Spanish edition of “Brand Meaning” just released

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Batey SigdeMarca1 cr

The Spanish language edition of “Brand Meaning” is now available, published by Granica as El Significado da la Marca.

Here’s a link to buy the book.

So God made a YouTube video

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As a footnote to my post below on last night’s Super Bowl ads, this story could not be more appropriate. The only ad that I deemed worthy of some positive comment turns out to be a rip-off of a home-made video uploaded to YouTube by  While my post pointed to the “borrowed interest” in the Dodge Ram commercial, I didn’t realize at that stage quite how borrowed it was.

The full story and video are here.

Again, a perfect depiction of the lack of originality on show last night.


Not so Super Bowl

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And so, last night, to the yearly ritual of watching the Super Bowl ads,super-bowl-commercials-2012-header.jpg punctuated by brief episodes of the game itself. This is billed as the showcase of national advertising. The winner last night?

The Baltimore Ravens.

Yep, I enjoyed the game more than the ads. Now, I ought to clarify that this is the first year that I’ve actually understood the rules (at least some of them), which sure makes a difference. And the ebb and flow of the play, with a tight finish, kept me interested. As for the ads,…time out. The amount of contrived, derivative advertising with no brand idea, no advertising idea, in fact, no idea, was alarming – given the average cost of a Super Bowl spot.

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Rebranding American Airlines

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AA new logo AA before after plane in new liveryI have to admit that I have a soft spot for AA, and have enjoyed the benefits of ExecPlat status for many a year. I can’t deny the operational and service problems they have had of late, which of course mold the brand experience for most passengers.

I want to like the new logo and livery, but I’m struggling. AA was like Ford and IBM to me – they had an almost timeless logo which required only minor modification. The new livery feels unbalanced with that heavy handed design on the tailfin.

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SAAB and its “new” logo

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saab_logo_round for bonnet and wheel saab_logo redoSaab’s “new” logo isn’t really new. It’s the result of pragmatics, convoluted ownership history and licensing restrictions.

Without going into too much of the historical trials and tribulations of the company that has come back from bankruptcy, and currently has yet another owner (NEVS), the bottom line is that the griffin is gone. At least from the cars. The crowned griffin (half lion, half eagle) logo, is currently in use by Saab AB (the aerospace company) and Scania (the truck company) who did not grant the rights to it on SAAB cars.

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