Corporate Rebranding Done Right
by MGB2B
To rebrand an already existing company, especially one with some size, is a difficult task. You have many masters to please, and any mistake (real or perceived) will be viewed and criticized by lots of eyes. A recent rebrand that’s caught my eye is that of Dominion Energy, a company targeting businesses and residential customers throughout Virginia.
Take a look at a comparison of the old and new logos. You’ll notice that the proper choices were made to modernize the logo. I also applaud the removal of the hand, which looks suspiciously like the finger of God from Michelangelo’s “Creation of Adam” and could spark some backlash among certain customers.
Why It Works
Overall, the redesign does a good job of portraying a company that is modern. And, through the icon shape and placement, one that is literally rising up. The logo itself and the overall application shown in the images that follow (from Chermayeff & Geismar) are by no means groundbreaking, cutting edge, or in my mind award winning. But it’s not always about creating a brand that meets these criteria.
As a company that serves over 6 million customers in the B2B and B2C sectors, you need to keep a lot of people happy. Going too far down the road of pleasing one niche market with your rebrand will most likely turn off a good portion of another. This logo does a good job of appealing to all markets and bringing the brand to where it should be in 2017.
How to Develop Creative B2B Advertising Campaigns
by MGB2B
There is a common misconception that business-to-consumer ads are meant to be enticing and visually appealing while business-to-business ads are destined to be dry and dull. Just because you are creating an ad for a B2B company does not mean that it has to be a boring piece of creative. Below are a few things to keep in mind when you are developing creative B2B advertising campaigns.
How to Develop Creative B2B Advertising Campaigns That Work
Continue ReadingCreating Effective Videos for Commercial Construction Companies
by MGB2B
As I explained in an earlier post about how to successfully create a video project, the cost of creating quality commercial construction marketing videos has been getting lower and lower. With the release of products like the GoPro, personal drones, and high-def filming capabilities on Digital SLR cameras, your commercial construction videos can be created more efficiently by your marketing partner and their internal / external resources.
I’ll also restate that when I say video, the end result does not have to be a 30- or 60-second commercial that has a costly media buy associated with it. Videos can live in lots of different places. If you are the marketing manager for a commercial construction company, the best place for a video to live is on your website so you can drive potential customers to it and help them discover more about your company as a whole.
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