BMW was the sponsor of the season premier of Man Men last Sunday night . How appropriate. Not only is "The Ultimate Driving Machine" a Mad Ave icon, it proves that if done right, taglines and logos can continue to build equity and awareness for decades. BMW's line was created in 1974 when the automaker was an embarrassing (and virtually invisible) number 11 on the list of Top Ten import brands that year. Flash forward and BMW is number one on that list-- thanks, in large part, to smart and consistent branding.
Smart and consistent are the key words here. Above all, a brand's positioning has to be spot-on and communicate a compelling truth in an interesting way. Then, it's all about consistency. That should be the easy part. Apparently, it's not.
We are a "throwaway society," where toasters, coffee makers, TVs, and phones are easily and cheaply replaced by shiny, new ones every couple of years. That happens with advertising, also. Too often, clients feel the need to change the brand, freshen up the look, or create a new tagline more in tune with today's market. Or even just try on a "bright, shiny, new agency." Sometimes that's necessary and justified--say, to signal a real change or in the event of a merger or in response to an evolving market. Most times, it's just an expensive new suit of clothes that looks good, may not be a good fit, and probably will have to be replaced next season when "the look" is terribly out of date.
Classics last. And though they cost more in the beginning, great logos, taglines, and brands pay for themselves many times over.
We've been lucky to work with clients who understand the value of investing in a real brand position and creating a true position that works well today as well as decades from now. Here are a few examples:
Floyd and Stanich created this line and rebranded White River State Park more than a decade ago. Next time you're at the Indiana State Museum or the Eiteljorg, take a closer look at the entrance to White River State Park and its enduring brand stamped into the metal of the entrance.
More than 20 years ago, we helped create a brand that brought the former Beethoven Foundation into a new era. It's still just as vibrant and appropriate today.
When Bernie Stanich here was Creative Director at Bates Midwest, the agency created a positioning line that's definitely withstood the test of time and continues, after nearly 15 years, to communicate the newness and vitality of downtown Indianapolis.
Good, solid branding lives on. And on and on.
