Engineering Marketing
  • Home
  • About
  • Media
  • Inspiration
Sign in Subscribe
By Sorin Patilinet in Advertising — Jan 14, 2021

3 Strong Alternatives to "Make the Logo BIGGER"

3 Strong Alternatives to "Make the Logo BIGGER"
Photo by Katherine Kromberg / Unsplash

I came across this video by chance, and I adore it, and if you are in marketing you probably will find it relatable too. “Make the logo bigger“ presumably performs highest in any chart of most heard sentences in communication agency feedback sessions. I am guilty of using it several times during my career, but there is an element of truth, as always, with a marketing meme. And that truth sits comfortably somewhere in the middle of the two extremes: on one end, an ad that shows your logo as big as the entire screen, and on the other end of the spectrum, a sixty seconds movie that forgets to introduce your brand.

As guardians of our brands, we think it is our role to mark our territory, to clarify that this is not a piece of art and our brand message. And we are almost right to do so. Anyone exposed to advertising is by now aware they are watching a brand message—no need to take your customer as a fool. Anywhere those ads are seen: in Social news feeds, on out-of-home panels, or on TV screens, our audience knows they are watching advertising. We probably need to admit to ourselves we are producing ads preferably with our brand well integrated. And sometimes we even make stupid mistakes like this one.

The absence of branding is a decisive factor for failures in advertising, but the opposite isn’t always true. Merely showing the brand is not enough. There is no magic formula, but many approaches can marginally increase your chances of success. Try them all and measure their impact on your brand.

Here are 3 examples, I found useful: integrating the product (with the brand visible) in your story as a hero, showing your brand's distinctive characteristics early and often, or even generating digital traffic through a call to action. This is how you can make your brand bigger without increasing font. And when all seems lost, and you don’t have any other idea, watch the video above and sing along: “Make the logo bigger.”

Image drawn by Tom Fishburne @Marketoonist – Make the logo bigger

Previous

3 Books On Marketing I Loved To Re-read Last Year

Next

When Was the Last Time You Said No To More?

You might also like...

Roblox Marketing 101 - How to Impress Your Peers and Surprise Your Kids
Gaming

Roblox Marketing 101 - How to Impress Your Peers and Surprise Your Kids

What is Roblox? In my last blog post, I wrote about how
Read More
Sorin Patilinet
An Engineer's Risky Marketing Predictions for 2021
consumers

An Engineer's Risky Marketing Predictions for 2021

This weird year is coming close; it’s time for marketing predictions.
Read More
Sorin Patilinet
Marketing Insights Adds Value by Confirming Experience-based Truths With Data
Data

Marketing Insights Adds Value by Confirming Experience-based Truths With Data

Insight is the capacity to gain an accurate and deep understanding of
Read More
Sorin Patilinet
Advertising Wearout The Myth We Love To Believe In
Advertising

Advertising Wearout The Myth We Love To Believe In

I found little empirical evidence that advertising wearout exists for successful executions.
Read More
Sorin Patilinet
Engineering Marketing © 2023
  • Sign up
Powered by Ghost