Brand Loyalty and What it Means to America this Fall

My mom always told me, “Never discuss politics, religion or sports.” She was right, of course, as nothing gets people in more heated arguments than the subjects they hold so dear. As a marketing strategist and a person who has spent a career building brands, I understand the psychological hold brand loyalty can have over even the most intelligent and informed people.

When I mention words like; ketchup, cola, toothpaste, car, beer, fast food, computer and so on, chances are the brand of the product you are most loyal (or most aware) creeps into your subconscious and conscious brain. Some brands we may be loyalty to, while others we can be swayed by new data (opinions, reviews, advertising) or offers (deals, coupons), among other things.

The same can be said for matters more important than what we consume, such as the political party we side with, the religion or faith we practice, or the team we support and root for. For the most part, these topics are heavily weighted in our core being and it takes something drastic to change our minds.

Which brings me to the impact brand loyalty will have on America (and the world) this fall: the elections. In less than 60 days, we will be electing a new President, as well as one-third of U.S. Senate seats, all U.S. House seats and many statewide elections. Many Americans will vote simply based on brand loyalty.

Does this concern you? It scares me.

Another thing my parents taught me was to vote my conscious. Over the years, I didn’t allow the party to dictate my vote. Rather, I have researched the candidates and looked at their voting record, read their statements and did my best to shift through the facts. If I didn’t know enough about a candidate, I simply didn’t vote for that position. Has it been perfect? No, but I do feel like I am making an informed choice rather than simply voting because I like the brand.

Surveys show most Americans have made up their mind when it comes to the Presidential election, and all the social media posts, commercials and debates will do little to change their minds. Only about 10% of the population remains undecided at this point. To those still deciding, I hope you do your due diligence and vote your conscious over the brand.

Brand loyalty is an amazing thing. And as a brand strategist, I could talk about it for hours should we meet over lunch or drinks some time. And just as passionate I am about building brands, I could go on about how important my faith is to me, or how fanatical I am about my favorite sports team. In those, I am brand loyal for life. But, regarding politics? I think I’ll stick with my mom’s advice.

And The Winner Of The Logo Contest Is…

Your Guerrilla Marketer would like to congratulate Gary Bishop of King’s Bishop Design for winning the Logo Contest! His design – as seen at the top of this site – was certainly a crowd favorite. Over half of the comments posted here mentioned they liked his first submission, with 25% stating it was their first choice.

King’s Bishop Design offers mechanical and architectural CAD work, 3D renderings of all kinds, including animation and scenery. They also offer copywriting, collateral work and much more.

I would like to thank all the designers who submitted, including a special thanks to finalists Alan Goon and Luann Ladley. Their designs received a lot of support, and it was a very difficult decision to make. While Gary may have won, there are no losers. I will be speaking with both Alan and Luann to assist them with their marketing needs as reward for their talent and time.

Please visit the sites of these talented designers and contact them for your design needs:

Gary Bishop
King’s Bishop Design


Alan Goon
IT Art

Luann Ladley
Luann Ladley Design


Thank you to everyone who sent in emails and posted comments on the site!


Logo Contest Finalists – Vote For Your Favorite!

Four weeks ago, Your Guerrilla Marketer announced a contest, looking for designers to submit their ideas for what they think should be the new Your Guerrilla Marketer logo. The winner will get one-on-one marketing counseling with yours truly, Rick Verbanas. The response has been amazing, with the finalists listed below.

These are my favorite designs. Like what you see? Please visit the finalists’ sites and contact them on how they can help you with your design needs! Bookmark their pages for future use and forward their contact information to colleagues who may benefit from their services.

The winner will be announced on Friday, March 30, 2012, via e-newsletter and on this site. Please post your comments below on which logo you think should be the winner!

The finalists are: Continue reading

Top Logo Designers And Their Most Famous Creations

[NOTE: Do you design logos? Looking for exposure? Enter the contest – click here for details!]

Leonardo da Vinci’s “Mona Lisa.” Michelangelo’s “David.” Raymond Loewy’s “Shell.” Wait. What?!? Like it or not, corporate logos have become as iconic as other forms or art.

Many logos are so recognizable, like Shell, they no longer need their company’s name. Some logos are well known just by using a few words, like “Golden Arches” or, simply, “Swoosh.”

When most advertisers consider logos, they think impressions, not impressionism. Viewing the same logo over and over certainly can create a lasting, well, impression. However, can our affinity for certain logos be merely explained as the result of repeated exposure? Your Guerrilla Marketer believes some logos we have come to know (and, in some cases, love) have lasted and endured because they were designed by extremely talented individuals.

In a recent blog, I took a look at the evolution of famous logos and asked “Is it time to change your logo?”

This blog takes a look at some of my favorite logo designers. Most of these artists have had amazing careers beyond any logo they designed. I cannot do their careers justice in a few sentences, so I will mainly cover their more famous logo designs.

Raymond Loewy (1893-1986) was known as “the man who changed the face of industrial design” and his work was featured as an exhibit at the Smithsonian Institution. His work included designing for Greyhound Buses, Coca-Cola bottles, Pennsylvania Railroad and Air Force One. As a testament to the power of his Shell logo design, Shell dropped its name from their advertisements.

Continue reading

Famous Logo Evolutions – Is It Time To Change Your Logo?

[NOTE: Do you design logos? Looking for exposure? Enter my contest – click here for details!]

Everywhere you look, you are bound to see a company’s logo. Not just in advertisements… but on the products in your home; on your groceries, your phone, your computer, your appliances, your pens, your clothes, even your currency! Some logos have reached “icon” status, and are recognized by billions of people all over the world. However, even the most recognizable and most famous logos have gone through changes over the years.

Pepsi Logo Evolution Continue reading

New Contest!


Want to be known as the famous designer who provided the logo for Your Guerrilla Marketer? Enter our contest!

  • The person or company who is picked for their logo design will win a One Hour Marketing Coaching Session with Rick Verbanas, Your Guerrilla Marketer!
  • Get exposure! ALL finalists will be displayed on this site for everyone to see and provide comments, including your contact information and link to your site!
  • Submissions will be accepted through March 21, 2012. The winner will be announced on Friday, March 30, 2012, via e-newsletter and on this site.

HOW TO ENTER Continue reading

Create Your Own Hallmark Holiday

There is a debate whether St. Valentine’s Day is a “Hallmark Holiday.” Some regard it as a made up holiday, much like Grandparents’ Day, Secretary Day and Sweetest Day, where companies like Hallmark commercially benefit. Hallmark denies such marketing prowess on it’s website, citing the history of the holiday, dating back to 498 AD. In either case, it should be noted – and hard to place a value on – a company is associated with several holidays.

This got your Guerrilla Marketer thinking…

How can this concept help drive your business? What “holiday” can you create which will generate buzz, increase awareness and drive traffic?

You may have already done the “Anniversary Sale,” or “Customer Appreciation Day.” Those are good. However, I’m thinking larger. How can you turn a nationally recognized day, and turn it into your own? Continue reading

Super Bowl Ads 2012: Strategic Catches & Drops

By now, the Super Bowl ads have been discussed, dissected and graded by friends and experts alike. This week, I have covered my views on Trends & Observations, as well as how Social Media was (or was not) used. Today, I’ll cover where it all starts. As Bugs Bunny said when getting beaten in the wrestling ring, “It’s time for a little strategy!

Who had the best Super Bowl strategy? Who dropped the ball? Here’s what Your Guerrilla Marketer has to say…

The basics in marketing strategy are simple:

  • Have a Goal (while “increase sales” is always good, the more specific the goal – like get 10,000 to sign up for the Acura NSX wait list – the better your odds of succeeding)
  • Target your Demographic (who would drive an NSX? where do you reach them?)
  • Craft your Message (who/what would appeal to your target audience?)
  • Deliver the Message (choose when and how the message gets delivered. Like real estate, location and timing is everything!)

There is a lot more involved, but you didn’t come here to get a crash course in Marketing 101. Since I don’t have closed-door knowledge of the advertisers’ goals, I will take a look at various strategies I noticed and present my take for your reading pleasure. Continue reading

Super Bowl Ads 2012: Social Media Fumble?

On Wednesday, I gave my view on Trends & Observations of this year’s Super Bowl advertisements. Today, I’ll cover what role Social Media played, if at all, in the 69 spots which ran from kickoff to the final whistle of Super Bowl XLVI.

In my blog prior to the Super Bowl, I wondered if advertiser’s would use Social Media to turn branding (traditionally national ads) to call-to-action (traditionally local ads). As I watched each advertisement, this is what I found:

  • Out of the 69 spots, I noticed 24 (34.7%) listed their website or facebook page
  • Only 2 (2.8%) listed their Twitter hash mark

To be fair, another source, Altimeter, reports 57% of the ads mentioned a website – although I’m not exactly sure what timeframe of ads they reviewed.

The lack of Twitter love makes sense, as it doesn’t make as big an impact as a company’s robust website. I’m not against Twitter (you can follow me here) and it can be an excellent tool in creating buzz but, if one is spending $3-4M per 30 seconds, you are looking for the biggest impact you can make. Ideally, your company site should be convincingly telling your story and capturing leads or producing sales.

Which brings me to listing your website and/or facebook page. Unless you feel you can get everything you want to say in 30, 60 seconds (or, in Chrysler’s case, 2 minutes), I would suggest directing viewers to where they can get more of the story. More importantly, I would give viewers a reason why to get more of the story.

The seven Dot Com advertisers (Hulu, Go Daddy, Tax Act, Teleflora, Cars, E-Trade and CareerBuilder) made sure to tell their audience where to go (in a nice way). However, only Go Daddy offered more than their product for reasons to visit their site (sex appeal, even though many I interviewed found it tacky). I struggle to recall any commercial other than Go Daddy that said, “To see the rest of the story, visit…” As a Guerrilla Marketer, this seems elementary. Continue reading

Super Bowl Ads – Trends And Lessons

Hate the Giants? Over the Patriots? Unless “your team” is in it, a lot of people tune in to the Super Bowl simply to watch the ads. Here is a list of this year’s Super Bowl advertisers.

What can Guerrilla Marketers learn from watching Super Bowl ads? Plenty. I’ve already blogged what the NFL can teach us about marketing (and it’s a lot). I believe the ads give a serious indication about the state of our country, and the current marketing trends. Let’s face it… if you are going to spend over $3M per half minute to spread your message, you are going to try to get the most creative minds in the industry to help you tell your story in 30 seconds. Sometimes they win and, a lot of the time, they lose.

What can the ads tell us about the country and our culture? It certainly paints a picture of what we like (food, beer, cars, etc.), but it also tells us what is happening. Ten years ago? The Dot Com companies ruled the night. The last couple of years, during the recession? Soda, chips, candy bars and fast food – inexpensive comfort items – took prevalence. I guess the real question is… How many candy bars do you need to sell to recoup the $3+ million spent in advertising?

Most of us don’t have the budget to get the publicity the Super Bowl brings. So, what should the crafty Guerrilla Marketer do? Continue reading