Netflix’s new brand unveiled

(Est. 1997) “Netflix is the world’s leading Internet television network with over 44 million members in more than 40 countries enjoying more than one billion hours of TV shows and movies per month, including original series.”
Netflix needed a brand through-line: a conceptual and visual thread to connect everything. Our challenge was to create something broad enough for a global brand but still unique and identifiable. To create something variable yet systematic and bulletproof. It had to be visually striking, adapt to any format, and hold up to interpretation by agencies and vendors around the globe.

The solution: The Stack, a visual metaphor and an identity system in one. It implies both the infinite, ever-changing catalogue and the custom-curated selections that make up the core of the Netflix service.

“The big challenge was unifying everything. They’re really successful, obviously, but the brand itself was a little fractured because they were working with partners and agencies around the word,” explains Gretel Creative Director Ryan Moore. “They had the logo and some basic text guidelines, but due to the sheer growth, they couldn’t oversee digital, print, trailers, and social media. What they needed was an idea to stitch everything together—a conceptual approach—but certainly a visual system all these agencies could look at and adapt to any format they needed to.”

Netflix rebranding

The new logo is available exclusively on the Orange is the New Black season 2 trailer and nowhere else on any of Netflix’s digital domain.

netflix rebranding

 

Reference: Gretel,
UnderConsideration

Is your brand a hero, lover or a rebel?

Coke inspires. Patagonia awakens the explorer and begs us to experience the natural world. Victoria’s Secret evokes the seductive lover when we buy sexy lingerie. Nike fuels greatness, and charity: water makes us want to donate our birthday money to help change lives.

To the casual consumer, the power that some brands hold seems like a mystery or stroke of luck. The force behind the world’s most influential brands is actually a science–an intentional positioning strategy grounded in years of psychological research. When you find yourself loyal to your favorite brands and inspired by new ones, you’re subconsciously forging a connection with that brand’s archetype. A brand archetype is a personification of a brand on a human level.

According to Dr. Carol Pearson, a leadership consultant, speaker and author, there are 12 individual brand archetypes, and each of them is associated with specific motivations, values, drivers and attributes.

 

The 12 archetypes are:

  • The Caregiver is moved by compassion, generosity and selflessness to help and serve others. eg., Campbell’s, Johnson & Johnson and TOMS shoes.
  • The Every Person believes in the inherent worth and dignity of all–expecting very little from life but committed to teaching through empathy, realism and street smarts. eg., Gap, Habitat for Humanity and Trader Joe’s.
  • The Hero is tough and courageous, overcomes tremendous obstacles and persists in difficult times. They are most fulfilled when they can rise to or overcome a challenge. eg., Nike, Robert Irvine and the U.S. Army.
  • The Innocent is a spontaneous, trusting child who always sees the bright side of a situation and is able to maintain an optimistic, spontaneous, trusting outlook. eg., Charmin, Avon and Hello Kitty.
  • The Explorer moves past the known to explore new, uncharted territories. When crowds go one way, explorers choose a completely different path, embracing the journey rather than the destination. eg., The North Face, Subaru and Starbucks.
  • The Rebel embodies rage about structures that no longer serve, even when these structures are supported by societies and our conscious choices. Rebels are rule breakers and catalysts for change. eg., Harley Davidson, Virgin and Diesel.
  • The Lover lives to experience pleasure, achieve intimacy and follow bliss. eg., Victoria’s Secret, BMW and Godiva.
  • The Creator fosters imaginative endeavors, aiming to express and turn away from mediocrity. eg., HGTV, Canon and Lego.
  • The Jester lives to have a good time, making the most mundane experiences something fun. eg., GEICO, Taco Bell and Skittles.
  • The Sage seeks the truths that will set us free in seeing the world objectively and providing course-corrective solutions based on objective analysis of our actions and choices. eg., CNN, Oprah and The Wall Street Journal.
  • The Magician seeks out the fundamental laws of science and metaphysics to understand how to transform situations, influence people, and transform visions into reality. eg., TED, Disney and AXE.
  • The Ruler inspires us to take responsibility for our own lives in our society and in the world at large by creating environments that invite gifts and perspectives of all concerned. eg., Rolex, Rolls Royce and American Express.

 

Reference: Changing Minds, We Are Motto

Choose the right branding agency

You’re ready to develop a new brand or you decide to evolve your existing brand. & you’ll quickly realize that you’re filled with options – from freelancers to branding agencies, options to finalize the right branding partner.

 

Finding the best & the right branding partner
is like finding a diamond in the rough.

Shortlist 4-5 branding agencies which you think are the best. Interview them all and narrow it down to 2-3 firms. Have in mind clearly your goals, budget and deadlines so that when you talk to them, they get your objectives.
“Be open about your budget and goals. That way, no one wastes time if there isn’t a financially mutual fit.”

 

None prefer spending lakhs of rupees to
fall into a relationship that doesn’t eventually work.

Once you short list agencies you think are the best for your branding, consider the below points. They’ll help you find the best partner.

 

First impression is the best impression.
Make the most out of the subtle first interactions. Ask yourself the following questions during and after the first talk :
– How do they interact with you before you become their client.
– Are they prompt in initial mail exchanges and schedules?
– Do they ask relevant questions during your meetings? & How smoothly do they flow?

Natural chemistry matters. It never should be like a blind date where you realize both parties have nothing in common. If you’re not compatible as people, it will reflect in the work product.

 

You are unique.

A big part of successful branding is the ability to problem solve with a fresh perspective. Some branding agencies have portfolios that are undifferentiated – all work across clients look the same. You visual identities should express your brand’s unique voice and must solve your specific challenges.

 

Branding is not creation of new logo.
Your brand should live in the real world. Your branding partner needs to be well-versed across channels and mediums, and able to ideate and implement across various touchpoints.
Some agencies are strong with strategy but not so well versed with design. Others excel with design but fall short with the strategy. You want an agency that can deliver on both brand strategy and design at an equally high level that’s in line with your brand’s bigger picture.

 

They should lead you. Not vice versa.
A great agency should be committed to make your business successful. They shouldn’t be afraid to step forward, speak up, and say “Here’s what needs to happen in order to build a successful brand.”
Greatness is built by collaboratively working together to achieve success. Agencies that are client-led often result in poor outcomes. A great agency is built to lead the project, not just to stay on time, budget and scope, but more importantly to push you to a state that will make your brand more impactful.

 

Great agencies don’t focus on design deliverables first. They focus on the strategic path that will take you from where you are to where you want to be. What you need is an agency that can deliver both brand strategy and design – both at the highest level.

The awesome work behind Microsoft Windows 10 Hero wallpaper

Like every other version of Windows, Microsoft has created a special desktop wallpaper for Windows 10. While Microsoft opted for daisies in Windows 8 and an aurora in Windows Vista, the default Windows 10 wallpaper uses a Windows logo just like Windows 7 did. It’s not just any old logo, either.

W10_Laptop_Start_MiniStart_16x9_en-US_042315-1024x576

 

Microsoft travelled to a San Francisco studio to build two installations to create the Windows logo out of light. The software company used camera mapping techniques, lasers, and projectors to create the new hero image that will be used on millions of PCs that ship with Windows 10.

The result is a dark and misty logo with light that beams out and around the edges of the famous Windows logo. It matches the dark theme of Windows 10 well, but it appears the wallpaper won’t be animated so the full effect (shown in Microsoft’s video) won’t be available on your desktop. This new wallpaper will start appearing on desktops once Windows 10 ships on July 29th.

 

Microsoft partnered with San Francisco designer Bradley G. Munkowitz, whose worked on films such as Tron, to create a spectacle out of the desktop background. Microsoft used lights, projectors, camera mapping and even a fog machine to create a 3D-looking Windows 10 logo.

It’s quite a departure from the rolling hills landscape of Windows XP’s iconic background. Windows 10 signifies the start of Microsoft’s reinvention of the Windows brand, so the design has to make quite a statement.

This isn’t the first time Microsoft has worked with a forward-thinking artist for its products. Ambient-music legend Brian Eno composed the famous startup chime for Windows 95.

 

Source: The Verge & Mashable.

10 Must-Use Social Media Strategies for your Brand

An integral part of your business success is reaching customers through inventive and comprehensive social-media marketing campaigns.

Here are some tips to help build up your following and your brand.

  1. Make your tweets stand out.

If you don’t want your posts to get lost in the Twitter stream, make sure to include an image, related link or even an emoji to separate your missives from the torrent of other tweets.

  1. Express yourself with longer posts.

If you feel limited by Twitter’s 140 character count, feel free to expand on a point with posts on platforms like Tumblr, Google+ and LinkedIn.

  1. Strengthen your Facebook network.

If you find that you aren’t getting the response you are after from your company’s Facebook page, create some groups to spark more connections and conversations around your product and brand. Your customers can also choose to get updates from you this way.

  1. Inspire action.

Include call to action buttons (i.e. “like this page” and “learn more”) in your posts to gain more traction, clicks and conversions.

  1. Stay top of mind.

Market and post consistently across multiple platforms. Tailor your posts for each community and be sure to include links to your other social accounts in the bio and about sections so customers know where else to find you.

  1. Make connections.

You’re not just selling a product or a service, but a larger network. If you know of people in your orbit who would benefit from meeting, whether they are an investor, advisor, client or customer, make the introduction – you and the brand be well remembered.

  1. Share your feedback.

When you get positive feedback from a customer, don’t be afraid to highlight it. Retweet customer praise, thank individual customers on your Facebook page and consider a crowd sourced, user-generated campaign.

  1. Veer off the beaten track.

If a marketing idea appeals to you but you’re not sure if it’ll work, do the research but give it a try anyway. People will appreciate something a little unusual, and it could go viral.

9 . Stand behind your actions

Being honest, forward and entirely reasonable will win support from social media audience and will gain new paying clients.

  1. Put a positive spin on things

Emotions are contagious and people love optimism. Social media users are more likely to follow you if you share happier updates all the time.

 

Source : www.entrepreneur.com

Creating a Brand Around Yourself = Success

“Personal branding” is a bit of a buzzword these days. Many claim to be experts on it even though the subject isn’t really that complicated at all.
It is simply the art of creating a recognizable brand around yourself. The goals are:

Be recognized whenever the brand is seen.
1. Have that brand represent certain ideas in the minds of the viewer.
2. Here are 9 quick tips to help you build up your personal brand.

1. Decide between using your name or a made-up name. If you build a brand around your name, then do so for the purpose of raising your reputation. On the flip side, any brand built around you is not sellable. When you decide to quit, the brand dies. If you build a brand which is separate from you, then you can sell it.
2. Own your domain. Whatever brand you use, you need to own the dot-com. If your name is available as a dot-com, go buy it. We specifically recommend the dot-com as opposed to other domain extensions like dot-net or dot-org because dot-com is assumed by all. It is easiest to remember.
3. Invest in a professional blog design. One of the biggest mistakes bloggers make is trying to design their own blogs when they have no idea how to do it. Saying that you’re not going to invest in a professional design until you make some money is to put the cart before the horse. Realize that you need to treat your blog like a business if you want it to be a business, and sometimes that means investing in it at the beginning.
4. Use professional photo of yourself. You are going to use a photo of yourself in various places on your blog, Twitter, Facebook, etc. You want that photo to be professional and attractive. You also want it to convey the mood expressed by your brand. If your brand is about fun, then look happy and fun in your photo. You can pay somebody to take very professional photos of you. It isn’t necessary, but you’ll get better results.
5. Go for visual consistency. Preferably, you want your Facebook and Twitter background, your blog, your Youtube channel layout – all of it – to have the same overall design and color scheme. It maintains visual consistency for the brand. Also, I recommend you use the same photo of yourself in all online profiles.
6. Get a logo. You need a professional logo for your brand. Don’t use your photo as the logo. Also, make sure the logo would work equally in color and black-and-white. In other words, it should translate well into print.
7. Invest in swag. Ever thought about building out your brand into the offline world? Perhaps shirts, cups, hats, mousepads, USB sticks, business cards, etc. If you give away some swag at a conference, you’ll be easily remembered.
8. Nail down your brand keywords. This was something that Ted Murphy talked about recently. In the same fashion you might add tags to your blog post, sit down and tag your brand. What words describe the brand you want to create? Then, see if you can further nail down the brand description to a single phrase.
9. Be Everywhere. Easier said than done, right? But, this is part of being a pro blogger. You need to be out there on Twitter, Facebook, Pinterest, Youtube, LinkedIn, etc. And it all needs to lead into your blog where you are posting quality, helpful content designed to bolster your brand. You can build your brand visually all you want, but it isn’t a brand if it is not out there in front of people.

As with everything, the basics are easy. It just requires follow-through. It is one thing to read this post and ultimately do nothing different. Or you could come up with some steps to actually DO IT.
Now, go build your brand!

 

Source : www.blogmarketingacademy.com

Branding – Why is it so important?

Branding goes way beyond just a logo or graphic element. When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff. When you look at this broad definition of branding, it can be a bit overwhelming to think about what is involved in your brand.

In short, your brand is the way your customer perceives you.

It is critical to be aware of your brand experience and have a plan to create the brand experience that you want to have… a good brand doesn’t just happen… it is a well thought out and strategic plan.

 

BRANDING PROMOTES RECOGNITION.

People tend to do business with companies they are familiar with. If your branding is consistent and easy to recognize, it can help people feel more at east purchasing your products or services.

 

YOUR BRAND HELPS SET YOU APART FROM THE COMPETITION.

In today’s global market, it is critical to stand apart from the crowd. You are no longer competing on a local stage, your organization now competes in the global economy. How do you stand out from the thousands or millions of similar organizations around the world?

 

YOUR BRAND TELLS PEOPLE ABOUT YOUR BUSINESS DNA.

Your full brand experience, from the visual elements like the logo to the way that your phones are answered, tell your customer about the kind of company that you are. Are all of these points of entry telling the right story?

 

YOUR BRAND PROVIDES MOTIVATION AND DIRECTION FOR YOUR STAFF.

A clear brand strategy provides the clarity that your staff needs to be successful. It tells them how to act, how to win, and how to meet the organization’s goals.

 

A STRONG BRAND GENERATES REFERRALS.

People love to tell others about the brands they like. People wear brands, eat brands, listen to brands, and they’re constantly telling others about the brands they love. On the flip side, you can’t tell someone about a brand you can’t remember. A strong brand is critical to generating referrals or viral traffic.

 

A STRONG BRAND HELPS CUSTOMERS KNOW WHAT TO EXPECT.

A brand that is consistent and clear puts the customer at ease, because they know exactly what to expect each and every time they experience the brand.

 

YOUR BRAND REPRESENTS YOU AND YOUR PROMISE TO YOUR CUSTOMER.

It is important to remember that your brand represents you…you are the brand, your staff is the brand, your marketing materials are the brand. What do they say about you, and what do they say about what you’re going to deliver (promise) to the customer?

 

YOUR BRAND HELPS YOU CREATE CLARITY AND STAY FOCUSED.

It’s very easy to wonder around from idea to idea with nothing to guide you…it doesn’t take long to be a long way from your original goals or plans. A clear brand strategy helps you stay focused on your mission and vision as an organization. Your brand can help you be strategic and will guide your marketing efforts saving time and money.

 

YOUR BRAND HELPS YOU CONNECT WITH YOUR CUSTOMERS EMOTIONALLY.

A good brand connects with people at an emotional level, they feel good when they buy the brand. Purchasing is an emotional experience and having a strong brand helps people feel good at an emotional level when they engage with the company.

 

A STRONG BRAND PROVIDES YOUR BUSINESS VALUE.

A strong brand will provide value to your organization well beyond your physical assets. Think about the brands that you purchase from (Coca-Cola, Wrangler, Apple, Ford, Chick-Fil-A, Quick Trip)… are these companies really worth their equipment, their products, their warehouses, or factories? No, these companies are worth much more than their physical assets…their brand has created a value that far exceeds their physical value.

 

WRAPPING IT UP

The best branding is built on a strong idea… an idea that you and your staff can hold on to, can commit to, and can deliver upon. Your brand needs to permeate your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand, you will see tremendous fruit while building brand loyalty among your customer base.

 

Source : www.strategynewmedia.com