Has the Book Publishing World Finally Gone Topsy-Turvy?

January 31st, 2011 | Posted in art, Blog, marketing | No Comments
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It used to be every author’s dream to write a book, submit their manuscript, and have a publisher tell them they’d love to publish it. Today, author’s are just self-publishing and why? They won’t have anyone telling them how to change their words. I was disgusted when I read online that NewSouth Books was going to put out an updated version of the classic, The Adventures of Huckleberry Finn by Mark Twain, because when he wrote it he used the “N” word. What right do they have to change his words? That’s the way the book was written. I live in Jersey City, and as much as I hate the “N” word, I hear it used out there on street all the time, in New York City as well. Unfortunately, it’s still part of our culture and students should learn history the way it was written, the way it happened. No one’s words should be cleansed.

Mark Twain from Wikimedia

Then there’s the issue of book design and who should be deciding what’s appropriate. I remember when I worked on staff at various publishing companies in New York, I’d sit and talk with the editor, who was representing the author. The editor would tell us more about the book, and as the art director it was my responsibility to read the manuscript, get a sense of the writing style and design what I thought was right. Of course each company had a different system for cover approval. Some held weekly meetings where marketing, sales, editorial, and the president were all at the conference table and could all voice their opinions at once. This seemed like a great and easy solution until someone chimed in they didn’t like that “yellow” and before I knew it everyone had destroyed that cover design and it was back to the drawing board. Other companies had the walkabout, where I started with the editor and if he/she liked it, it was on to the publisher, and then to sales, marketing and if I made it through all of them, finally to the president, who could reject it and we’d start over again.

As someone who loves books, reading and designing them, I’m wondering what’s happened to this industry and if too many boundaries are being crossed. Who’s in charge of what anymore?

Branding Design Through Social Media and the Satisfied Client

January 29th, 2011 | Posted in Blog, marketing | No Comments
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There is nothing more satisfying than a happy client.

Once a company feels they need help to brand their message and they take the leap and hire a professional, they never regret it. It takes an experienced strategist, using both design and clear messaging to bring to light what the client was trying to get across in the past. You must continue to develop that brand across all media applications. Just as the internet and marketing strategies change, so a company’s brand must expand. So how do we get them to take that first leap?

Perhaps it’s about not knowing what they’re missing until they’ve tried it?

Why is brand identity so important?
I’ll tell you that I read blogs, watch videos, and look at company and people’s websites and identity’s everyday. Some I remember, and others I don’t. When I see an engaging photo, interesting, original site design or product, important and clear messaging, or a very unique logo, I do remember it. For example: BMW has the tag line “The Ultimate Driving Machine” and I really think the tag line says it all. It makes you want to drive one of their cars. How about Tide’s website showing it’s customers how it’s helping Haiti and we shouldn’t forget them. How about Real Time with Bill Maher. Clear messaging, he’s going to say whatever he wants and try to stop him, now that’s “Real Time!”

It’s not just about designing some company’s logo. It’s finding the best way to express in design and in words and of course in efforts, what that company is selling and that is TRUST. Gaining the trust of customers, so they continue to buy what you’re selling.

There are so many new small businesses and start-ups and their cash flow may be low, but that doesn’t mean they shouldn’t take their brand identity seriously from the start.

I just watched a video of Michael Stelzner, who has the informative and always current site, Social Media Examiner interviewing Mari Smith, author of Facebook Marketing: An Hour a Day, and she talks about the “Brand of YOU.” In this video Mari talks about how you can build your brand equity on Facebook, and Twitter and why your name (social media persona) is more important than a catchy phrase.

I’d love to hear what brands or tag lines you love and why. Leave a comment below!

Facebook Vanity Username Company Page

January 16th, 2011 | Posted in Blog, marketing | 2 Comments
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Today someone asked me “What’s a vanity url?” regarding Facebook. So I thought I should post about this to help everyone confused about what this is.

You have your one and only personal profile where you friend others and they friend you. (and make sure there’s only one personal profile and not two or Facebook won’t be kind!)

You can also create pages about anything you’d like to, whether it’s a cause you feel strongly about or your company page. Once you create your page, Facebook automatically gives you an address, but that address is within “pages” and has lots of numbers at the end of it. (like this: http://www.facebook.com/pages/Webbanovella/143030019049880?v=app_4949752878&ref=ts).

Now you fill your new page with posts, information, links, galleries and perhaps a Welcome application page and start inviting people to “like” your page. Once you have 25 or more likes, go to this link and claim your short and sweet url name.

http://www.facebook.com/username/

Then your page address looks more like:

http://www.facebook.com/brandingyoubetter

or

http://www.facebook.com/susannewmandesigninc

New query! A friend just asked, but what if I reserved the name long ago, before I had a page or the “likes?” and now when I try to get the name, I cannot! Well it seems that Facebook itself can put names on hold and you can save them for later. If this is your issue and have been going in circles, here’s a link on Facebook I found.

http://www.facebook.com/legal/copyright.php?noncopyright_notice=1

Hope this is helpful. If anyone has Facebook troubles, just let me know and I’ll try to help.

Established Well-Known Brands That Are Known By Their Icon Alone

January 8th, 2011 | Posted in Blog, marketing | No Comments
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This past week it was announced that Starbucks was dropping the typographic part of their logo. Their brand identity has changed four times over the years and what’s fascinating about this change is the fact that they were limited by the types of products they could produce simply due to their logo. It said, “Starbucks Coffee” around the graphic siren image. Now that they have dropped the words and will use only the image they can expand beyond coffee products as they move into more grocery stores.

Starbucks has changed it's brand identity 4 times.

How many companies out there are known simply by their icons without the name being shown. How well-established must a brand be, to feel secure enough to drop the name and only use their iconic image?

So many well known brands use their name in their logo and so this couldn’t happen for them, such as FedEx, UPS, Verizon, Staples, Coca-Cola, Campbell’s, Levi’s, The Gap, etc… But here are a few icons that don’t use or need their name attached because we don’t need to see it. We know who they are!

In a search on Google of iconic brands, I was very selective deciding which examples to show, absolutely sure that everyone knows just what company they represent and there is no caption needed. Can you think of other brands who are so well-known, we don’t need to see their name to know them?

Building Facebook Welcome Pages With Your Brand Identity

January 8th, 2011 | Posted in Portfolio, web | No Comments
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After creating the branding identity for these two companies, we continue to establish the brand across social media. Here you see the Welcome pages built in html and javascript for Brilliant and Bankable by Lisa Steadman and Julie Steelman and Webbanovella by Catie Tupper.