In the news lately is the recent launch of NYC’s new campaign, “This is New York City,” which is being used to highlight the many different facets of the Big Apple. It marks the official burial of of “I Love New York,” a campaign that is going on its 30th year.
The campaign, developed by BBH, give me a little bit of satisfaction. As many of you may know, Jaymus developed the This is Atlanta campaign for Brand Atlanta in Spring of 2007. The campaign did extremely well with focus groups and showed much promise. However, because of political reasons, Brand Atlanta chose Lattimer Moffitt’s “City Lights, Southern Nights.”
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Any project needs goals. Whether it’s a website, a brand refresh, new brochure or marketing piece, the project should be clearly defined. This seems obvious, but not taking this task to heart is the number one reason why a project fails to meet its goals. A Creative Brief is a document that outlines the project tasks, the project objectives, marketing and customer insights, and all of the nitty gritty details that lead to a well-polished final product. Yogi Berra said it best, “If you don’t know where you are going, you might wind up someplace else.”
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So your company is looking to rework the brand, create a brochure, website or ad. You’ve spent hours searching for the right designer, and you’ve got a good idea of the look you want. The quotes are approved and your team is on board. But wait! What about the copy? After all, what that well-designed brochure says is at least as important, if not more, than what it looks like.
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When Apple introduced the mouse back in the early 80s, it revolutionized the way we interact with the computer. Using a GUI (Graphical User Interface), the first Macintosh set the standard for computer operating systems. While sleeker design and better technology have continued to improve this point-and-click method since the early days, the fundamental concept remains the same.
However, the advent of new interactive technology will change this. Technology that will allow you to more naturally interact with computers, presentations and software using your built-in mouse – your hand. It sounds sci-fi, but it’s already a reality, and may work its way into every piece of technology in the very near future, replacing the mouse forever.
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Needless to say, there’s a definite emphasis on product design these days. Masters of product design, like Apple’s Steve Jobs, put a premium on the presentation of the product. This not only makes the product more usable and attractive, but also has residual benefits. Product loyalty and longevity are increased when the consumer feels emotionally tied to the product.
Read the full study results here.
Brand Atlanta announced their new tagline at an Atlanta Conventions and Visitor’s Bureau on Oct. 18th. The new tagline “City Lights, Southern Nights” will replace the old, lackluster “Everyday is an Opening Day” slogan in an effort to revive a campaign that has struggled since its inception in 2005. According to the Atlanta Business Chronicle article, Brand Atlanta will use the new tagline to target yuppies and empty nesters nationwide, as well as families a short drive from Atlanta.
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