AVIAGE Systems, looking to position itself as “a global civil avionics leader,” turned to Interbrand to develop a new, cohesive global brand identity for the organization. AVIAGE Systems is a joint venture between GE Aviation and AVIC (Aviation Industry Corporation of China ).

The company was unveiled in Zhuhai, Guandong China and will be headquartered in Shanghai, China with support sites in Grand Rapids, Michigan, USA and Cheltenham, UK. AVIAGE Systems is working with clients on projects such as the COMAC C919, a new narrow-body commercial aircraft being built in China.

Nate Manning, General Manager of AVIAGE Systems, says of the logo, it conveys a “message of strength and optimism about the future.” The name AVIAGE Systems honors the joint venture between AVIC and GE and the Chinese name, 昂际, means “open to the future of aviation and soaringfreely without boundaries.”

"In approaching the design for AVIAGE Systems, we wanted to honor aviation, a market where design elements frequently celebrate and reinforce tradition, through the visual of the cock-pit,” said Mike Knaggs, Interbrand Creative Director. "At the same time we wanted to push the design further than what is typically seen in designs for brands in this space and convey flexibility and innovation. Through the wings, the logo conveys AVIAGE Systems' openness to customers' changing needs, expressing the business opportunity of open systems.”

“We wanted to create a symbol that would serve as a functional tool in both English and Mandarin and would visually capture the excitement for this unique venture's business opportunities," Knaggs notes.Manning adds, the logo symbolizes, “the improved flight experience and advanced operational environment brought by AVIAGE Systems’ open architecture and integrated avionics solutions.”

Rubén Galgo of brandemia says of the design, “Hoy nos hacemos eco del nacimiento de un nuevo gigante de la aeronáutica internacional.” (“Today we echo the birth of a new international aerospace giant.”) “Visualmente estamos ante una marca compuesta (símbolo + logotipo) o imagotipo, muy bien diferenciados. Hay gente que también verá en ella dos alas juntas o un avión en vista cenital… es como mirar a las nubes, cada uno ve una cosa diferente,” he adds. (“Visually this is a mark (symbol + logo) or very distinct imagotype. Some people also see in it two wings together or a plane overhead view ... it’s like looking at the clouds, everyone sees something different.”)

He concludes, “Para mi, un buen ejercicio.” (“For me, a good exercise.”)

There were plenty of goggles to wear at CES this year, but through a brand lens, things were fairly blurry. My colleagues and I were constantly reminding each other of where we were, as one brand environment flowed into the next. It wasn’t just the design that threw us for a loop; it was the 3D, the “other” ipads, and the “smart” — the "smart" everything. Smart phones led to smart homes, which contain smart appliances, including smart TVs, showing smart ads of smart cars. This begs the question: If everyone is smart, then, well, who is really?

What is smart?

According to Wikipedia, “Smart TV is also sometimes referred to as ‘Connected TV,’ (not to be confused with Internet TV, Web TV or LG Electronics's upcoming "SMART TV" branded NetCast Entertainment Access devices).”

Confused? So are many consumers. While true technology enthusiasts know the difference between an ecosystem, a platform, and a device, the average consumer does not. The word “smart,” when used with such excess and frequency, just reads like white noise to their ears.

To make matters worse, the word is actually used in different contexts by various brands. For example, industrial giants like GE and tech innovators like IBM use “smart” to talk about power networks with two-way digital communication — the smart grid.  Meanwhile, “smart” also refers to a platform for applications to run on, in the case of the mobile phone, and now the television market. Then, for other companies, like Samsung, which refer to its TVs as “smart,” it is a device branding technique. Finally, even GE got on the bandwagon with a “smart dispense” system, using the word for ingredient branding for a new appliance line.

Two approaches to “smart”
GE was one brand that  did a great job of branding its technology story both at CES and in its marketing communications, with a minimal use of the word “smart.” There is a nice overall connection to the ecomagination brand platform with some strong names like Nucleus and Brillion — components of its cost-tracking energy platform for the home. While it references the “smart” grid, a strategic focus for its product development strategy, the word smart does not become a core component of its branding strategy. Both Nucleus and Brillion recall intelligent technology and a larger initiative to make homes more connected and efficient. A few instances of “smart” sneak in when referencing a third-party smart meter and, of course, smart phone applications.

Panasonic, which has a very similar brand platform — ideas for life/eco ideas — also makes a meaningful case for its technology. And yet, a quick google search for Panasonic + smart will pull up a frightful case of “smart” branding gone wild.

Here’s a short list of Panasonic products from just three search results pages: Smart phone, Smart card, Smart Card Reader, Smart Board, Smart Networking (Viera), Smart Adapter, Smart Battery Charger, iPro SmartHD Video Server, Smart Movie Software, Smart Home, Smart Grid, Smart Lamp, Smart Air (conditioner), Smart Bed, and, of course, a Smart TV.

So, to all brand marketers out there reading this, please consider the points above. There is a limit to how much we can take of one word, and this dog has already had his day. Maybe those of you reading now have a suggestion or two to post in the comments section below. Perhaps, together, we can make technology branding a little less "smart.”

In 2010, the momentum of innovation and initiative in the energy sector was blunted. The core tenants of powerful brands, such as trust and relevancy, were compromised by the notoriety of greed and ignorance in the Gulf of Mexico and partisan politics and indecisiveness at the Copenhagen Climate Conference. In the past 18 months, we have been witness to the fact that neither regulatory nor political might has had a material effect on energy management and global energy policy. But the temptation to dwell on the negative must be resisted.

2011 will be the antidote to 2010. More so than ever before, brands will be the lightening rod that forges new relationships with consumers, both educating and rewarding smart energy living. The power of brands will invoke new behaviors. A change in perceptions and attitude will contribute to a broader awareness that the reduction of dependence on diminishing fossils fuels is both a personal and societal choice.

Shell, Exxon Mobil, IBM, GE, EDF and Pacific Gas & Electric, are just a few of the global energy and technology brands that are investing significantly in developing innovation to better manage and distribute energy in responsible and efficient ways. The collective brand building efforts of the category will ultimately change the regulatory and consumer landscape to embrace new and responsible energy behavior.

Climate change is no longer debated as glib sentimentality from a misguided scientific community. The changes to our planet are poignantly documented in the headlines each day where record highs and lows are commonplace and the new norm is the unexpected. For brands in this sector, there’s a new urgency to address the consequences of a global population explosion, mass urbanization, and geo-political unrest.

And yet, brands in the energy sector will need to do more than simply broadcast their intentions. In the end, they will be measured by their actions. Look to 2011 as the year when  innovations in automotive, home and industrial energy consumption will herald a new movement in smart energy living.

There are high expectations that the ills of the recent past will fuel the energy sector to lead a global campaign that encourages and rewards responsible energy consumption. Now is the time for brands to change the world for the better.

Ever have a friend who sported a political button or an environmental bumper sticker, but whose dedication to the cause seemed to end there? Too often, verbal identity practices around corporate social responsibility (CSR) have been similar: the word green amended to one's moniker, or a glib tagline meant to assuage concerned consumers without actually aligning with the brand in a meaningful way. Like our button-wearing friend: a badge, not a brand.

A new report from Interbrand suggests that CSR is no longer optional — brands need to begin thinking of themselves as corporate citizens of the world. And rather than jumping on the greenwagon, your efforts should be rooted in your larger brand identity. Doing so will allow you to make a greater impact on the world we live in while increasing your brand strength and value. So financial sector institutions, for example, would be wise to consider micro-banking as a centerpiece, while food companies might want to emphasize sustainable agriculture. This more holistic way of thinking should extend to verbal identity practices as well.

When it comes to naming — from products to platforms — badges are out. Names and descriptors need to speak clearly to the benefit. Whether it's in the ingredient, the making, or even the packaging, brands need to clearly state the reason why your product or service is in fact responsible. And for brands that understand how important Corporate Citizenship is to its positioning, initiative or platform names need to reflect the benefit they uniquely provide to the cause. The claims need to be real — and so does the language.

In the beginning, everything was about a superficial environmentalism, as brands slapped some green paint on without a genuine basis for much of the marketing.

Then, companies that actually had a proven commitment and vested interest in a host of global environmental issues found ways to trumpet that authentic side. For GE, whose positioning was reflected in their tagline Imagination at Work, the ecomagination coining brought together the need to be responsible with what GE could do to make that real. It played off a known term, "eco," at a time when environmental issues were just rising to mass awareness.

And now? The authenticity that a brand like IBM brings to bear in CSR is credibly migrating into a broader messaging platform. Smarter Planet brought the intelligence of IBM to a global (and personal) cause. It's no longer based in simplified or associative terms like "green" or "eco," focusing instead on the outcome.

As ecomagination and Smarter Planet show, genuine commitment to a greater cause not only strengthens a brand's proposition, it also makes good business and social sense. Face it: In a post-green world, you're leaving brand value on the table when you don't act — and speak — like an authentic global citizen.

I’m holding myself back; attempting herein to exercise some manner of journalistic restraint.

Faced with the prospect of wrapping up 17 days of serious Olympics glory, I’m full of superlatives. Visitors to the games can’t stop talking about the incredible athletic performances, classic West Coast warmth, the genuine quality of a good Hoser party, and maybe just a little pride about The Greatest Hockey Game of All Time.  I went out to experience the Olympics, but like so many other Canadians, was not alone in my astonishment of just how patriotic we can be.

But I also went out to the games with some nerdy brand curiosity: which brands would really deliver an Olympics-worthy performance, and which would take advantage of a superficial alignment with sports? Which brands – Canadian or international – would deliver intelligent, imaginative and inspiring brand experiences beyond the promises their ads were making?

Quick reminder: there was nothing scientific about my methodology, so I’ll wrap up by listing favourites based on the most visible brand categories at the 2010 Olympics: retail, corporate, financial services, and place/country brands.

Retail brand: Hudson's Bay Company HBC remains a stand-out brand for its ability to garner mass appeal (mittens on Oprah!), but also for its commitment to contribute US $4 per pair of mittens to Own The Podium, the group that supports athletes and was arguably a critical factor to Canada’s record 14 Gold Medals (best ever by a host Winter Olympics nation, in case you didn’t know). They had originally capped the contribution, but the overage will go back to sport, including Paralympic athletic endeavors.

Corporate: GE Beginning with a TV ad series entitled Healthymagination, GE demonstrated a genuine commitment to health while remaining true to their brand idea. It was intelligent for GE to use its masterbrand in all of its advertising, considering our interaction with GE as consumers may be limited. Rather than create an ad series that played too hard on the Olympics, they chose a subject that helped us learn more about the diversity of their offering on a subject relevant to viewers. On CTV, GE was the sponsor for a terrific series with Dr. Bill Wells, a Toronto-based physiologist and sports expert who taught viewers about the biomechanics that power our athletes. Their mobile medical units were on-site throughout the games to keep athletes healthy as well. Great work, GE.

Financial: RBC It's no question that RBC owned the games from a visibility perspective. I’d be surprised if any games visitors would have missed the fact that RBC has been supporting Olympic athletes since 1947, or that it was the force behind the torch relay. That's an incredible commitment of time and effort and our athletes really have benefited from it. However, I would have liked RBC to have come up with more creative campaigns than having Arbie – their awkward little bowler-hat wearing mascot - participating in different sports. It would have meant more to understand just how much RBC’s employees felt connected to the games – and I can only imagine that effort would have done a lot for internal engagement as well. Part of the reason RBC won in the category was that so many other institutions were missing in action. I'd love to know why other FIs didn't even show up to the race.

Place: Canada In spite of some inspiring and exciting country experiences, including the Sochi 2014 house, I have to give the place branding medal to Brand Canada. I could list a number of examples from my own highly biased point of view, but I think I’ll let some international journalists do it for me. After all, what’s a better sign of a strong brand than un-prompted endorsements?

Three quotes from the papers over the last 24 hours. And to these journalists, thanks for visiting!

From NBC’s Brian Williams:

Thank you, Canada: For being such good hosts…For your unfailing courtesy…For your (mostly) beautiful weather…For your unique TV commercials -- for companies like Tim Hortons -- which made us laugh and cry…For securing this massive event without choking security, and without publicly displaying a single automatic weapon….For having the best garment design and logo-wear of the games -- you've made wearing your name a cool thing to do….For not honking your horns. I didn't hear one car horn in 15 days -- which also means none of my fellow New Yorkers rented cars while visiting…For sharing Joannie Rochette with us…For reminding some of us we used to be a more civil society…Mostly, for welcoming the world with such ease and making lasting friends with all of us.

From the Boston Globe’s Bob Ryan:

…all Olympics are the same. What made this one special were the people. I will leave it to the Canadians to explain why, but the fact is they came out as never before to flout their Canadianosity, or whatever you want to call it. They got behind their athletes and they got together here to have a good time, using the Olympics as an excuse to throw themselves a giant two-week party. They lined up in astonishing numbers outside Hudson’s Bay Company store to buy merchandise, creating a revenue stream no one could ever have imagined. Not for one second during these past two-plus weeks could you forget just exactly where you were. It was CanadaCanadaCanadaCanadaCanadaCanada!, all day and all night, and I don’t see anything wrong with that.

You may have heard that Vancouver is a great city, but it’s better than that. On a good weather day - and we had a spectacular five-day run in the middle of the Games - it is stunningly beautiful, and it is an excellent eating, drinking, and shopping city. This is the only Olympics in which I have written stories to the sound of sea planes taking off and landing. I’m going to miss that.

From the LA Times’ Bill Plaschke:

It was after midnight, a week ago, the U.S. had earlier defeated Canada in a preliminary-round Olympic hockey game, the emptying streets wet, the mood soggy. I was returning from our nightly visit to the giant four-pronged Olympic flame with my 15-year-old daughter, Mary Clare, who was wearing an American flag like a cape, and a smile like a necklace. It was one of the first times she wore something that didn't represent her high school or favorite sports team. It was one of the first moments she may have realized the pride in being an American.

And here came the Canadian. He appeared to be in his late 20s. He was wearing a scruffy beard, a pale bandanna, and wild stare. He jumped in front of Mary Clare on a darkened patch of sidewalk and started shouting.

"Eh, eh, eh!" he said. She froze. Her brave and resourceful father also, um, froze. At which point the man stuck out his hand. "High-five, eh?" he said. "Great game, America. You won fair and square. We'll see you in the finals." Before disappearing into the shadows, the man looked back at me with what appeared to be a wink. "I know what you were thinking, but that's not how we do it here," he said. "We're Canadian."

I thought of this incident later when, spying on Mary Clare's Facebook page as all brave and resourceful fathers should do, I came across a line about her Olympic experience that stunned me in its simple honesty.

"I love Canada," she wrote.