No, I am not suggesting I will go around your office tearing up brochures or ripping logo’s off the wall. Although that would be fun. The strictly theoretical question for you to answer is; is your brand still recognizable when you smash any part of your marketing collateral into pieces? This is what Coca-Cola set out to achieve when designing their now famous contour bottle, and they succeeded. Smashing the bottle into pieces, you are left with shards of the original, but recognizing it is still easy.
This smashing test is still widely used as a test of a good brand. More than just about your logo, a good brand is recognizable in any part of any design. That photo you used for the print ad? That headline you use in your search ads? The colors used on your website? Yes, they are all part of your brand. Can you still recognize the ad you put out, when you remove the logo and mentions of the brand?
CEO & Partner (CH)
Morten is CEO & Partner at MediaGroup. With a background as head of agency sales in DoubleClick Media from 1999 to 2003, he founded a company that evolved into Mediagroup Worldwide in 2004. Morten holds an MA from Copenhagen Business School in international marketing. He brings many years of experience in cross-channel international digital advertising and extensive knowledge in the digital transformation of business in the B2C and B2B segments.
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No, robots should not run your marketing
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撰寫者 Bart Burggraaf
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