Kraft is working to re-engage the workforce by focusing on a refreshed mission that feels good. And with it, unveiled a new logo primarily for internal use.
Pepsi, Coke and other brands are moving in the hope direction, too, according to Advertising Age.
When the pages of the daily news are so full of dismal announcements, this strategy completely makes sense to me. In fact, I think even the newspapers are trying to find some good news out there, judging by the level of coverage I am seeing for the 2010 Vancouver Olympics, and every kitty-out-of-tree story that comes along.
I think I am seeing the mood change in some of my clients as well. I think we are past the deer-in-the-headlights stage, where the dominant strategy is "wait and see." We are more into the pick yourself up, dust yourself off, and start all over again strategy. At least I sure hope so.
It's all about marketing hope. [Maybe that should be a new category?]
Inspirational Resources:
Addendum: The articles from advertising age may not be accessible without a log in, my
apologies. Here are the actual article names.
Kraft Latest Marketer to Cheer Up Its Logo, by Emily Bryson York, Advertising Age, Feb 17, 2009
Pepsi, Coke Try to Outdo Each Other With Rays of Sunshine, by Natalie Zmuda, Advertising Age, Jan 19, 2009
Lyrics to Pick Yourself Up, from the movie Swing Time, starring Fred Astaire and Ginger Rogers.
Partridge Family opening sequence, with the song "Get Happy".
