Our VuWall assignment will be rounded off at the end of this month. We are feeling happy to have contributed to building out a great AV brand worldwide! We will keep on following the AV industry to see this beautiful gem grow further in the years to come. It is nice to know we made VuWall happy !
Marketing is no longer about telling the world how great your products and services are.
Marketing is not what you think it is.
It is more counter-intuitive than you think.
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” said the legendarey Harvard marketing professor Theodore Levitt. And actually, we do not even want that hole either !
What we really want is: to hang shelves or frames, and make our home the nicest place on earth. The hole is just a little step in between the product and the experience.
The less people are experienced in marketing, the more they want to have a say in marketing. Because they believe their “intuition” rocks? Well, their intuition doesn’t rock. A lot of principles in marketing are counter-intuitive to non-marketeers. Let’s look at just one.
The BIG LOGO struggle
We still see clients asking for a bigger logo. And our answer is clear: “no, we will not make the logo bigger”. We can make the logo smaller. As small as we possibly can (in line with the purpose of the action of course). Why? Because a logo that is too big, carries nothing else than negativity.
- A big logo is the equivalent of shouting. When you are knowledgeable, you do not need to shout.
- A big logo is a sign of insecurity. When you are confident, you don’t feel the need to make things look bigger.
- A big logo is very distracting. It is too much in your face. Smart companies focus on the message and the value they create.
- A big logo is old school company-centric. Successful companies put the customer first. They think customer-centric. Making the logo bigger than the message shows that you feel more important than your customer. Don’t.
- A big logo conveys a misplaced sense of pride. It naively says “look, I am bigger than my competitors”. Great companies are confident and don’t need to feel bigger than others.
- A big logo can harm your brand. Think of the French saying “le nom d’un fou se trouve partout”.
So please, respect your brand, keep it simple and … stop asking for big logo’s.