VTA

I recently received an Advanced Mobile Marketing Certification from University of San Francisco. It was an eight week online course, with video lessons accompanied with study booklets. I thought it was a great insight into the world of mobile, the process in developing campaigns, applications, messaging, proximately marketing, etc…

I’ll admit going in I had a BlackBerry with Sprint. Leaving the class, I had an iPhone with Verizon. Now this was somewhat coincidental, because I did sell my house and move while enrolled in the class, which lead to coverage issues. However, as I look back on this, it only illuminated the differences in carriers and smart phone devices. Here’s some facts for you to consider, according to the class data, BlackBerry currently has the most consumer smart phones in consumer’s hands, iPhone is selling more smart phones than any other device and the Android market is selling more devices than the other two combined. Wait, how can that be? The reasoning is this: BlackBerry has had a hold on the market for a while but is slipping dramatically in sales; the iPhone is only one device and is a hot, hot seller; the Google Android platform drives several devices across many companies and is therefor available in greater numbers.

The above represents only the smart phone market which only accounts for 25% of cellular phones sold today and a bit over 15% in total market. With these stats, how is it best to communicate, SMS (text) or MMS (text, image and video)? Do you wish to push messaging (sending consumers) or pull messaging (having consumers visit you)? And when developing campaigns, is it best to concentrate on application development, search or display messaging or mobile website development. And once you decide this, what’s the best technology to employ for optimum use?

Another choice seems to be proximity marketing and how to communicate to the consumer. Blue tooth is a great technology, as is QR codes and SMS text. But which is best and which requires a double opt in? And if you offer up coupons, will the user be able to redeem the offer at market. Is there special technology for this and mobile billings in general? Did I mention legal? What statutes and agencies govern mobile marketing?

The mobile marketing space is very young and growing at an alarming rate, set to surpass PC internet usage by 2014. The space is as personal to consumers as you can get, most having the device on them throughout the day. So when considering your mobile plan think about your audience, your goals and what devices will be employed. Once you narrow down who you are talking to and how best to reach them, the rest will fall into place. Like everything else, it comes down to good planning and common sense. All questions must be considered and you may need a mobile partner to get there. If you are interested in this conversation and would like to reach out, please contact me at brett.player@play.vta.com. Thanks and good luck on your mobile adventure!

- Brett Player

Creative Director

Play, a VTA Comapany

brett.player@play.vta.com

It’s true. By late 2011, Wachovia will be a name of the past, replaced with Wells Fargo. Those of us who have brand loyalty to Wachovia feel the pain. But it doesn’t have to be this way. Let’s look at the mergers of the past and how each resulted in a revised brand. One of promise and hope.

Let’s start with Wachovia merging with First Union in 2001. Interbrand, a NY branding agency, tackled this re-brand. It borrowed equity from each bank’s colors, and when initially shown to First Union executives, one said, “it reminds me of the ocean and mountains.” It feels friendly, approachable and progressive. The type is reflective of Wachovia’s serif, but leans towards First Union’s letter width. It’s a good union of both brands.

First Union & Wachovia Merger

In 1998, when Nations Bank purchased Bank of America, they decided on the smaller bank’s name. Good move. “Nations Bank” sounds at best like a federal bank and at worst like an imperial entity. So it seems natural that when Brand Union surveyed consumers, they concluded the Bank of America name was more approachable.

The current logo kept only the name equity from Bank of America (logo designed by the legendary Walter Landor, of Landor & Associates) and the colors from Nations Bank. Sure, the logotype is a sanserif but is different from the Nations Bank logotype.

Brand Union coined the logo the “flagscape,” saying, “the logo consists of woven elements suggesting movement and evoking an arrow pointing towards the future.” I see this and more, having the logo symbolize fields and crops that helped to build America’s wealth and community. Again, well done.

Nations Bank and Bank of America Merger

In the same year, Citicorp merged with Travelers Group, creating Citi. I was working in NY at Desgrippes Gobé, redesigning the brand of an international bank. So when the new Citibank logo rolled out, I took notice and relayed my approval to our creative director.

While the new company maintained Citicorp’s “Citi” brand in its name, it borrowed from the Travelers’ distinctive “red umbrella” as the arc in the new corporate logo. I noticed the simplicity of connecting individuals (the two “i”s) in commerce and also protecting your assets. Both are done through the metaphoric use of the red arc. Paula Scher of Pentegram created this logo.

Citicorp and Travelers Merger

Here’s Paula’s original napkin sketch.

Paula Scher's Citi Napkin Sketch

On our quick overview, it seems as though there was a process in exploring and maintaining equity from both brands. Wachovia borrowed the green and type width from First Union; Bank of America took the name of one, the colors and sanserif typeface from another; Citibank took the name from one and the umbrella symbol from the other.

It’s fair to say something new was created, and consumers felt that their interest was taken into consideration. Both brands “merged” to create a new brand, a new day. Hope. So how about it Wells Fargo? Where’s Wachovia in this merger?

Please let me know what you think. I know I’ll miss my corner bank.

- Brett Player, Creative Director of Play and VTA

For more on the re-branding efforts, click on the following links Wachovia and First Union, Nations Bank and Bank of America and Citibank and Travelers. For more examples of re-branding efforts of large mergers click here.