(Cincinnati, OH -- Oct.
2, 2000) -- Online publication The Next Big Thing
quoted ViewSource founder and CEO John C. Harris today in an article titled
"Brand-New Experience: Changing a company's name can be heavenly or hellish,
depending on how you prepare." The Next Big Thing's editorial focus is
technology and the Internet economy.
The article explores several facets of branding,
especially a change in brand identity. Harris drew on the advice of guru David
Ogilvy, whose advertising agency served clients including Rolls-Royce, Sears
and Zippo. Ogilvy cautioned advertisers to think carefully before even
considering a change that could affect brand identity. As such, change solely
for the sake of change usually isn't good.
The article mentions Harris as encouraging companies to
consider these questions before considering a brand change: Why do you want a
new brand identity? What do you expect it to accomplish for you? What do your
customers think of your company? How can you use their input to form a better
new branding message? Can you live up to your claims in that new message?
The writer also quoted an executive with Verizon
Communications, which is the new brand created as a result of the merger of
Bell Atlantic and GTE.
To read the article,
click here.
About tnbt.com
The Next Big Thing is produced by Marketspace, a
Monitor Group company. Monitor Marketspace Center was founded in 1998 as a
multimedia enterprise to provide advice, research and analysis about the impact
of new media and technology on businesses.
Marketspace activities include consulting to freshly
minted dot-coms, as well as global 1000 companies, and providing new-economy
insights to the public through a variety of media, including Web, television
and print.
ViewSource Media is an integrated marketing communications firm known for
blending creative solutions with the latest technology. The company provides
Internet, integrated marketing communications and eCommerce solutions,
including Web design and programming, for consumer and business-to-business
clients including WGUC Cincinnati's Classical Public Radio,
The Contemporary Arts Center,
Champion Window, Mercy Health
Partners, Graeter's Ice Cream,
Oxydol, Shure-Glue Systems, Inc., and
Magnode
. ViewSource Media is based in Cincinnati and serves clients throughout the
United States.
