Avoiding Brand Collision – Part One
This one is a little late to the table, but if you somehow missed both the original airing and the news aggregators out there that picked it up, it may yet be news to you.
A few weeks ago, the Republican party released an advertisement promoting their new slogan “the change you deserve”.
Roll the clip:
This is a high level, very public, example of never pick a tagline that just anyone can use. Ever.
The logo test would have been instructive but we should also add to that, as commenter Mark Goren suggests, the Google test. A good brand shouldn’t work just as well alongside your competitor’s logo, nor should it link to anything embarrassing or otherwise counter-message online (like a powerful prescription antidepressant).
| Tagged with: | Branding, Fruit Stripe Gum, Google, Politics, Republicans, Taglines, The Daily Show, YouTube |