It’s June in Seattle and Spikesters are celebrating the summer with interesting ways that B2B companies have branded themselves. Whether it’s a new logo, a catchy name or an entire webpage, companies today are always coming up with innovative and intriguing ways to set themselves apart.
Rachel: Have you heard about the ‘visual hammer’? I am sure that you have seen one. A ‘visual hammer’ is a way that a human connects to a brand through a visual. Coca-Cola’s bottle shape. Susan G. Komen’s pink ribbon. These are visual items that increase brand awareness and customer engagement with that brand.
Chris: Every year BrandZ lists the top 100 most valuable global brands based on interviews, research and studies from around the world. This year’s list is out and it contains several well-known B2B brands. Taking that analysis one step further, we looked at the social impact these B2B brands are making by comparing their perceived brand value with their social media reach. Yellow rows indicate highest social activity with Microsoft leading the way for total social reach and influence among the top 10 B2B brands.
Charlie: What if the iMac had been called the MacMan? That’s what Steve Jobs really wanted to call it. Would we then all be carrying around PhoneMans, PodMans and PadMans? Check out this interesting article on branding and naming from former Apple creative director Ken Segall.
Gary G: Folks from Forrester and Gartner research firms anticipate the increase in use of marketing automation and analytics, mobile devices, and content marketing in 2012. A big reason for this is the decrease in productivity that email blasting and cold calling have shown. Researchers predict that B2B companies will begin investing more assets in marketing technology.
Kristen: Kirkland-based Evergreen Hospital recently launched a refreshed brand reflecting their continued growth and award-winning care as they celebrate 40 years of service. What do you think? Did they hit the mark with their modernized logo?
Christian: This web developer displays his brand by turning his portfolio site into an interactive video game–a great way to get noticed and to show off skill-set in one swoop!
Patty: March madness is long over, but in the advertising world, we never stop looking at who’s beating who in the brand-recognition arena. Check out this bracket comparing brand construction through social media. It’s no surprise that Coca Cola came out on top, with Playstation as a close second.
Martin: Since the Sonics left Seattle I am no fan of the NBA, but I think it’s pretty interesting what the Brooklyn Nets are doing. They spent 35 years as the New Jersey Nets and no matter how successful they were on the court they were an afterthought in the New York City area. Fair or not New Jersey is simply looked down on by New Yorkers. Just by moving to Brooklyn the team will rise in popularity in the area. What’s interesting is what they’ve done with their logo and gear.
Designed in part by Jay-Z, who is part of the ownership group, the final result is a pretty simple, old-school black-and-white look. I think they’re going to sell a lot of merchandise and if they ever become competitive on the court, I think they may for the first time ever compete with the New York Knicks for the attention of New Yorkers.