I dont want you all to think I go after Telenor or other companies for self-indulgence — they just happen to make lousy mistakes that I DO NOT want readers of Green & White (people who’re “Green!”) to make!
Green & White: the platform that gives you dozens of case studies live from the market that you can learn from to become a true high performing professional.
So I will spend the time to teach the lesson I’m trying to preach with all of these critique posts. Note I’ve already tried to teach the same lesson twice before.
Too many marketers make the mistake of thinking that Brands are symbols that represent what THEY (i.e. the marketers) believe the company envisions or stands for — that brands are the representation of a company vision, or idea, or new initiative. This is the mistake Telenor has made with its DJuice Brand which is clearly evident from its Press Release.
Nothing could be more wrong — does KFC stand for making 80-year old retired army sergeants smile? Then WHY do they have the old man as a brand?
Does Google believe in making the English alphabet colorful? Does Apple believe in leaving half-eaten fruit lying around?
Brands need to be symbols for what your customers want to remember about you. Nothing more, really.
Give your customers something unique, easy to remember, easy to differentiate, and at the same time an image that represents what you what YOUR CUSTOMERS to think about you. Note, however, the last bit isn’t that important, because your company’s experience will automatically make your customers relate a feeling to the logo — focus on being unique, where is where KFC, Subway, Starbucks, McDonalds and many of the world’s leading brands lie.
Again, Telenor’s has been at the forefront of this as well with the fantastic blue pinwheel logo that is memorable and distinct in the market. I’m just disappointed to see the DJuice one.