Thursday, April 16

In the Future, Brand Identity Guidelines Will Require Rate Cards

Even though online advertising projections continue to rise, most media sales reps will confess that everyone is still very nervous about 2009 marketing budgets.

How nervous? Well, it is a well know fact in the advertising world that a company's logo is its most cherished asset. Creative Director Rule #1 = Don't @#&! With the Logo!

Online that means no animating, spinning, reversing or, God forbid, altering. True, Google has messed around with theirs for years. But that is in the spirit of their brand.

These days it seems anything is for sale. Desperate times call for desperate rate cards. Are you a left-behind web portal trying to maintain relevancy and fighting for every declining CPM dollar? Then maybeeee jusssst once...

Yesterday (Tax Day) altered their logo to support TurboTax's online campaign, creating a hybrid halfbreed that only a cash-strapped mother could love:

Art Directors cringed. Media planners updated their Q3 RFPs. Sales reps hit their Excel spreadsheets trying to uncover the valuation for that stunt. What is the value of your site's brand compared to your advertisers? Even if it is only surrendered for one day? Or, worse yet, was it provided as Added Value to seal the media deal?

Publishers are constantly scrapping for untapped areas of their site to assign CPMs. Their corporate identity shouldn't be one of them.

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