Go Logo! A Handbook to the Art of Global Branding

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13

Chapter 2

The Two Mega-Categories

of Global Branding

Naomi Klein’s No Logo: Taking Aim at the

Brand Bullies, Eric Schlosser’s Fast Food

Nation, and Robert H. Frank’s Luxury Fever

are but three of a slew of anti-branding

books published over the past few years.

Their collective argument, perhaps most

dramatically characterized by Klein, is that

global corporations are “cocooning” us in

M

ost of the great global brands, of both the societal and commercial per-

suasion varieties, succeed because they are so emotional and personal.

Branding is essentially about appealing to our need for personal identity.

Who am I? Where do I fit in? How do I best target my hopes and manage

my fears? The choices we make to address these psychological needs, from

a menu of branded societal and commercial belief systems, constitute the core of our lives

and motivate the actions we take.

Definitions:

GLOB AL SOCIETAL PERSUASION B RANDS:

Powerful belief systems, usually represented by highly recognizable names, icons,

symbols, or stories, intended to invoke strong emotional responses and motivate

commitment and action by others.

GLOB AL COMMERCIAL PERSUASION BRANDS:

Widely recognized identity systems represented by stories, intended to evoke

emotional responses strong enough to consistently motivate the sale of commercial

goods and services.

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Go Logo! A Handbook to the Art of Global Branding14

Citibank is a universally recognized bank with ATMs all

over the world. (Design: Paula Scher, Pentagram; Photo:

James Shanks)

Farm Boy’s striking identity demonstrates the level of

graphic sophistication required to successfully compete

with well-known international retail brands. (Design:

Greenmelon)

a “brandscape” and offering us a “Barbie

world for adults.” Books like this have had

some positive impact. Most corporations to-

day are much more sensitive to their societal

responsibilities and attempt to balance their

good talk with good actions.

No Logo disciples claim that brands are the

pathways of manipulation between compa-

nies and consumers. But the truth is, people

like and need brands. Brands, for both com-

mercial and societal persuasion purposes,

simplify choices, promise authenticity, and

provide pleasure, interest, and a sense of

identity. Today, it is the consumer who de-

cides a company’s fortune.

A Paradigm Shift

Is the negative questioning about the im-

portance of branding actually topical in this

world of increasing global convergence? Isn’t

our addiction to branded goods and services

a natural and generally positive factor in

our lives? What does Klein say about global

commercial persuasion brands that include

a societal “call-to-action” in the positioning

of their businesses and their corporate brand

identities? British Petroleum merged with

Amoco in 1998 and simply became BP. After

a series of other Amoco petroleum acquisi-

tions, the BP logo was redesigned, and the

tagline for all BP products became Beyond

Petroleum. General Electric, one of the

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15The Two Mega-Categories of Global Branding

ABOVE: Xerox recently introduced a dynamic new

logo and a full global identity program to signify the

company’s diversification into new business areas.

(Design: Interbrand)

RIGHT: The design of the Ambi Pur packaging

creates an aura of freshness within the bottle.

(Design: DesignBridge)

Starbucks pioneered a new experiential coffee shop concept,

developed a unique business concept, and created a distinctive

brand identity for its global retail system. But it’s much more

than coffee and lattes: Starbucks has successfully created a coffee

shop with a social environment experience that brings customers

back time and time again. And the company’s commitment to

societal issues, such as its support for fair trade coffee, adds

considerably to the brand’s high regard in the minds of its

customers. (Design: Starbucks)

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