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In the ever-evolving landscape of business and marketing, one element stands out as a fundamental pillar of success—brand identity. Beyond just a logo or a catchy tagline, brand identity encapsulates the essence of a company, shaping its perception in the eyes of consumers. This blog explores the multifaceted importance of brand identity and how it serves as a powerful tool for businesses aiming to thrive in a competitive marketplace. Defining Brand Identity Brand identity is more than just a visual representation; it encompasses the overall impression a company conveys to the public. This includes visual elements like logos, color schemes, and typography, as well as non-visual elements such as the company's values, mission, and voice. A strong brand identity is cohesive and consistent across all touchpoints, fostering a sense of familiarity and trust among consumers. Building Trust and Credibility In a world inundated with choices, consumers are more likely to gravitate towards brands they recognize and trust. A well-defined brand identity helps establish credibility by conveying a sense of professionalism and reliability. When a company consistently delivers on its promises and aligns its actions with its brand values, it builds a reputation that resonates with customers, fostering long-term loyalty. Creating Differentiation in a Crowded Market In competitive industries, differentiation is key. A strong brand identity helps a company stand out from the crowd by communicating its unique selling points and values. Whether through a memorable logo, a distinct color palette, or a compelling brand story, a well-crafted brand identity gives consumers a reason to choose one brand over another. Facilitating Recognition and Recall The human brain is wired to respond to visuals, and a strong brand identity capitalizes on this by creating memorable and recognizable symbols. Consistent use of visual elements across marketing materials, products, and digital platforms enhances brand recall. Think about iconic brands like Apple or Coca-Cola— their logos alone evoke immediate recognition and recall. Fostering Customer Connection A brand identity that resonates emotionally with its target audience goes beyond mere transactions; it fosters a genuine connection. Consumers are more likely to engage with brands that align with their values and beliefs. By conveying a clear and authentic brand story, companies can establish an emotional connection that goes beyond product features and price points. Supporting Marketing and Communication Efforts Brand identity serves as the foundation for effective marketing and communication strategies. A cohesive and well-defined identity ensures that all marketing materials, from advertisements to social media posts, consistently reflect the brand's personality and message. This not only reinforces the brand in the minds of consumers but also streamlines marketing efforts for greater impact.
A recent study by Price Waterhouse Cooper (PwC) estimates that by 2030, artificial intelligence (AI) will generate more than USD 15 trillion for the global economy and boost local economies by as much as 26%. (1) But what about AI’s potential specifically in the field of marketing? From customized content creation to task automation and data analysis, AI has seemingly endless applications when it comes to marketing, but also some potential risks. Here are some key definitions, benefits, use cases and finally a step-by-step guide for integrating AI into your next marketing campaign. What is AI marketing? AI marketing is the process of using AI capabilities like data collection, data-driven analysis, natural language processing (NLP) and machine learning (ML) to deliver customer insights and automate critical marketing decisions. Today, AI technologies are being used more widely than ever to generate content, improve customer experiences and deliver more accurate results. Before choosing an AI tool, organizations should fully explore the different types of AI marketing applications available and look at how they’re being used by other businesses. AI in marketing use cases Examples of AI in marketing abound as more and more organizations look to it to help them improve everything from their social media posts to their email marketing and content marketing efforts. Here are some examples of ways enterprises are increasing their use of AI to help them achieve marketing goals. Content generation: The recent launch of OpenAI’s generative AI platform ChatGPT in November of 2022 has prompted a flood of new use cases for AI. AI used for content generation can save marketing teams time and money by creating blogs, marketing messages, copywriting materials, emails, subject lines, subtitles for videos, website copy and many other kinds of content aimed at a target audience. Audience segmentation: AI helps businesses intelligently and efficiently divide up their customers by various traits, interests and behaviors, leading to enhanced targeting and more effective marketing campaigns that result in stronger customer engagement and improved ROI. Customer service chatbots: Increasingly, marketers are exploring the possibilities of enabling AI chatbots to enhance certain aspects of customer service. Once trained, these bots can interact with customers no matter where they are on their customer journey, help resolve tickets quickly and effectively and increase customer satisfaction. Programmatic advertising: Programmatic advertising is the automation of the purchasing and placement of ads on websites and applications. AI has significantly enhanced organizations’ abilities to conduct programmatic advertising using customer history, preferences and context to deliver more relevant ads with higher conversion rates. Search engine optimization (SEO): Deploying an AI solution to enhance search engine optimization (SEO) helps marketers increase page rankings and develop more sound strategies. AI can help marketers create and optimize content to meet the new standards. E-commerce: AI is helping businesses improve their e-commerce programs and digital marketing capabilities by giving them a more nuanced understanding of their customer’s needs and buying habits, automating tasks and simplifying workflows.
In today's hyper-connected world, digital marketing has become a cornerstone of success for businesses of all sizes. With the ability to reach a global audience at the click of a button, businesses are presented with unparalleled opportunities to expand their brand presence, engage customers, and drive revenue. In this blog post, we will delve into the world of digital marketing, exploring key strategies that can lead your business to triumph in the digital realm. 1. Content is King: Crafting Compelling Content At the heart of any successful digital marketing campaign lies high-quality content. Whether it's blog posts, videos, infographics, or social media updates, content is what captures your audience's attention and keeps them engaged. Valuable, relevant, and informative content not only establishes your authority in your industry but also fosters a sense of trust with your audience. Focus on creating content that addresses your audience's pain points, answers their questions, and provides solutions. 2. SEO: Navigating the Search Landscape Search Engine Optimization (SEO) is a critical component of digital marketing. It's the process of optimizing your website's content and structure to rank higher in search engine results. When your potential customers search for relevant keywords, you want your website to be among the top results. This drives organic traffic, which is not only cost-effective but also highly targeted. Keep up with the latest SEO trends, conduct keyword research, and optimize your website for both on-page and off-page factors. 3. Social Media Mastery: Building Relationships and Brand Identity Social media platforms have revolutionized the way businesses connect with their audience. From Facebook and Instagram to Twitter and LinkedIn, these platforms offer direct channels to engage and interact with potential customers. Craft a solid social media strategy that aligns with your brand's identity. Share a mix of promotional content, educational posts, and behind-the-scenes glimpses to humanize your brand and foster a loyal online community. 4. Pay-Per-Click (PPC) Advertising: Precision Targeting PPC advertising, such as Google Ads and Facebook Ads, allows you to put your products or services in front of potential customers who are actively searching for or interested in what you offer. The beauty of PPC lies in its precision targeting capabilities. With the right keywords and audience parameters, you can ensure your ad dollars are spent on the most relevant prospects, maximizing your return on investment. 5. Email Marketing: The Power of Personalization Contrary to the belief that email marketing is outdated, it remains a potent tool for nurturing leads and maintaining customer relationships. Personalization is key here. Tailor your emails based on customer preferences, behavior, and past interactions. Whether it's a welcome series for new subscribers or personalized product recommendations, email marketing can drive conversions and keep your brand top-of-mind. 6. Analytics and Data Insights: Informed Decision-Making Digital marketing provides a wealth of data that can be harnessed to fine-tune your strategies. Platforms like Google Analytics offer valuable insights into website traffic, user behavior, and conversion rates. Regularly analyze these metrics to identify what's working and what needs adjustment. Data-driven decisions are the cornerstone of successful digital marketing campaigns. In conclusion, digital marketing is a dynamic and ever-evolving landscape that holds tremendous potential for businesses to thrive. By focusing on crafting compelling content, optimizing for search engines, leveraging social media, utilizing PPC advertising, harnessing the power of email marketing, and making informed decisions through data analytics, businesses can position themselves for success in the digital realm. Embrace these strategies, adapt to changes, and watch as your digital marketing efforts propel your business to new heights.
When asked whether social media is a good or bad thing for democracy in their country, a median of 57% across 19 countries say that it is a good thing. In almost every country, close to half or more say this, with the sentiment most common in Singapore, where roughly three-quarters believe social media is a good thing for democracy in their country. However, in the Netherlands and France, about four-in-ten agree. And in the U.S., only around a third think social media is positive for democracy – the smallest share among all 19 countries surveyed. In eight countries, those who believe that the political system in their country allows them to have an influence on politics are also more likely to say that social media is a good thing for democracy. This gap is most evident in Belgium, where 62% of those who feel their political system allows them to have a say in politics also say that social media is a good thing for democracy in their country, compared with 44% among those who say that their political system does not allow them much influence on politics. Those who view the spread of false information online as a major threat to their country are less likely to say that social media is a good thing for democracy, compared with those who view the spread of misinformation online as either a minor threat or not a threat at all. This is most clearly observed in the Netherlands, where only four-in-ten (39%) among those who see the spread of false information online as a major threat say that social media has been a good thing for democracy in their country, as opposed to the nearly six-in-ten (57%) among those who do not consider the spread of misinformation online to be a threat who say the same. This pattern is evident in eight other countries as well. Views also vary by age. Older adults in 12 countries are less likely to say that social media is a good thing for democracy in their country when compared to their younger counterparts. In Japan, France, Israel, Hungary, the UK and Australia, the gap between the youngest and oldest age groups is at least 20 percentage points and ranges as high as 41 points in Poland, where nearly nine-in-ten (87%) younger adults say that social media has been a good thing for democracy in the country and only 46% of adults over 50 say the same. The perceived impacts of the internet and social media on society The publics surveyed believe the internet and social media are affecting societies. Across the six issues tested, few tend to say they see no changes due to increased connectivity – instead seeing things changing both positively and negatively – and often both at the same time. A median of 84% say technological connectivity has made people easier to manipulate with false information and rumors – the most among the six issues tested. Despite this, medians of 73% describe people being more informed about both current events in other countries and about events in their own country. Indeed, in most countries, those who think social media has made it easier to manipulate people with misinformation and rumors are also more likely to think that social media has made people more informed. When it comes to politics, the internet and social media are generally seen as disruptive, with a median of 65% saying that people are now more divided in their political opinions. Some of this may be due to the sense – shared by a median of 44% across the 19 countries – that access to the internet and social media has led people to be less civil in the way they talk about politics. Despite this, slightly more people (a median of 45%) still say connectivity has made people more accepting of people from different ethnic groups, religions and races than say it has made people less accepting (22%) or had no effect (29%). There is widespread concern over misinformation – and a sense that people are more susceptible to manipulation Previously reported results indicate that a median of 70% across the 19 countries surveyed believe that the spread of false information online is a major threat to their country. In places like Canada, Germany and Malaysia, more people name this as a threat than say the same of any of the other issues asked about. This sense of threat is related to the widespread belief that people today are now easier to manipulate with false information and rumors thanks to the internet and social media. Around half or more in every country surveyed shares this view. And in places like the Netherlands, Australia and the UK, around nine-in-ten see people as more manipulable. In many places, younger people – who tend to be more likely to use social media (for more on usage, see Chapter 3) – are also more likely to say it makes people easier to manipulate with false information and rumors. For example, in South Korea, 90% of those under age 30 say social media makes people easier to manipulate, compared with 65% of those 50 and older. (Interestingly, U.S.-focused research has found older adults are more likely to share misinformation than younger ones.) People with more education are also often more likely than those with less education to say that social media has led to people being easier to manipulate. In 2018, when Pew Research Center asked a similar question about whether access to mobile phones, the internet and social media has made people easier to manipulate with false information and rumors, the results were largely similar. Across the 11 emerging economies surveyed as part of that project, at least half in every country thought this was the case and in many places, around three-quarters or more saw this as an issue. Large shares in many places were also specifically concerned that people in their country might be manipulated by domestic politicians. For more on how the two surveys compare, see “In advanced and emerging economies, similar views on how social media affects democracy and society.” Spotlight on the U.S.: Attitudes and experiences with misinformation Misinformation has long been seen as a source of concern for Americans. In 2016, for example, in the wake of the U.S. presidential election, 64% of U.S. adults thought completely made-up news had caused a great deal of confusion about the basic facts of current events. At the time, around a third felt that they often encountered political news online that was completely made up and another half said they often encountered news that was not fully accurate. Moreover, about a quarter (23%) said they had shared such stories – whether knowingly or not. When asked in 2019 who was the cause of made-up news, Americans largely singled out two groups of people: political leaders (57%) and activists (53%). Fewer placed blame on journalists (36%), foreign actors (35%) or the public (26%). A large majority of Americans that year (82%) also described themselves as either “very” or “somewhat” concerned about the potential impact of made-up news on the 2020 presidential election. People who followed political and election news more closely and those with higher levels of political knowledge also tended to be more concerned. Among adult American Twitter users in 2021, in particular, there was widespread concern about misinformation: 53% said inaccurate or misleading information is a major problem on the platform and 33% reported seeing a lot of that type of content when using the site. As of 2021, around half (48%) of Americans thought the government should take steps to restrict false information, even if it meant losing freedom to access and publish content – a share that had increased somewhat substantially since 2018, when 39% felt the same. Most say people are more informed about current events – foreign and domestic – thanks to social media and the internet A majority in every country surveyed thinks that access to the internet and social media has made people in their country more informed about domestic current events. In Sweden, Japan, Greece and the Netherlands, around eight-in-ten or more share this view, while in Malaysia, a smaller majority (56%) says the same. Younger adults tend to see social media making people more informed than older adults do. Older adults, for their part, don’t necessarily see the internet and social media making people less informed about what’s happening in their country; rather, they’re somewhat more likely to describe these platforms as having little effect on people’s information levels. In the case of the U.S., for example, 71% of adults under 30 say social media has made people more informed about current events in the U.S., compared with 60% of those ages 50 and older. But those ages 50 and older are about twice as likely to say social media has not had much impact on how informed people are compared with those under 30: 19% vs. 11%, respectively. In seven of the surveyed countries, people with higher levels of education are more likely than those with lower levels to see social media informing the public on current events in their own country. Majorities in every country also agree that the internet and social media are making people more informed about current events happening in other countries. The two questions are extremely highly correlated (r = 0.94), meaning that in most places where people say social media is making people more informed about domestic events, they also say the same of international events. (See the topline for detailed results for both questions, by country.) In the 2018 survey of emerging economies, results of a slightly different question also found that a majority in every country – and around seven-in-ten or more in most places – said people were more informed thanks to social media, the internet and smartphones, rather than less. In some countries, those who think social media has made it easier to manipulate people with misinformation and rumors are also more likely to think that social media has made people more informed. This finding, too, was similar in the 2018 11-country study of emerging economies: Generally speaking, individuals who are most attuned to the potential benefits technology can bring to the political domain are also the ones most anxious about the possible harms. Spotlight on the U.S.: Social media use and news consumption In the U.S., around half of adults say they either get news often (17%) or sometimes (33%) from social media. When it comes to where Americans regularly get news on social media, Facebook outpaces all other social media sites. Roughly a third of U.S. adults (31%) say they regularly get news from Facebook. While Twitter is only used by about three-in-ten U.S. adults (27%), about half of its users (53%) turn to the site to regularly get news there. And a quarter of U.S. adults regularly get news from YouTube, while smaller shares get news from Instagram (13%), TikTok (10%) or Reddit (8%). Notably, TikTok has seen rapid growth as a source of news among younger Americans in recent years. On several social media sites asked about, adults under 30 make up the largest share of those who regularly get news on the site. For example, half or more of regular news consumers on Snapchat (67%), TikTok (52%) or Reddit (50%) are ages 18 to 29. While this survey finds that 64% of Americans think the public has become more informed thanks to social media, results of Center analyses do show that Americans who mainly got election and political information on social media during the 2020 election were less knowledgeable and less engaged than those who primarily got their news through other methods (like cable TV, print, etc.). Majorities or pluralities tend to see social media leading to more political divisions Around half or more in almost every country surveyed think social media has made people more divided in their political opinions. The U.S., South Korea and the Netherlands are particularly likely to hold this view. As a separate analysis shows, the former two also stand out for being the countries where people are most likely to report conflicts between people who support different political parties. While perceived political division in the Netherlands is somewhat lower, it, too, stands apart: Between 2021 and 2022, the share who said there were conflicts increased by 23 percentage points – among the highest year-on-year shifts evident in the survey. More broadly, across each of the countries surveyed, people who see social division between people who support different political parties, are, in general, more likely to see social media leading people to be more divided in their political opinions. In a number of countries, younger people are somewhat more likely to see social media enlarging political differences than older people. More educated people, too, often see social media exacerbating political divisions more than those with less education. Similarly, in the survey of 11 emerging economies conducted in 2018, results of a slightly different question indicated that around four-in-ten or more in every country – and a majority in most places – thought social media had made people more divided. Publics diverge over whether social media has made people more accepting of differences There is less consensus over what role social media has played when it comes to tolerance: A 19-country median of 45% say it has made people more accepting of people from different ethnic backgrounds, religions and races, while a median of 22% say it has made them less so, and 29% say that it has not had much impact either way. South Korea, Singapore, Italy and Japan are the most likely to see social media making people more tolerant. On the flip side, the Netherlands and Hungary stand out as the two countries where a plurality says the internet and social media have made people less accepting of people with racial or religious differences. Most other societies are somewhat divided, as in the case of the U.S., where around a third of the public falls into each of the three groups. Younger people are more likely than older ones in most countries to say that social media has increased tolerance. This is the case, for example, in Canada, where 54% of adults under 30 say social media has contributed to people being more accepting of people from different ethnic groups, religions and races, compared with a third of those ages 50 and older. In some places – and in Canada – older people are more likely to see social media leading to less tolerance, though in other places, older people are simply less likely to see much impact from the technology.
10. The Starbucks logo The Starbuck's logo has to be the most iconic logos for a coffee chain (Image credit: Starbucks) You don't have to love Starbucks to know that its iconic logo design is hugely effective. The mermaid design is unique and its bold lines, flow-through and use of a single, distinctive colour have made it an instantly recognisable symbol – and an alluring siren song for caffeine lovers in some 84 countries around the world. Launched in 1971, the company was named after Starbuck, the first mate in Herman Melville's novel Moby Dick. The original logo designer Terry Heckler dug into that seafaring influence and drew on a 16th-century Norse woodcut of a two-tailed mermaid for inspiration. The figure has been re-crafted several times since, but these tweaks have largely involved honing and streamlining the design. The design isn't perfectly symmetrical, and that's on purpose (read our story about Starbucks' logo secret for more on that). 09. The I Love New York logo Milton Glaser designed the I Love New York logo in the back of a taxi In 1977 The I Love New York logo was designed by Milton Glaser in 1977, and it's since become ubiquitous on T-shirts, bumper stickers, posters, mugs and other products around the world. It consists of the capital letter I, followed by a red heart symbol, stacked above the capital letters N and Y, set in the rounded slab serif typeface American Typewriter. This logo's power comes from its sheer simplicity, a characteristic that beautifully emulates the direct, to-the-point approach commonly associated with the New York populace. Glaser's initial sketch was dashed off in a taxi, which couldn't be more New York. And while he never made a dime for the design, that didn't matter, because it was his gift to a city he loved. Several years before he died in 2020, Milton Glaser told us an in an interview: "New York is not the most beautiful of cities. It changes all the time. It's not a city that imposes its vision on people who come in; they impose their vision here. "Everything is open, everything is up for grabs, everything is to be questioned," he added. "That aspect of not accepting anything as being ultimate or the final truth seems to me a source of great vitality, energy and options for people. Anything can happen here." The logo is popular among New Yorkers themselves, which is part of the reason that an updated 'we love NYC' logo created for a 2023 campaign generated so much criticism. 08. The London Underground logo This 1919 logo design remains the basis for the contemporary London Underground logo The London Underground logo couldn't be simpler. White type stands out against a blue bar, all run across a thick-stroked red circle, Simple but instantly recognisable. Branding buses, stations and subways in England's capital, it has become a symbol of the city that created it. Designed by Edward Johnston in 1919, the design is so distinctive that efforts to change it usually involve tiny tweaks which only the most astute pair of creative eyes would notice, such as the subtle 2016 redesign of the logo's typeface. In his book, A Logo for London, David Lawrence traces the history of London's most enduring sign, attempting to pin down the logo's enduring appeal. "The logo is sufficiently abstract and yet so widely reproduced that it represents many things for many people – city, transportation, culture, place, a unified system, cool design. It's this that makes it a flexible, enduring brand," he says. It's never been out of fashion, he adds, "because at worst it tirelessly sits in the background telling us where to catch a bus or train." 07. The Red Cross logo The red cross emblem needs to be easy to recognise and reproduce The Red Cross emblem, a cross with arms of equal length on a white background, is one of the most recognised symbols in the world. Its design couldn't be more economical, allowing it to deliver its meaning – of neutrality and protection – in the most effective of ways. It was introduced in 1876, along with the red crescent (first used by soldiers from the Ottoman Empire in 1876, because the cross reminded them of the crusaders of the Middle Ages). Ever since, these symbols have been recognised the world over. Since 2005, a third emblem has been added, the Red Crystal. All three emblems have the same meaning and status. While the cross should always have arms of equal length and be shown on a white background, there is no exact specification of red. That makes it easier for people to display it when the materials to create the perfect design might not be available. 06. The Apple logo Rob Janoff, Regis McKenna, 1977 Apple's initial logo was a fussy drawing of Isaac Newton. Steve Jobs knew it would never work and commissioned a new mark the following year, which was designed by Rob Janoff. Since then, the apple's shape has remained the same, aside from some geometric tweaks for the 1998 refresh and the move from coloured stripes to a solid silhouette. The logo has remained an important element in Apple's global success story since its inception. Try watching a TV show or movie where anyone uses a phone or laptop and you'll see what we mean. So it's perhaps surprising that the logo's original design was a little slipshod. "I didn't have much of a brief, when I think about it," Janoff told us back in 2019. "It was a few words from Steve Jobs, which were, 'Don't make it cute.' I think he was referring mostly to the typography." So what was the concept he went for? "When you take a bite out of an apple, it stays sort of bite-shaped, it doesn't collapse as a peach would," he explained. "It was to make it look more like an apple, and to give it scale – because people's mouths are a certain size and an apple is a certain size, and the bite would be a size relater. "I've never done this before or ever again, but I was just so sure about this design that there was just one version," he adds. "However we did have a back pocket one, which was the apple without the bite in it, in case they thought it was a bit too cute. That never got shown." For more details, read our Apple logo facts and our piece on the history of the Apple logo history. 05. The Nike logo Carolyn Davidson designed this logo in 1971 for a fee of just $35 The Nike emblem is proof that the simplest ideas are often the best. The checkmark or swoosh was designed by Portland student Carolyn Davidson in 1971, for which she was paid the not-princely sum of $35. According to Nike's website, upon first seeing Davidson's design, founder Phillip Knight said: "I don't love it, but it will grow on me." His prediction proved correct and in 1983, he gave Davidson a gold swoosh ring embedded with a diamond and an envelope containing Nike stock. The logo conveys positivity, but that wasn't the initial concept: it's actually the outline of the wing of the goddess Nike, who personified victory. Davidson later revealed that she wanted to convey motion, adding that Phillip Knight was impressed with the stripes of rivals Adidas, so there was an influence there, too. The logo was subsequently registered as a trademark and, aside from some tinkering with the Nike lettering, has remained unchanged since. 04. The Shell logo The Shell logo as designed by Raymond Loewy in 1971 Since first appearing in 1901, the Shell logo has moved from a realistic rendering of a pecten, or scallop shell, to today's bold, simplified shape. The red and yellow colours were added in 1915, first appearing at California service stations. Not only did these striking hues help the logo stand out, but they're also the colours of Spain, where many early Californian settlers were born. It was French-born designer Raymond Loewy who, in 1971, drew the design we know today, which has only received minor tweaks since. He simplified the logo to make it more recognisable and bold at a distance; essential when your logo is primarily placed on the side of a road, with traffic going past at speed. 03. The McDonald's logo The McDonald's golden arches logo (Image credit: McDonalds) Fast food giant McDonalds serves over 69 million customers daily in over 100 countries. And whatever language they speak, everyone can instantly recognise its famous 'golden arches' logo. The logo's inception began in 1952, when the McDonald brothers asked architect Stanley Meston to design their first franchised outlet, in Phoenix, Arizona. A signmaker George Dexter, was brought in to design two giant yellow arches that were added to both sides of the building. However, it wasn't until a decade years later, after Ray Kroc had taken over the business, that these arches were combined into an 'M' to form its new corporate logo. The present version was granted a US trademark in 1968, and continues to act as a beacon for hungry consumers everywhere. The logo has also come to symbolise globalisation in a broader sense, both by supporters and protestors against capitalism. It even inspired a tongue-in-cheek opinion column in the New York Times in 1996, called the Golden Arches Theory of Conflict Prevention. This stated that "No two countries that both have a McDonald's have ever fought a war against each other." Unfortunately, though, Russia's invasion of Ukraine has since put that theory out of commission. 02. The Coca-Cola logo The Coca-Cola logo is one of the most recognised brand designs internationally (Image credit: The Coca-Cola Company) Coca-Cola's handwritten logo is the oldest on our list, dating back to May 8, 1886, when it was created by owner John Pemberton's bookkeeper, Frank Mason Robinson. You can see its full, blow-by-blow evolution in our article on the Coca-Cola logo history. But the short version is that it's remained largely unchanged since, attracting only minor tweaks and a colour change (from black to red) along the way. That's quite staggering considering how many elegant, cursive wordmarks have failed to survive the 21st century's determination to turn every logo into a minimalist, sans-serif that seems to liken every modern brand to a tech company. And yet any CEO who significantly changed it would probably be committing commercial suicide. The distinctive script font and iconic red and white colour scheme aren't just globally recognisable, They're also elegant and approachable, conveying a sense of nostalgia and timelessness that has helped to establish Coca-Cola's brand identity over the years. Even the red colour red is important, as it signifies passion, excitement and energy; all emotions Coca-Cola aims to evoke in its consumers. 01. The FedEx logo This logo introduced a name change as well as a new look (Image credit: FedEx) So the FedEx logo is perhaps not as internationally recognised as some of the previous logo designs on our list, but its simple but clever use of white space has made it truly iconic. Created by Landor Associates in 1994, the FedEx logo makes uses negative space to embody what the company does – moving letters, boxes and freight from A to B. (In case you've never noticed, there's a hidden arrow nestling between the E and the X.) The design has won over 40 design awards, and even though it was unveiled in 1994 it's still one of those logos we never want to see changed. So how did such an iconic logo get created? Well, Lindon Leader, who was senior design director at Landor at the time, explains that research had revealed customers knew the brand but were generally unaware of Federal Express' global scope and full-service capabilities. "Customers had come to say 'FedEx a package' even when they were using other shippers," he recalls. "So the process of express shipping had become generic. We advised that the company needed to leverage its most valuable asset, and that is the FedEx brand." The process involved a change of name. "On an international scale, 'federal' had some negative connotations in certain parts of the world – Federalists in Latin America; Federal Republic of Germany," Leader adds. "That was among the reasons why moving to the name FedEx was going to be so much more communicative for them."
In the dynamic realm of digital design, Adobe stands as a pioneer, consistently pushing the boundaries of creativity. The integration of artificial intelligence (AI) into Adobe's renowned software, particularly Photoshop and Illustrator, marks a monumental leap into the future. As we explore the potential of Adobe AI in these powerhouse applications, the possibilities for creative professionals and enthusiasts alike become boundless. AI in Photoshop: A New Era of Image Editing Adobe Photoshop, a staple in the toolkit of photographers and graphic designers, is undergoing a transformative journey with the infusion of AI. 1. Intelligent Content-Aware Fill: Adobe's AI engine, known as Adobe Sensei, powers the Content-Aware Fill feature in Photoshop. This tool intelligently analyzes an image and seamlessly fills in missing or unwanted areas with content that matches the surrounding context. This feature not only saves time but also ensures a flawless result, making retouching and image manipulation more intuitive. 2. Smart Subject Selection: Photoshop's AI-driven selection tools have become more sophisticated. The Subject Select tool utilizes machine learning to identify and isolate subjects in a photo accurately. This feature streamlines the tedious process of manual selection, giving users more time to focus on creative enhancements. 3. AI-Powered Filters and Effects: Adobe AI enhances the application of filters and effects in Photoshop. Automated suggestions based on image analysis help users discover the most fitting filters for their photos. Additionally, AI can intelligently adapt filters to different images, providing a harmonious and consistent look across a series of photos. Illustrator: Elevating Vector Design with AI Illustrator, Adobe's vector graphics editor, benefits from AI advancements, offering designers a more intuitive and efficient design experience. 1. Smart Layout Suggestions: Illustrator's layout suggestions powered by Adobe Sensei assist designers in arranging elements on the canvas. Whether it's aligning objects, distributing them evenly, or suggesting a balanced composition, AI-driven layout recommendations enhance the precision and aesthetics of vector designs. 2. Font Pairing Recommendations: Adobe AI in Illustrator extends its capabilities to font pairing. Designers can now receive intelligent suggestions for complementary font combinations, ensuring typography harmonizes seamlessly with the overall design. This feature not only accelerates the design process but also promotes consistency in branding and visual identity. 3. Enhanced Pathfinding and Shape Recognition: Illustrator benefits from AI-driven pathfinding tools that intelligently analyze and suggest optimal paths for complex shapes. Shape recognition capabilities assist in converting hand-drawn sketches into precise vector shapes, reducing the manual effort required in the initial stages of design. The Collective Impact: Streamlining Workflows and Inspiring Creativity The integration of AI into Photoshop and Illustrator collectively brings about a revolution in the creative process, providing a host of benefits to users. 1. Time-Saving Automation: Both Photoshop and Illustrator leverage AI to automate repetitive tasks, allowing designers to expedite their workflows. Whether it's retouching images or refining vector designs, the time-saving benefits of AI-driven automation free up valuable creative time. 2. Cross-Application Collaboration: Adobe AI promotes seamless collaboration between Photoshop and Illustrator users. Shared AI-powered features, such as intelligent content fill and layout suggestions, ensure a consistent and unified design language across different projects and applications. Looking Ahead: A Future of Boundless Creativity As we gaze into the future, the potential for Adobe AI in Photoshop and Illustrator continues to expand. The convergence of AI with emerging technologies, such as augmented reality (AR) and virtual reality (VR), may unlock new dimensions of design and interactive experiences within these applications. In conclusion, the future of Adobe AI in Photoshop and Illustrator is poised to redefine digital design, offering a harmonious blend of human creativity and machine intelligence. The innovative features driven by Adobe Sensei not only streamline workflows but also inspire users to explore new realms of creative expression. As we navigate this evolving landscape, Adobe's commitment to integrating AI into its flagship applications ensures that designers will continue to be at the forefront of the digital design revolution.
With over three billion downloads, TikTok has well and truly earned its place as an effective marketing tool. Whilst B2C have made use of the app, many B2B businesses remain skeptical. Here are the things you need to know before trying TikTok. Why bother with TikTok? It’s no secret that TikTok is growing, and it’s growing fast. In 2021 it outplaced Facebook and Instagram, becoming the first non-gaming app to reach 60 million downloads in March. By the end of the year, TikTok became the first app not owned by Facebook to cross the three billion download mark. Both B2C and B2B brands ultimately have one common social media goal – creating entertaining, creative, and helpful content that makes their audience’s lives easier. After all, your B2B customers are real humans that expect great content. I’m not saying that every B2B brand needs TikTok as it won’t be a suitable match for many of them. But it is worth knowing why it will be a good marketing tool. Here are three reasons why B2B brands should try TikTok: 1. You can get creative with your content One secret to TikTok’s immense success is that it leverages the potential of going viral – a technique that YouTube and Vine once used. It rewards quality content rather than simply having a large fanbase and B2B brands can use this to their advantage by connecting with their audience through authentic, engaging, and quality content. So, if your content is engaging, experimental, and creative, it is more likely to go viral than other social media platforms. This encourages brands to expand their creative bandwidth and budget to trial and error. 2. Reaching a younger audience As Gen Z are becoming an employee/customer base, marketers need to try new, innovative techniques to reach that audience – enter TikTok. Almost 60% of users in the US are aged 10-29. What else can I say? One secret to TikTok’s immense success is that it leverages the potential of going viral – a technique that YouTube and Vine once used. It rewards quality content rather than simply having a large fanbase and B2B brands can use this to their advantage by connecting with their audience through authentic, engaging, and quality content. It doesn’t stop there. TikTok also allows for cross-platform promotion feature. Users can share popular videos on Instagram and Twitter, expanding the scope of your marketing message. 3. You can leverage UGC UGC (user-generated content) is an amazing tool for TikTok. It comes across as authentic and uniquely suits the interactive and responsive style of TikTok videos. You can leverage the existing content people made or consumed related to your product. How to use TikTok for B2B marketing? Let’s get into the nitty gritty: here are four ways that you can use TikTok. 1. The power of influencers TikTok is a platform that is built on one-on-one human interaction. You can leverage the power of influencers using influencer marketing techniques such as influencer seeding to connect with your audience and increase brand visibility. Incorporating influencers in your social media marketing strategy is a good option, especially if your TikTok following is small. The power of influencer marketing has a massive impact on businesses and can help you reach new potential customers when done right. 2. Post UGC and hop on the trends As I mentioned earlier, UGC is a great way to make your brand look less brand-like and more human. Start using this tactic to your advantage. Encourage users to create content that shows them using your brand or create challenges. Get on the trend train and base some of your content around the latest trends taking TikTok by storm. Trending content will increase your chances of getting more viewers and reaching audiences. 3. Adjust your brand voice Whilst you don’t have to change your company’s core, you can adjust your brand voice on different social media platforms. Tap into what your audience will be most receptive to depending on the social media platform – what works on Instagram may not work as well on TikTok. Take advantage of TikTok’s preference for quality content, and find creative ways to shake things up from a content point of view. 4. Use TikTok for product demo Showing rather than telling is always better. TikTok, once limited to 60-second videos, now allows users to make videos for up to three minutes. You can utilise this feature to educate your users about your product/service by creating short product demos on the platform. However, if you can nail the shorter video format, I recommend you go for it. Short, snapy videos dominate on TikTok; 30-60 second videos are the ideal length for most platforms and increase your possibility of going viral. B2B brands that are using TikTok the right way! Take a look at these brands that are making it big on TikTok by appealing to their target audience. 1. Shopify This huge e-commerce platform has a unique approach toward B2B TikTok marketing. Instead of sharing the use and features of their product, they are focusing more on empowering independent business owners (their target audience) by creating content around inspiring entrepreneurship stories. Since their content focuses on empowering future entrepreneurs, their audience can connect with them. 2. Adobe Adobe Creative Software has taken full advantage of this platform and rolled out short helpful how-tos and tutorials of their product. Along with this, they have taken advantage of UGC and showcased the capabilities and benefits of their software. The bottom line It isn’t a set rule that a B2B brand cannot be on TikTok. As long as the platform aligns with your brand’s goal, you are good to go! Remember to be authentic. A human appeal will attract more audiences. Start today and try various TikTok marketing strategies such as influencer marketing, UGC content, etc.
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For years, we’ve been investing deeply in AI as the single best way to improve Search and all of our products. We’re excited by the progress, for example with our Search Generative Experience, or SGE, which you can try in Search Labs. AI is also now central to two businesses that have grown rapidly in recent years: our Cloud and Workspace services and our popular subscription service Google One, which is just about to cross 100 million subscribers. A new state of the art In December, we took a significant step on our journey to make AI more helpful for everyone with the start of the Gemini era, setting a new state of the art across a wide range of text, image, audio, and video benchmarks. However, Gemini is evolving to be more than just the models. It supports an entire ecosystem — from the products that billions of people use every day, to the APIs and platforms helping developers and businesses innovate. The largest model Ultra 1.0 is the first to outperform human experts on MMLU (massive multitask language understanding), which uses a combination of 57 subjects — including math, physics, history, law, medicine and ethics — to test knowledge and problem-solving abilities. Today we’re taking our next step and bringing Ultra to our products and the world. Introducing Gemini Advanced Bard has been the best way for people to directly experience our most capable models. To reflect the advanced tech at its core, Bard will now simply be called Gemini. It’s available in 40 languages on the web, and is coming to a new Gemini app on Android and on the Google app on iOS. The version with Ultra will be called Gemini Advanced, a new experience far more capable at reasoning, following instructions, coding, and creative collaboration. For example, it can be a personal tutor, tailored to your learning style. Or it can be a creative partner, helping you plan a content strategy or build a business plan. You can read more in this post. You can start using Gemini Advanced by subscribing to the new Google One AI Premium plan, which offers the best of Google’s AI features in a single place. This premium plan builds off the popular Google One service offering expanded storage and exclusive product features. 1:14 Bringing Gemini’s capabilities to more products Gemini models are also coming to products that people and businesses use every day, including Workspace and Google Cloud: Workspace: Already, more than 1 million people are using features like Help me write to enhance their productivity and creativity through Duet AI. Duet AI will become Gemini for Workspace, and soon consumers with the Google One AI Premium plan can use Gemini in Gmail, Docs, Sheets, Slides and Meet. Google Cloud: For Cloud customers, Duet AI will also become Gemini in the coming weeks. Gemini will help companies boost productivity, developers code faster, and organizations to protect themselves from cyber attacks, along with countless other benefits. More to come Developers have been fundamental to every major technology shift and will play an equally important role in the Gemini ecosystem. Hundreds of thousands of developers and businesses have already been building with Gemini models. While today is about Gemini Advanced and its new capabilities.
