Filtering by Tag: Social Media

New School, New Audience

Added on by James Cronin.

- The role of social media in a rebrand.

Since 2010 when US clothes retailer Gap ditched their new logo after an outcry online, brands have been made aware of the power of the modern consumer. Launching a new visual identity will always come with some negative comments because people are resistant to change but with the advent of social media, users can now have their opinions heard.

Brands can often use a rebranding exercise as an opportunity to engage with the consumer and use it as a form of promotion. How then can a brand engage with a hostile audience? Well a few months ago, New York University ‘The New School’ responded to the negative reception of its rebrand by getting its designer, Paula Scher of Pentagram, to respond to ‘mean tweets’.

“Holy crap the typography is so jumbled. Looks like Star Wars had an affair with Comic Sans” @MD_DC

While acting as a form of promotion for the school, it also provided an opportunity for Scher to defend and even explain her work. An opportunity most designers are not always lucky enough to have.

Branded Content

Added on by James Cronin.

Red Bull

After a recent trip to Monaco to watch the Formula One World Championship, I realised how strong the Red Bull brand is and how saturated the world of Formula One racing is with Red Bulls logo and brand identity.

The Red Bull driver, Mark Webber, led from the start and controlled the race before winning the Monaco GP for the second time in three years. A result that can only do good for the Red Bull brand.

The Product

Red Bull has become the worlds most recognisable and profitable energy drink and that is down to Dietrich Mateschitz's marketing and brand vision.

He said that while the brand is supporting sport culture it also works the other way around. The message through various forms of advertising, events and sponsorships is an 'invitation to be active'. Red Bull is supporting a way of life.


To promote their public image, the Red Bull marketing team have used related content such as viral videos of extreme sports which portray the companies philosophy while subtly increasing brand recognition.

By using content it's target audience would want to see, Red Bull can engage with the viewer and gain trust in the brand and the product. The branded content is not seen as an advert but rather a message from Red Bull telling consumers about their athletes, achievements and next projects.

Marketing is not just a department within Red Bull, its a part of the brand itself. Its part of Mateschitz' bigger vision.