Comments on: Unifying the Brand – Why it Matters http://philcooke.com/unify_the_brand/ Change Revolution Tue, 22 May 2012 20:38:00 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Jeff Reid http://philcooke.com/unify_the_brand/#comment-2613 Jeff Reid Wed, 30 Nov -0001 00:00:00 +0000 http://philcooke.vintom.com/unify_the_brand#comment-2613 Hey Phil, Can you give us your Fav-5: organizations or ministries that are most sucessfully doing this?  Hey Phil, Can you give us your Fav-5: organizations or ministries that are most sucessfully doing this? 

]]> By: Craig Forrest http://philcooke.com/unify_the_brand/#comment-2614 Craig Forrest Wed, 30 Nov -0001 00:00:00 +0000 http://philcooke.vintom.com/unify_the_brand#comment-2614 <p>Driving up a long stretch of the 5 fwy in Central California recently I could see from half a mile away a HUGE billboard advertising what gas & food services were coming up at the next offramp. The biggest sign showed the logo of a famous fast food company here on the West Coast called In N Out Burger. They have a yellow right turn arrow logo that has become iconic around here. That logo represents great burgers, shakes, fries. That's all they do, and they do it exceptionally well. That icon symbolizes brand value/equity. I've NEVER had a bad burger at their franchises. Like Pavlov's dog, their icon got me salivating for an In N Out burger.</p><p>Three days later I'm home watching a Dodgers game on tv. In comes a new pitcher. Up comes that logo from In N Out on the bottom of the screen. They had paid for a graphic placement of their logo on Fox Sports depicting "who's IN, who's OUT?" in the lineup for the game. Smart. Theirs was a unifying factor of identity from TV to road signs to packaging of the product. Consistency. No mixed messages. The success of the brand is that even as I write this, I'm thinking about going and getting an In N Out burger for lunch.</p><p>Why can't christian ministries do this? Oh yeah, right, they hired their brother-in-law instead of a professional to handle their marketing and media. The promoted him to VP.</p> Driving up a long stretch of the 5 fwy in Central California recently I could see from half a mile away a HUGE billboard advertising what gas & food services were coming up at the next offramp. The biggest sign showed the logo of a famous fast food company here on the West Coast called In N Out Burger. They have a yellow right turn arrow logo that has become iconic around here. That logo represents great burgers, shakes, fries. That's all they do, and they do it exceptionally well. That icon symbolizes brand value/equity. I've NEVER had a bad burger at their franchises. Like Pavlov's dog, their icon got me salivating for an In N Out burger.

Three days later I'm home watching a Dodgers game on tv. In comes a new pitcher. Up comes that logo from In N Out on the bottom of the screen. They had paid for a graphic placement of their logo on Fox Sports depicting "who's IN, who's OUT?" in the lineup for the game. Smart. Theirs was a unifying factor of identity from TV to road signs to packaging of the product. Consistency. No mixed messages. The success of the brand is that even as I write this, I'm thinking about going and getting an In N Out burger for lunch.

Why can't christian ministries do this? Oh yeah, right, they hired their brother-in-law instead of a professional to handle their marketing and media. The promoted him to VP.

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