Brand and Identity Development

A corporation’s identity should be a reflection of a business’s values and personality. So when two or more corporations unite, through merger or acquisition (M&A), it can often result in a new corporate logo entirely. Many times the logo can undergo a frightening transformation that leaves customers turned off subconsciously. To avoid that fate, the companies involved must ensure that the logo merger can successfully “bear fruit” visually.

A recent study has found a linkage between social media engagement and financial success and profitability. In the first study of its kind, Engagement DB has provided the marketing community with some compelling directional findings. While the study findings can not show true causality, it's very exciting to see the linkage between deep engagement within social channels and the financial performance of some of the world's leading brands. Some key findings include:

Recent consumer research regarding online video consumption behavior combined with production trends expanding beyond the 30-second spot are ushering in a new era on the web for online video. Where once it was thought that the Internet was not the venue for such content, apparently many of us are now choosing to watch longer-form online brand videos and short films. In this 12-minute piece the Schweppes brand only appears twice. The content is an engaging story. It would be great to hear from Schweppes how they measure the impact of this investment on their business.

A recent AdAge article alerts marketers eye balling social media to the fact that the members of social networks may be getting sick of constantly being asked to install this app or forward that message to their friends. If we follow my party analogy, this shouldn’t surprise anyone

The New Group has partnered with Lucier Restaurant in the development of the entire branding and marketing package for the restaurant's grand opening in Portland, Oregon.