State of the Brand :: by Jason Voiovich

A weekly discussion of how branding affects the world around you.

zpizza’s image is holding it back

An odd name and geometric logo don’t fit the affordable/health vibe you get inside the restaurant.

Starbucks minus Starbucks

Q: When do you know if your venerable brand is ready to lose the name and rely on logo alone? A: You just know.

The Gap Widens

Casual clothier the Gap did an about-face on its new logo, switching back in response to sharp criticism.

Caribou Coffee: Anti-Starbucks no longer

With its recent rebrand, Caribou Coffee has left the Starbucks nest. The question: Is it ready?

Snickers wants you back

Key Points:
1. Snickers latest advertising campaign is both visually and verbally clever, forcing us to take notice of the candy bar again.
2. There is good reason for M&M Mars (the maker of Snickers) to be worried. Market share for chocolate snacks is not keeping pace.
3. The popularity of ready-to-eat, pre-packaged meat, as a snack alternative, is cannibalizing other snack food market share.

A new logo isn’t going to save ShopKo

Author: Jason Voiovich Ecra Creative Group Most of you may have never heard of ShopKo. If not, I couldn’t blame you. Unless you have spent time in one of the upper Midwest’s second tier markets, the name ShopKo might mean nothing at all. Let me fill you in. ShopKo has been around since 1962. Essentially, […]

Who really has the right to use the “Red Cross”?

Author: Jason Voiovich Ecra Creative Group For the better part of 100 years, everything was fine. Both pharma-giant Johnson & Johnson as well as The American Red Cross used the iconic “red cross” logo as part of their trademark. Because the two organizations were fundamentally different (one in pharmaceuticals and medical products, the other a […]

St. Paul gets dumped: Travelers tightens up its brand image

Author: Jason Voiovich Ecra Creative Group St. Paul-Travelers is no more. The insurance giant announced that while it would maintain its corporate headquarters in St. Paul, Minnesota, the name “St. Paul” would no longer be a part of the company moniker. Founded in 1853, “The St. Paul” has been a part of the industry vernacular […]

The colonel rides again at Kentucky Fried Chicken

Author: Jason Voiovich Principal, Ecra Creative Group Colonel Sanders has been reincarnated. This time his likeness graces the new Kentucky Fried Chicken logo. The venerable Kentucky chef gets a updated look with bold colors, his classic bow tie, and his ultra-retro goatee. Gone are the initials “KFC”. Back are the classic taglines “Finger Lickin’ Good!” […]

The story of Dennis Hwang: The Korean “Google Doodle” master

Author: Jason Voiovich Principal, Ecra Creative Group Who is that guy? Specifically, the guy who designs the clever “variables” on the standard Google logo? We’ve all seen them: The letters in the Google logo being replaced by some holiday specific piece of artwork. The entire logo written in Braille. Two cats dancing with sparklers on […]

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Jason Voiovich
director_corporate marketing, Logic PD
Black Belt
Caffeine Addict

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