Blog 1 - Brands

As stated in “Why Johnny Can’t Brand”:

The flip side of "DSI spotting" practice is looking at all the weak, ineffective messages drifting around on this sea and to make value judgments about what's wrong and why. This isn't being cynical or derogatory; it's gaining a fuller understanding by studying both sides of the coin.

1) What are 4 of your favorite brands? Why?

Sony Playstation (http://www.us.playstation.com/)

My favorite aspect of the Playstation brand is that with each release of a new console (PS1 – PS2 – PS3) Sony adjusts its logo to reflect the idea of the general gaming purchaser. The current version is black and white and has a very streamlined appearance. The print versions of the logo have a pre motion based appearance, while the media based logos are restrictive to a thin typed PS3.

Coke (http://www.coca-cola.com/index.jsp)

Despite it multiple variations the basic logo hasn’t changed since its 1930’s logo. It uses basic colors generally white on red, or red on black, which is something that I value as a design idea since its something I try to use in my own work.

Special Olympics (http://www.specialolympics.org)

The Special Olympics logo takes its core message and applies it to the regular Olympics message. What I really like about the logo is that not only does the design allow for the normal colors of the Olympic rings to be applied but that it keeps the singular circular shape till connecting it visually to the Olympics but instead it replaces the rings with people symbolizing the inclusion of everyone.

Planters / Mr. Peanut (http://www.planters.com/)

Like the rest of my brands / logos one of my major appreciations of Mr. Peanut is that the brand as a whole hasn’t really changed since its original creation. With the monocle and top hat Mr. Peanut gives the image of refinement and socially upper-class even for a nut that is given out in droves at run down steakhouses. Even with the evolution of different forms of media the logo doesn’t change.


2) For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.

Question 1 (the Golden Question): Is the key message ex¬pressed Superlative, Important, and Believable?

Playstation – While the console market as a whole is limited to three (Playstation, Xbox, and Wii), the concept of number one isn’t scene in the term but to many fans and the whole association with Sony creates the idea of being #1 both in gaming and a form of technology. The wording being “play” and “station” both create the idea of a object that you play with.

Coke – Like other one named known brands / personas Coke is a worldly known object. While the overall importance of Coke as a whole its identifiable name is known right away.

Special Olympics – With the name tie to the Olympics the Special Olympics shares the same connection to a sporting computation. Both sets of Olympics are known as having the best athletes of there respective sports.

Planters / Mr. Peanut – While the connection to Planters as the company is not visually connected the title “Planters Mr. Peanut” the title and image create the whole product. The image of Mr. Peanut and his items create an image of a important persona when compared to other series.

Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?

Playstation – Depending on the company’s credibility any popular technology companies namesake put in front of the “playstation” would work as well as Sony.

Coke – The entire namesake, credibility and marketability is tied to the Coke name. The moment that the Coke name is removed the soda just becomes any generic brand.

Special Olympics – The effectiveness of the replacement depends on the credibility of the company. Most companies would not have the same effect or success though due to the nature of the Special Olympics and its working with the disabled community and would lose the connection overcoming disabilities and such.

Planters / Mr. Peanut – The namesake is dependent on the base item. The term Mr. Peanut is memorable and easy to say. Something along the lines of Mr. Carrot / Mr. Squash doesn’t have the natural flow that Mr. Peanut does.

Question 3 (the Star Question): In communications like ad¬vertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?

Playstation – In the case of previous Playstations (1 & 2) the ads were relevant to the system or the customer. With the release of the playstation 3 though it seems that Sony took a few steps off the deep end. While the general concept of it is a system that does it all, it just generally frightens the audience or at least me. The series are memorable for all the wrong reasons in the terms of branding.
http://www.youtube.com/watch?v=5Y9k-U67FNg

Coke – Coke is branded into my head and everyone else’s heads. Any commercial that they do, doesn’t reinforce the brand of coke or what it is, instead I look forward to them as a means of entertainment. They don’t ever incite me to buy or not to buy a coke because I know it so well. While they are memorable like a lot of commercials they are memorable in my enjoyment of the commercial itself not memorable in the sense of wanting to make me buy a coke. And besides 7-11 coffee is free and I get free creamers…

Special Olympics – The few commercials that I have seen for the Special Olympics may not be as flashy as everything else but if it wasn’t for them I wouldn’t have much interest in the Special Olympics or even knowledge of it. As simple as they are they do a great job of showing the heart and passion that both the athletes as well as the trainers have for the group.
First reference of Special Olympics that comes to mind

Planters / Mr. Peanut – Mr. Peanut ads have always been hit or miss. While a good portion of them are just strange and funny they never really want to make me want to go out and buy a pack of peanuts let alone want to eat any, on the other hand though some of the commericals and ads that they run are not only really funny but they also get me slightly in the mood for them or interested in whatever new spin they are putting on them.
Mr. Peanut meets pirates