as a company of ideas. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 8. Believe the idea of a kinder, simpler health insurance company? The internal branding team at Blue Shield of California generated three brand expressions which sought to communicate the idea of no more confusing health plans. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 9. Month One I wrote this line to say: simple & nice Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 10. The shield was a grammatical device to express simplicity, security and simplicity. Focus groups clearly got the idea. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 11. Month One I wrote this to express the same idea. It was mailed to millions of Californians. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 12. Month One Enough said. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 13. It兵s a good brand that expresses a big idea in outdoor, print, direct mail, collateral, online advertising even insurance forms and increases the value of a company. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 14. Further Reading Books A Quick Read: The Brand Gap Many Books: Brand Channel For more information, please contact Jeffrey Goldsmith, Marketing Consultant via http://jeffreygoldsmith.com