If you read The Wall Street Journal Magazine that accompanied the Saturday-Sunday Wall Street Journal this weekend, you were exposed to an ad from Cadillac for its new Celestiq model.
B2B and B2C brands are often assumed to be very different. One big assumption is that B2C brands are bought on emotions and B2B brands are bought on logic. This is partly, but not wholly true. B2B brands are actually also purchased emotionally, but on different emotions to B2C. B2B brands need to focus on generating emotions around things like reducing risk and increasing efficiency.
Image and identity are not the same and require different strategies to address problems.
So, it’s the Tokyo Olympics very soon and there are numerous issues around the safety of athletes, the lack of fans, and whether it should be going ahead at all. But, back in 2015 the Tokyo Olympics was in hot water for very different reasons – the logo.
Open any brand guidelines and you’ll likely find a page or two about correct logo usage. As one of the most sacred elements of any brand, strict instructions on amount of padding, what it can and can’t be placed next to or on top of, purposely limit choices to avoid a free-for-all of activations.
