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Breaking Traditional Models Of Corporate Branding

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Breaking Traditional Models Of Corporate Branding

Q & A with   Brand on Stuart, Creative Director at   Fanscape, The Marketing Arm’s social media practice

Yahoo recently announced a plan to roll out 30 logos in 30 days.  What’s this mean for the brand ?  And for consumers?

This program helps position Yahoo — and  Marissa Meyer’s regime — as nimble, which is a trait that today’s digital consumer appreciates.  By playing with the brand ‘s iconic logo, Marissa is making it clear that Yahoo is not scared of breaking traditional models of corporate brand ing. 

This positions Yahoo as current and  savvy in a world where brand s are becoming increasingly human and  transparent through social media and  other channels that create a two-way dialogue between brand  and  consumer.  A brand ‘s logo is at the heart of it’s presence, and  Marissa is showing that Yahoo can adapt and  evolve just like the consumers they seek to engage.

For years our eyes have been trained to recognize the iconic Yahoo logo in the corner, without even having to give it direct attention.  Now that it’s evolving day after day the logo will intrigue and  reengage the eye.

Often consumers initially reject a brand ‘s creative departure from a historical logo, but even that dialogue can be enough to spark curiosity about the purpose for the shift.

People relate to logos.  A brand ‘s logo can stir up memories of experiences and  moments of discovery.  So when a brand  deploys a new look or feel for their logo, it can be jarring.  I believe Yahoo is soft-launching their new look by breaking the routine every single day.  They’re training the consumer that Yahoo can be as unique as each of us and  should not be stereotyped as a dated search engine.  They are reaching out to the consumer and  saying “we are evolving just like today’s digital world and  each of the consumers within it.”

The pros are that the brand  appears nimble, human and  transparent, all of which have proven to be fruitful in today’s socially-engaged economy.  People gravitate toward brand s with which they feel a connection.  This campaign allows an iconic fortress like Yahoo to show that there exists a personality behind the gates.

On the downside, there will inevitably be some backlash to the inconsistent brand ing and  irreverence for consistency.  Some consumers may feel like the brand  is becoming wishy washy by not stand ing behind one iconic image and  be concerned or speculative about what it means for their service.

For Yahoo, the good news is that we’re talking about it and  speculating about what it means, which is a step in the right direction for a brand  that has at times carried a persona of being dated or stagnant.  This fun approach to the redefining the face of the brand  marks a creative exploration that will resonate with younger consumers.