Skip to main content

We Finished In Last Place So...

...after firing everyone responsible, we're designing a new logo.

Yep, that'll work.

THE TAKEAWAY: Whatever your organization's problems, they weren't caused by your logo. Whatever the solutions, a new logo is usually an
expensive, unnecessary distraction.

Are you going to drink more Pepsi or Pepsi products now that the logo has morphed into some weird emoticon?

Were I Pepsi's marketing guru, I would have found a way to distribute Gatorade Endurance Formula to stores, well, ANYWHERE, thus pleasing us triathletes who think their current eye-dropper-like distribution strategy is resoundingly idiotic.

And raise your hand if you think the Detroit Lions' new logo will pull them out of last place. Or make their fans forget 2008. Oh, I know, it's part of the revival of a great brand, bringing new passion and energy...blah blah.

Heck, I call myself a "brand-builder"
and even I don't believe that stuff. Brands are not logos and symbols, they're simply what organizations are willing to - and capable of - delivering.

Don't believe me? Consider the Chicago Blackhawks, one of hockey's original six teams. After more than a decade of utter futility on and off the ice left a fan base with barely a pulse, they're now thriving in the playoffs and filling the United Center with roaring, capacity crowds. New leadership. New attitudes. New players. Same logo.

So save your money. Sell stuff. Get some players.


Popular posts from this blog

Becoming Consumer Friendly In Five Easy Steps...Or Not

An article at offers hospitals 5 steps to becoming more consumer friendly.

If you still think there's a secret sauce to your hospital becoming more "consumer friendly," these 5 steps are as good a place to start as any.  Unfortunately, it's a little like that old Steve Martin comedy bit where he says he'll teach you how to be rich. The first step is to go find a million dollars.

Step 1 from the article is realizing that "...a Medicare beneficiary with chronic conditions is different from a young mom who brings her kids in for an annual check-up." This is market segmentation for beginners, and, yes, one size decidedly does not fit all. I'm sure your marketing team's been saying this for a while.

Steps 2-5: have a strategy, metrics, a champion and resources. OK. Hard to argue with any of those.

But those things, alone or together, won't overcome culture. They're important components to be sure, but insufficient without a …

My Take On Anthem-Cigna, Big Dumb Companies and the Executives Who Run Them

After last Friday's Appeals Court decision, Anthem's hostile takeover of, er, merger with Cigna has but a faint pulse. Good. Unplug the respirator. Cigna's figured it out but Anthem is like that late-late horror show where the corpse refuses to die. Meanwhile, 150 McKinsey consultants are on standby for post-merger "integration" support. I guess "no deal, no paycheck..." is powerfully motivating to keep the patient alive a while longer.

In court, Anthem argued that assembling a $54 billion behemoth is a necessary precondition to sparking all manner of wondrous innovations and delivering $2.4 billion in efficiencies. The basic argument appears to be "We need to double in size to grow a brain. And just imagine all those savings translating directly into lower premiums for employers and consumers." 

Stop. Read that paragraph again. Ignore the dubious "lower premiums" argument and focus on the deal's savings.

$2.4 billion saved from a p…

Another Day, Another App, Another Satisfied Customer

How might health care providers use technology to turn customers' mobile phones into information displays and ordering devices? A few years ago, the NY Times outlined how retailers are doing it...
"(Designer Norma) Kamali is at the forefront of a technological transformation coming to many of the nation’s retailers. They are determined to strengthen the link between their physical stores and the Web, and to use technology to make shopping easier for consumers and more lucrative for themselves.

Cisco Systems, the supplier of networking equipment and services for the Internet, is also a leader in the field. The company’s Mobile Concierge system is capable of connecting customers’ smartphones to retailers’ wireless networks — so a shopper could type “Cheez Whiz” into a cellphone, then pinpoint its location in the store." Ms. Kamali's boutique installed a technology called ScanLife, "allowing people to scan bar codes on merchandise and obtain details about the…