Mark Wilson’s Post

----Verizon’s new logo turns it into Netflix---- Today, Verizon is announcing a new logo and updated brand system. Gone is the Verizon electricity-inspired checkmark, which has been with the brand in some permutation for more than 20 years. In its place is a more flexible and adaptive letter V, which will serve as Verizon’s signature when its full wordmark isn’t the right tool for the job. Nine years after its last rebrand, Verizon is still the largest wireless provider in the U.S., but it’s struggling with subscriber growth, and is competing in a market where the core offering—data from the sky—is commoditized. And so, Verizon is repositioning its brand farther from what it’s been known for (wireless infrastructure) and closer to the halo of media (from video games, to streaming platforms, to NFL games) that all of its partnerships, and perhaps most notably, its lucrative premium-tier subscriptions, provide to its customers....... https://lnkd.in/gTx6-Jbz

I love learning about how organizations evolve the brand, yes- it’s the marketing nerd in me. And my love for branding. Verizon has launched a new brand identity that will trickle into their new marketing strategies consumers will start to see. Every aspect of a logo needs to be relevant and do something for the brand. What do I mean? Think the Nike swoosh. That’s a recognizable brand identity. The check mark for Verizon was meant to serve the purpose of brand identity, but when the company surveyed consumers there were low results in people recognizing the check mark as a standalone feature. And with poor results, it’s now gone! It will be great to see the Verizon brand unveiled through all of its channels and touch points- and then see if this new brand sticks! #branding #marketing #brand

Verizon has released their new rebranding. It is based on a "glowing V", but visually it is more of a "copy" and "ctrl+V" of Netflix logotype. Nonetheless it is an interesting re-design. #verizon ##rebranding #corporateidentity #netflix

In our audio-driven world, sonic branding is key. When crafted well, a sonic identity can forge a deep emotional connection between brand and consumer. As Kantar's Martin Ljungdahl says, “we relate to a brand through emotions,” and a sonic logo that summons a positive emotion is more likely to be remembered and purchased. See how iconic audio logos like that of Netflix and Law & Order came to be: https://lnkd.in/d2YRAfgm

In our audio-driven world, sonic branding is key. When crafted well, a sonic identity can forge a deep emotional connection between brand and consumer. As Kantar's Martin Ljungdahl says, “we relate to a brand through emotions,” and a sonic logo that summons a positive emotion is more likely to be remembered and purchased. See how iconic audio logos like that of Netflix and Law & Order came to be: https://lnkd.in/ddKizHr8

In our audio-driven world, sonic branding is key. When crafted well, a sonic identity can forge a deep emotional connection between brand and consumer. As Kantar's Martin Ljungdahl says, “we relate to a brand through emotions,” and a sonic logo that summons a positive emotion is more likely to be remembered and purchased. See how iconic audio logos like that of Netflix and Law & Order came to be: https://lnkd.in/egCHPKX2

In our audio-driven world, sonic branding is key. When crafted well, a sonic identity can forge a deep emotional connection between brand and consumer. As Kantar's Martin Ljungdahl says, “we relate to a brand through emotions,” and a sonic logo that summons a positive emotion is more likely to be remembered and purchased. See how iconic audio logos like that of Netflix and Law & Order came to be: https://lnkd.in/e9bMcDfN

More financial brands are turning to sonic branding. For example, TD is singing a new tune with the release of its new 'sonic identity'. Collaborating with Sixième Son, a global sonic branding agency, they've produced an audio logo that can be experienced through TV, radio, online ads, and even at over 2,800 TD ATMs across North America. According to TD's Chief Marketing Officer, Tyrrell Schmidt, this new initiative elevates their brand's accessibility. Recognizable elements such as the TD Shield and Green Chair may be iconic, but they fail to connect with their audience through audio-only formats or with visually impaired customers. This sonic identity aims to bridge that gap, creating a sense of community and connection. It's surprising to me how well this sonic brand captures a sense of optimism—the notes carry a sense of happiness and confidence. It's flexible, sometimes serious, sometimes fun, and engaging. It's impressive how it manages to be both traditional and forward-leaning at the same time. I recently had Michelle Schoening from Navy Federal Credit Union on our podcast to discuss her institution's new sonic logo. She told me: "The response was really overwhelmingly positive. People were like, oh, okay, that feels like us." This audible branding trend seems to be catching on among financial brands. And why not? It works! #SonicBranding #TD Bank #BrandingStrategy #MarketingInnovation

Swiped this great Volkswagen ad: Go "Topless" this summer. The blurred palm trees and "Topless" copy stops your scroll. Step 1 accomplished. It got my attention. Then I laughed two seconds in. Step 2 accomplished. I connected to their brand value. Volkswagon have always pushed boundaries with playful ads. The misdirection, humor, and simple copy made me swipe it. P.S. If you liked this campaign, check out these too: "Think Small" and "Lemon" TLDR; Cheeky misdirection can work well. And it's a great way to show your brand values. Just don't bait and switch people too hard. Or you hurt your brand credibility. Like this 😉 P.S. Get your FREE ticket to our BIG ads event: https://bit.ly/3y4V3j2 Credit: DDB, Milan, Italy

HOT TAKE INCOMING: Big improvement over Verizon's checkmark, and whatever the hell they were trying to do with the Z (?!) Looks like a utility company logo — which I suppose it kind of is at this point In our culture. #logo #branding #design #brandstrategy #LogoEvolution #mobile