Some interim excerpts on branding and its correlation with project management.
Now, most early-career candidates understand they need to market themselves to voters. But marketing and branding aren’t the same thing. Marketing is the process that supports bringing a brand to market.
Branding, meanwhile, involves developing things like a candidate’s public image, personality, awareness, perception, values and messaging. The brand must resonate in every aspect of an overall campaign. In fact, crafting a brand is a bit more complicated than just putting up a logo, or communicating policy issues.
On Ted Cruz’s presidential, branding was an essential part of the campaign. But not at first. When I was brought in to serve as a brand strategist, initially it was hard for me to break the rest of the senior staff from mindset of: “This is how we always have done things before.”
Crossposted from CampaignElections
What made you decide to enroll in the Master’s in Branding program?
It was a combination of a lot of factors in my life both personally and professionally. I went to Parsons School of Design for Design and Management, and shortly after graduating took a hard pivot into the B2B world working for a global technology company in marketing. At a young age, I was working in a very complex industry armed with a vastly different perspective than my tenured peers—but it proved to be an exciting challenge. I was able to get a solid business foundation and the experience shaped me as a more realistic and business-savvy designer. However, the ability to flex my creative skills was limited, and I often found myself working with agencies and yearning to be on their side of the table—working in a collaborative environment, building creative solutions to enhance brand experiences.
Crossposted from PSFK
On Yahoo and AOL
In slightly less corporate terms, the new four-letter name was intended to serve as a sort of unified banner under which Verizon can pitch its various brands to other businesses, while maintaining the individual value of its different content brands. Yahoo branding, meanwhile, will continue to exist amid the Verizon/AOL/Oath branding stew.
But a Business Insider story that broke yesterday beat the companies to the punch, leaving them scrambling to convey the new branding. Armstrong quickly issued a tweet, putting to rest mounting doubt regarding the veracity of the branding effort. “Billion+ Consumers, 20+ Brands, Unstoppable Team. #TakeTheOath. Summer 2017.”
The logo attached was simple Helvetica, along with a giant blue colon that seems to serve as some comprise between the Aol period and Yahoo exclamation mark — and, the company no doubt hopes, some open-ended peek into the future. The acknowledgement of the leak and the branding push that followed were rushed, out of necessity — though Armstrong says the company had a plan in place for the seemingly inevitable leak, roughly a month or so before it had hoped to officially reveal the information to the public.
Even so, he admitted that certain aspects were rushed. The uncomfortably forceful (and borderline cultish) #TakeTheOath hashtag tops that list.
Crossposted from Techcrunch