Brand Management: Keep Your Creative Work Professional
by Ben Quinn
Pablo Picasso and his Cubism style of art is known throughout the world by the art illiterate and aficionados alike. His captivating work distorts reality and explores composition in ways that were not only ground breaking, but are considered by many as genius. What most people don’t know is that Pablo Picasso was a superb realist painter. It was only through years of experience, study, and practice that Picasso was able to achieve greatness by simplifying and breaking down his compositions into masterpieces. What does this have to do with buying logos, or brand management for that matter?
Picasso’s deconstructed bull.
“Learn the rules like a pro, so you can break them like an artist.” – Pablo Picasso
We live in a world where boards of beautiful art stream into your smartphone accompanied by 140 characters or less. It’s easy to forget that truly inspiring, thought-provoking work is usually the result of a lifetime of dedication. With so many out-of-the-box website designs and crowd-sourced logos available, it’s easy to see why companies take this approach. Unfortunately, this also sets the low bar by which most brands are measured — and managed.
There are many high-quality compositions out there, but if there is no story, no personality behind your logo, then it’s just an image. It’s not representative of the hard working people behind it.
When asked, most companies claim their product is superior to their competitors’. But think about it: it’s through the learning process, mastery and challenge of real work that superior products reveal themselves. The same is true for the brand you put forth. Anyone can buy a logo, but truly refined brands know to employ creative minds that take the time to get to know their clients. Copywriters and designers that put in sweat equity get to know the core of their client’s abilities. These are the ones that take a brand from good to great. Hard work and dedication starts in research, then flows over to the next steps of brand management, and trickles into each and every project. The ultimate result? A thoughtful, cohesive brand.
So when choosing your approach to brand management, build a relationship with a marketing team that will put in the work. Only then will you be able to break the established rules effectively and stand apart from your competition.
Continue ReadingB2B Monday Myth: A Brand’s Social Involvement Is Unnecessary
by MGB2B
The Myth: A Brand’s Social Involvement Is Good But Unnecessary
The Truth: When Done Well, Corporate Social Involvement Can Reap Many Benefits for Your Company
In 1970, American economist, Milton Friedman, made the bold claim that:
“There is one and only one social responsibility of business–to use its resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.”
He believed that attempts to achieve social goals would create market inefficiencies, distorting the free market system and ultimately creating social costs. While most businesses are now aware that social responsibility can at the very least boost their reputation, there are many that avoid social responsibility altogether. And contrary to Friedman’s thinking, it is avoidance that can cost you, not participation.
Nearly 50 years after Friedman’s New York Times article, we know that social responsibility and economic goals are not mutually exclusive. It is in the best interest of the company to balance them. That balance is valued by stakeholders, employees, vendors, and most importantly – prospects.
These Are the Benefits of Corporate Social Responsibility:
- Bring in Stronger Employees. Companies are respected for social efforts, which means you can use it to increase employee loyalty and may even attract better talent.
- Increase Efficiency, Lower Costs. Sustainable business practices can actually increase efficiency and lower costs over time.
- Better Relationships with Public. This includes not just an enhanced reputation, but improved relationships with suppliers and distributors and goodwill in the eyes of public officials and prospective customers and clients.
- Increase Profits. Contrary to Friedman’s original claim, it is widely believed today that corporate social involvement actually increases profits. Even if it doesn’t happen immediately, the benefits to the long-term financial health of the company are nearly indisputable.
Haven’t yet incorporated social responsibility into your business’s platform? We’ll discuss how you can do that next week.
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