Need final quotes from books and pages:
-quote about technology
change and influence – generation x-y
-Quotes go logo page
164-165 //Wally Olins brand new -
Issues to look at:
-Why are these logos effective when people don’t
understand the logo or the message behind it? Example - Starbucks coffee - "twin-tailed mermaid, or siren as
she's known in Greek mythology"
"The
Insider: Principal roasts Starbucks over steamy retro logo". Seattle
Post-Intelligencer. September 11, 2006. Retrieved May 23, 2007.
*Simple patterns or designs
can be very memorable even if the audience doesn’t understand the meaning
behind it.
*With the logo being viewed
many times, it means people become accustomed to it and recognize the company
at first glance.
Have we seen every logo design in the world?
No because the average
person only recognizes the world wide brands that are known by almost everyone,
and the small companies in the surrounding area. Small companies cannot
advertise on a large scale because of advertising costs, this means that people
from the other side of the country would not become familiar with the logo.
Social networking such as Facebook, Twitter, Instagram etc. and other
advertising websites have made it easier for the small businesses to advertise
to a much larger group of people but still not many people will view the
advertisements compared to the large corporation TV adverts.
Signs and symbols are very
similar to logos, why? Because no matter in what country you are, or your
intellectual level, if you were to need the use of a bathroom, you will most
likely find it by following the eternal stick man or stickwoman symbol.
Exit signs
Red cross
Religions
Emergency
Majority driving signs on
the road are the same
Warning/ danger / toxic /
radioactive
Is our brain in control of this, do we get educated to know
this or is it common sense?
It can be argued that we
are taught the religious symbols and you have to learn the road symbols before
you pass your driving test, but at the same time a lot of health and safety
symbols are taught to us throughout our lives when we have learnt to read we
know what a lot of symbols mean, so it is split we learn just as many symbols
in education as we do in everyday life. I believe the law decides what is shown
in advertisements and what we should watch, so are we influenced by the
government when deciding which logos work and which don’t. Have they decided
what we like, find appropriate or functional?
Any sign or symbol can be
understood without the use of any writing, as can logos. This works due to
being able to be used and recognized anywhere and be used in any language. Every
country has a different ‘name’ in their own language or dialect. The audience
or clients can recognize the brand by the visual imagery and message behind the
logo.
Self and safety follow the same signs/symbols
internationally so everyone understands? When are we educated to understand
these signs?
Do we get impressed or surprised anymore by new designs or
does it all seem to be the same or similar?
Advertisements to
make it international
* global
campaigns only to find that their new slogan translates into something
offensive in some obscure Far Eastern country. If organisations put in place a
localisation strategy that identifies the cultural differences of target
markets, they can boost brand value and even save money.
* We
are all familiar with global brands such as Nike, McDonald’s and Apple. Brands
that have one set of values to communicate. One vision. One logo. Wherever we
travel in the world, their identity is instantly recognisable. But these companies
don’t just wade into a foreign territory without thinking about their impact on
the local culture. And the impact of the local culture on them. In order
to maintain their strong branding, they adopt a localisation strategy to ensure
they communicate effectively with their local markets.
* “localisation
is the process of adapting a product or content to a specific locale. The goal
is to provide a product with the look and feel of having been created for the
target market to eliminate or minimise local sensitivities”.
- It would take 83 languages to reach 80% of all
people in the world, and over 7,000 languages to reach everyone.
- 56.2% of consumers say the ability to obtain
information in their own language is more important than price.
- 95% of Chinese online consumers indicate
greater comfort level with websites in their language; only one percent of
US-based online retailers offer sites specific to China.
*about preparing your product for a new
location, culture and audience. - Take McDonald’s for example, they have
mastered the subtle art of localisation with the creation of regional menu
items for their international markets. Pop into a McDonald’s in New Zealand and
you can get a Kiwi burger. In India you’ll find Chicken Maharaja-Macs on the
menu. These products are individual to the local market, but they remain true
to the brand promise, illustrating, as Idealog describe, how localisation“can actually
boost the brand by making it relevant to a local market”.
*There are even some brands
that deliberately side step localisation.
*It is however, important to
remember that localisation can go wrong. By even considering creating a local
offering you are dangling perilously close to a media backlash, or somewhat
humorous miscalculation which manages to offend an entire country in one fell
swoop.
* Spending
the time and money to localise your marketing activity should be a priority for
any organisation. If not, you take the risk of losing the money you spend on
your global campaign – and to repair your image, you’ve got to add public
relations spend to your budget.
* One
of the most important things to remember is that getting localisation right
doesn’t have to involve a big change to have a big effect. The impact achieved
by simply taking the time to consider local sensitivities and adapting your
brand appropriately can be huge.
* So
the lesson is, when you take your beautifully crafted product or campaign to a
new market, it is vital you first understand the cultural, religious and
political impact it will have, and tailor your offer accordingly. A
localisation strategy cannot guarantee success, but without one it will all but
guarantee failure.
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