Archive for the 'Global Branding' Category
Alfredo goes to Brazil!
The pictures above don’t really do justice to the whole story. But I hope that they got your attention! This entry is really not about samba dancers – but samba dancers do make me smile. Actually, the picture was just a cheap way to get you to look. The truth is, I am excited about going to Brazil…but not because of the beautiful dancers. Who would not want to visit Brazil? It’s an amazing country that is full of life, music and fun. And, it’s also a country where I lived for two years when I was little, and I have fond memories of my time there. It will be fun to be back.
The actual reason for the trip is that I will be giving a presentation at “Marketing Mix” - which is the largest gathering of retailers in Brazil, and takes place in São Paulo on September 2nd and 3rd, 2008.
The theme for this year’s event is “The Consumer Transformation: Interactivity and Mobility at the Point of Purchase”. Sponsored by POPAI, the Global Association for Marketing at Retail, the event will discuss how the latest technology trends are affecting the retail industry in Brazil.
My presentation is titled “Building Brand Experiences at Retail”, and is focused on how brands and retailers can leverage branding processes from a strategic and tactical standpoint to increase the effectiveness of marketing initiatives at retail.
For more information check out our News Release, or the POPAI Brazil site.
Just for the record….(just in case) I am practicing my Samba!
Alfredo Muccino
Chief Creative Officer
Liquid Agency
Olympic Logo: What do you think?
The new logo for the 2012 London Olympics has elicited an amazing amount of controversy. According to Jacque Rogge, President of International Olympic Committee, “this is a truly innovative brand logo that graphically captures the essence of the London 2012 Olympic Games — namely to inspire young people around the world through sport and the Olympic values.” According to many others it is an atrocious symbol that should be immediately scrapped. According to an article in the Times Online by Robert Booth, “The logo, designed by Wolff Olins, a London branding agency, and approved by Tessa Jowell, the culture secretary, was launched to almost universal disdain”. Personally, I am still trying to digest it. My first impression is that it is shockingly unattractive, and reminiscent of post-punk eighties graphics. I’m trying very hard to be open minded and see if it grows on me…but so far, it’s not working! I wonder what you think? I’d love some feedback…especially if you can defend it!