3 Popular Branding Myths (And Who Busted Them)

by Team Caffeine · 1 comment

Myth Fact

This is a guest post from freelance blogger Alexis Caffrey.

Branding. It seems like an easy concept, but so many companies get lost in advertising tactics while trying to build their brand.

Part of the reason? There’s a lot of advice out there about how to grow a business, and not all of it is helpful.

Here are some companies that prove that branding myths can be broken.

Myth 1: “The more money you spend advertising, the more profitable you will become.”

Myth buster: Nike

Everyone knows Nike. It’s a household name. But in the past 3 years, they’ve cut costs on TV, print and radio advertising by as much as 40%. Yet the company has seen a $3 billion increase in revenue.

The saying “you have to spend money to make money” still rings true – you just have to be spending the right kind of money in the right kind of way. Which leads us to myth number two…

Myth 2: “You should only invest in traditional marketing and advertising.”

Myth buster: Chobani

Sure, clever marketing commercials are catchy, but if you’re a new brand it’s not always in the budget.

When Chobani started in 2005, its founder took out a loan to buy a closed yogurt plant. Investing in advertising was not on the financial cards. But Chobani turned to less conventional branding tactics like sampling, pop-up shops, word-of-mouth, and most importantly, social media.

Today, some of the company’s best branding initiatives have come as a result of authentic engagement via their Twitter, Facebook, and Pinterest pages.

Myth 3: “You can’t change your logo.”

Myth buster: Google

How many times has someone asked you, “Have you seen the Google Doodle today?”

Google is a master at changing its logo – they do it for tons of occasions, everything from anniversaries of discoveries to famous birthdays to commemorating holidays.

A lot of times they even create interactive Google Doodles, like a playable “guitar” or an adventure game. But – its logo is always there hidden beneath the doodle. And its audience always knows that it was a Google production.

Of course, not all brands are the same. What works for some businesses might not work for others. But these companies prove that some branding myths were made to be broken.

Alexis Caffrey is a freelance writer with a focus on technology, new media, and design. In a former life she was a graphic designer based out of New York, NY. She actively (some would say obsessively) follows entertainment news and pop culture. You can reach Alex via her email.

Lori R Taylor is the founder and executive editor of Social Caffeine. In 2009 she started her own direct response focused social media agency, REV Media Marketing LLC, coining the phrase given by her young son, “You bring the rain, we’ll make it pour.” Follow Lori on Twitter.

David is our acting editor. He’s British, but we don’t hold that against him.

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{ 1 comment… read it below or add one }

Tonya Kristina at Zenatco October 3, 2013 at 7:43 pm

I found your website via someone’s FB post and I found that I just couldn’t stop scrolling and reading. I love your writing style, tone and unique approach to “outside of the box” concepts. That said, this “branding myths” article literally made me smile (no, seriously – I smiled) because I kept changing the colors on my logo to match a season, or holiday, or even just my mood… and well-intentioned, experienced marketing experts would say “You just shouldn’t do that. It’s not good for your brand.” I stopped doing that lately, but with this article in mind, I think I’ll start up again. My defense from this day forward: “Google does it.” 🙂 Thank you!


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