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> Companies don't just have some intern change their logo up for no reason at all. Companies redesign their brand (websites, logos, etc.) all the time and it o
by awb 7y ago
> Companies don't just have some intern change their logo up for no reason at all.
Companies redesign their brand (websites, logos, etc.) all the time and it often correlates with a new hire who wants a "fresh start" with the brand.
Jens Thiemer who is the SVP of Customer and Brand and spearheaded this effort has been at BMW a little over 1 year.
It's a way of staking your claim at a company and putting your literal mark on a project. Unfortunately, it's not always the best move.
I help VPs of Marketing redesign brands and more often than not, about 6-12 months into their new gig I get a call.
- lowdose 7y agoJust out of interest are you a freelancer?
- awb 7y agoI've freelanced and run a digital agency
- giarc 7y agoThe new guy can suggest a rebranding, but I'm sure the CEO and board will have something to say about it/final approval.
- awb 7y agoSure, but if a VP goes all out on a push to rebrand and is rebuffed they'll probably leave. Basically, the pitch is "you hired me to improve the brand and that means improving our logo". So CEOs and the board might not push back as hard as you'd imagine, especially if they don't come from a product/design/brand background.
- ksec 7y agoI wonder if he will get fired for this? These story makes me appreciate Steve Jobs even more.
- Gibbon1 7y ago> It's a way of staking your claim at a company and putting your literal mark on a project. Much like the dog puts his mark on your new tires. And for the same reason.