Has the Union Flag euphoria helped or hindered ‘British Brand Value’?

What is the vital component of a flag? : Identity. Identity is the embodiment of a nation, of an individual, of a business. When one gazes at a flag like the Union Jack (Union Flag), they associate it with the archetypal values that it symbolises: pride, strength, unity, among many others. This symbolism is vitally important because it reflects upon the watching world, as people seek to develop a connection with what they see on a daily basis. The Union Flag is highly potent, known across the globe, and has become a vital commodity, a logo for ‘Brand Britain’.

Peeling back the mask

From Batman to The Beano, Bunty to Biggles, we have all at some point or another in our lives experienced comic books; even if it was just a cursory glance in a dentists surgery or peering over your kid brothers shoulder. There is also no denying that comic books have played a key part in my formative years, sparking my imagination and ultimately leading me to becoming a graphic designer. So when one of the world's largest and best loved comic book publishing brands reveals a new identity, I want to know about it. And they don’t come much bigger than DC Comics, home of well loved characters like Batman, Superman and Wonder Woman.

Founded in 1934 the initials ‘DC’ came from the company’s popular series of Detective Comics, which famously featured Batman’s debut and subsequently became part of the company’s name. It was in the mid 1970s that Milton Glaser (best known for his ‘I ❤ New York’ logo) was approached to create a new identity for DC Comics. His design, a shield of four stars inlaid with the company’s initials (known as the DC Bullet) became embedded in the popular culture of my generation as we joined Batman et al on their adventures.

New clothes for the Emperor again! Pt.2

Time for some pragmatism, Time for a digital idealogy!
To be effective in digital strategy “Discover yesterday, enjoy today and visualise tomorrow”.

5 Digital Idealogies

1. Ensure relevant and manageable self-sufficiency
2. Turn existing assets and activities into profitable pilots
3. Prioritise your housekeeping - search, social, information architecture and content strategy
4. Always follow the chronology of strategy > creativity > technology
5. Test! Test! Test! There are no rules of engagement!

New clothes for the Emperor again! Pt.1

The digital galaxy is like the ‘Emperor’s New Clothes’ to anyone associated with the sales and marketing process.

The new technology, new challenges and the inevitable new sales initiatives that follow can leave budget holders completely bewildered.

“Change is inevitable - except from a vending machine.”

One of the blessings (or is it a curse?) of being the Operations Director for a Branding Consultancy like Idealogy, is that you never know what the day will throw at you.

But whatever it is, you'd better be ready!

Paul Wright has had 20 years of being ready, and the one constant is that, around his robust flexibilty, “…the times they are a changing!”.

20 years ago the marketing and communications landscape was one of brochures and trade shows and stationery and press advertising. Today, that landscape is full of terms like websites, experiential and ambient media, e-campaigns, social media, customer experience and the ‘B’ word.

So how does someone like Paul deal with that kind of far-reaching change? After all, it’s not as if he can just transfer the skills of one era and transplant them into the current milieu. For Paul, his greatest asset is his matter-of-fact approach to all things – ‘let’s not get excited here!’. And it’s a mindset that has served both him and the business well.

Whatever the question, whatever the challenge, his unruffled perspective keeps projects on the rails, long after many of us would have jumped off the train. His ability to combine a generation of traditional production skills with the competencies required to deliver complex multi-media projects is a lesson in sangfroid – he remains composed and self-assured under extreme pressure.

Which brings us neatly to our headline.

Paul’s attitude to his changing universe is one of crushing inevitability. Just don’t ask him difficult questions when he’s trying to get a can of drink out of a machine. It’s surprising how quickly that calm veneer crumbles. And the language isn’t far behind.

Pepsi anyone?

Posted by Idealogy