I had the pleasure of attending the recent 2013 BRITE Conference, hosted by the Columbia Business School Center on Brand Leadership. BRITE stands for Brands Innovation Technology and the conference definitely lived up to its namesake. The speakers were a unique blend of academics, journalists, marketers and brand specialists, which provided for both diverse topics and an interesting and dynamic crowd.

BRITE 2013’s topics covered a wide breadth, from branded content and online video to harnessing the power of mobile advertising, but the conference’s theme was consistent throughout: How do organizations master data analysis to survive in a digital world? To this end, I found David Rogers’, Executive Director of BRITE and author of The Network is Your Customer, discussion on The Power of (Big) Data in a Networked World particularly compelling.

Rogers believes that in order to survive, much less thrive in today’s increasingly digital environment, organizations and their strategic leaders must master Big Data. Big Data is a collection of data sets so large and complex that it becomes difficult to process using traditional data processing applications. He encouraged the crowd to think about how we interact with the world around us; we access, engage, customize, connect and collaborate and how all of this behavior has changed the way companies can employ data to work for them.

Data tracking and analysis has obviously increased exponentially in the past five years and we now have new data sources such as social media, mobile locational data and of course – a more advanced internet. Additionally, we have new tools to analyze this data such as cloud computing and sophisticated algorithmic analytical tools. These new tools and sources provide valuable insight into brand perceptions and their changes through time.

Rogers noted that not only can data be used to provide insight into data driven decision making, it can also drive innovation and should be viewed as a strategic asset. For example, Nike’s hugely successful Fuel Band was inspired by Big Data. Just like organizations, individuals love to measure and track themselves and obtain instant feedback. Nike provides this through their Fuel Band, an electronic bracelet that tracks an individual’s activity level throughout the day. When a person is wearing a Fuel Band they receive instant gaming feedback and earn Nike Fuel points (a metric measuring activity) in real time.

The ability to transfer business analytics to the quantifiable self is just one way organizations are putting data to work for them. Nike is a great example of tying data to creativity and innovation to thrive in the digital age.

BRITE 2013 emphasized that as we move forward and our world becomes increasingly digital the question becomes – how do we tie data to creativity and innovation to thrive in the digital age?

Kristen Selinger is a Business Development Manager for BrandWizard.

From slow journalism to babies in bags, here are names that Interbrand New York’s Verbal Identity team are talking about this month:

Written by Nicole Briggs & NY's Verbal Identity Naming Team

Delayed Gratification is a quarterly publication from The Slow Journalism Company. Self described as unique and quirky, we love how fitting the name is for the type of publication it is. They’re proud of being “last to breaking news.”		Sift is an app that takes all of your shopping emails and puts them in one place, creating a personalized shopping experience. Just in time for the holiday, we love the way the name says filtering and sorting.		Baby in a Bag is a snuggly bag, aka sleep sack or baby sleeping bag, in which you place your baby. Simple. In a world of cutesy names for baby products, a descriptive name can stand tall.
Lyft, speaking of descriptive, is an on-demand car service app for cheaper, safer rides. Its lightly coined spelling makes it a catchy way to catch a lift, and it’s linked to a pretty cool domain name as well.		Flyknit is Nike’s new light-weight sneaker. Meant to feel lighter on your foot and created through a knitted process, the name tells you all you need to know about the construct of the shoe.		Pulpy is drink made by Minute Maid, and the first billion-dollar Coca-Cola brand to emerge in China. It’s a name that elevates the texture of the product to the name, and makes what could be functional detail a fun, ownable asset.
Red Bull Total Zero. A great name for diet version that is totally on voice. It has that counter-culture ironic twist, appropriating a negative a la Radiohead’s "I'm a creep" with that hint of adrenaline. Bottom line: It’s a cool way to say diet.		Look Mum No Hands! is a café in London that caters to cycling enthusiasts. We love that the name plays on a phrase that expresses pure amazement, and violates the idea that names must be short and memorable.		Sniptease, not striptease, is the official salon of MTV reality show Jersey Shore’s very own JWoww and Sammi Sweetheart. While the brand is cheeky, it’s fun to say.

There is a curious thing about celebrity endorsements. They can be of tremendous worth for brands if the person they pick rides the waves of soaring success and limitless public admiration. Then there are those cases where all that falls apart within the blink of an eye – highlighting all the dangers associated with borrowed equity.

Think of Hertz and its 20 year long ties to O.J. Simpson. Think of Tiger Woods and Accenture. Paramount cut ties to Tom Cruise after he infamously “jumped the couch” during The Oprah Winfrey Show. Kmart’s partnership with Martha Steward received a somewhat undesirable level of publicity after she found herself serving jail time. In 2005, model Kate Moss was photographed allegedly snorting a substance presumed to be an illegal drug substance – and Chanel, H&M and Burberry quickly backed out of their contracts. Of course we all remember how the Aflac goose suddenly lost its voice after Gilbert Gottfried decided to tweet jokes about the Japanese Tsunami.

This poses the question: While there is big bucks to gain from positive image transfer and access to new audiences – is partnering with a figure of public interest a risk worth taking? Or does the potential damage to a brand’s value outweigh the potential gain?

The latest case of Lance Armstrong makes these questions more relevant than ever. A quick re-cap of events: a recently published, 202-page report of The United States Anti-Doping shed light on the ongoing investigation of Lance Armstrong, accusing the legendary Tour de France winner with having run “the most sophisticated doping program in recent sports history.” We all have learned over the years that this is a sport where doping is not necessarily an exception, but often part of the “recipe” for winning. Remember the quote of five-time Tour winner Jacques Anquetil: “You cannot win the Tour de France on just mineral water and baguettes.” So what’s all this buzz about?

In this case, it’s about the destruction of faith – and the almost aching disappointment that comes along with it. Armstrong was considered more than just a hero in sports. He was considered a hero in real life, too. What really inspired people about him is his personal story, overcoming all odds, beating a 20-30% chance of survival when suffering from stage three cancer and then returning to the world stage of cycling, winning the Tour de France for seven consecutive years. That’s the stuff legends are made of. And brands love to tag-team with heroes like that – because it can affect their own perception extremely positively.

The problem is that heroes like that are built and thrive upon three important and inevitable truths: credibility, authenticity and a story that people can believe in. The fact that Armstrong has repeatedly denied doping and stated, “there is zero physical evidence to support (these) outlandish and heinous claims” undermines all of those values in light of the latest reports.

This writer is one of the 84 million people on the planet who bought a “Livestrong” wristband in support of Lance Armstrong’s fight against cancer. But when I look at the shiny yellow band now after the recent “tour de farce” it leaves me wondering: How strong is his personal brand really? And: should I still proudly wear the wristband – or not?

The brands that affiliate with Armstrong are certainly asking themselves the exact same question. And they should, because their own credibility is on the line, as well.

Let’s take Nike, one of Armstrong’s current sponsors. The brand represents the athlete in all of us, the desire to outperform ourselves by giving our best, and the beauty of (fair) athletic competition. It seems unlikely for the brand to continue to credibly build on Armstrong’s performance in sports, when it turns out that it wasn’t all his athleticism alone that got him to the top of the podium…

If you think this case is already complicated enough to solve for by Nike and his other partners such as Oakley or Anheuser-Bush, just hang in there for a second – it gets more challenging.

There is Lance the sports man. But there is also Lance the humanitarian. And you might think whatever you want about his alleged involvement in doping, but all he has unquestionably done relentlessly for cancer research deserves nothing but deep admiration. “Livestrong” has raised more than $500M since its inception in 1997. So, the Armstrong brand stretches way beyond the sport of cycling.

In fact, Anheuser-Busch and others have already issued statements saying that they will continue their support of Armstrong and the Foundation. And Nike just launched a “Livestrong” collection, honoring the 15th anniversary of the foundation.

I personally have concluded that I don’t believe that there is anything hypocritical about separating Armstrong the cyclist from Armstrong the humanitarian. Actually, this might be one of the rare cases where his corporate partners can benefit from showing ongoing support for a man that might have made mistakes in his professional career – but certainly has done everything right from a human and social perspective.

This can be a moment where standing one's ground might bring about even more positive image transfer for the brands. Why? Because they’d make a statement about what really matters and give their brands a human touch – which in turn could win them more share of heart and mind than any Tour de France victory ever would.

Dominik Prinz is Associate Director of Strategy at Interbrand New York.

In the world of logos, change is often necessary. Changing a logo introduces a new direction of a company or a brand. When times are constantly changing, companies are forced to keep up with new trends, sales and competition. The decision to alter a logo can come when it no longer fits the business market, an aspect of the design may no longer represent the company, or when a company is beginning a new era and looking for a new direction.

A logo identifies a company or product through the use of a symbol, mark or signature. The appearance of a logo can be as important as its meaning. Think of a logo as a first impression of a brand. To make the point clearer, think of a logo as a person. It may be quite difficult to remember a person’s name but a bit easier to remember the person as “the girl with the fluffy pink shirt and blue hair."

A logo can act as a badge of honor in a way, earning dominance. Take Nike, for example. Over the years Nike has chosen to use a symbol-only strategy, dropping the word Nike and just featuring a swoosh. Nike had become a dominant fixture in its category and can stand on its own with just a symbol through extensive marketing.

Having a distinctive or effective logo is important. A logo is used primarily to promote instant public recognition of a brand. Logos can give personality to a brand. First glance at a logo can give you a sense of the company’s character. Think of Disney’s logo, for example. Disney’s logo appears whimsical and magical, giving you the sense that it is a brand that is positioned around entertainment. A logo helps identify a business in its simplest form. When a consumer sees the famous golden arches, they automatically think of McDonald's.

Earlier this month Optimum launched a new logo, intended to align with their current change in brand strategy. According to Andrew Deitchman, Partner/co-Founder of Mother NY, “So our first campaign is about making Optimum's services as simple, seamless, and straightforward as they can be."

The new logo is clearer, cleaner and significantly simpler than the old logo. While the new logo may not seem very complex from a design perspective, it is effective. Optimum's logo change matters because it aligns with the company’s simplistic approach. The change is geared toward a new direction. Optimum took a somewhat more complicated design and simplified it, which is something they aim to do with their services.

Optimum launched a commercial to welcome their customers to the new logo. It helps customers understand the change and clarifies that Optimum still offers the same great TV, phone and internet, just with a new logo. It also introduces new good-humored brand voice. The commercial ends with a statement that Optimum wants their consumers to remember. “Those guys are really good at TV, phone and internet. And I don’t mind their logo.” It works because it has a fresh, modern feel, giving it appeal to younger consumers. In this case a new logo means a better, clearer, and simpler direction.

In August, Microsoft also released a new logo. The new logo represents a new beginning, according to Microsoft’s blog. Like Optimum, the new Microsoft logo is also effective for the company’s vision. The logo is symbolic of and is inspired by all of their different products wrapped into one, while it remains true to core values and design.

The new logo change comes in a year that is self-proclaimed as a new era for Microsoft. This year they are preparing to release new versions of all of their products. Change matters for Microsoft because it symbolizes growth in a new direction and the re-imaging of its identity. Microsoft’s re-imaging also represents distinction from its competitor Apple, which is known for its colorless grey palette.

“That’s why the new Microsoft logo takes its inspiration from our product design principles while drawing upon the heritage of our brand values, fonts and colors.” ~Microsoft

The Microsoft logo had transformed over the years. The new logo marks the first time a symbol has preceded the mark. Take a look at the new look in the video clip below.

In the world of logos, change matters. It allows a brand’s unique personality to stand out among the competition. Change is effective when its visual expression of the brand strategy is used to increase loyalty and mindshare of target audiences.

Starbucks has demonstrated that change is good. As the company mark its 40th year, they decided to roll out their new logo. The new logo makes Siren the heart of Starbucks, the welcoming face.

The logo celebrates the Siren in a vibrant way. Starbucks made the logo more prominent, while retaining its green circle and distinctive features. It is a new logo, but it is still clearly recognizable to consumers. This change was good and necessary, allowing for their visual identity to sit above the barriers of languages and to be known across the global by just a symbol, as seen with Apple and Nike.

What are some of your favorite logo transformations?

Nicole Briggs is an Associate Trademark Consultant for Interbrand.

While brands are business assets — and that’s serious stuff—they’re actually at their best when they’re having fun. We recently attended a presentation by Chief Creative Officer at Stylus, Ryan Ross on “The Power of Play,” and picked up a few tips and tricks from brands that are using play in powerful ways.

Brands can no longer expect consumers to make the first move. They need to offer them a reason to interact, because consumers are key to making a brand recognizable, memorable, and cool.

So, what do you offer them? Play!

Ross shared with us how social media and mobile devices have changed the brand engagement landscape, along with some of the unexpected ways brands interact with consumers in the physical environment.

A few highlights:

According to Ross, brands need to “embrace the potential of a mobile device.” We are living in “the new incentives culture,” where consumers not only enjoy discounts, they expect them—and they are willing to play for them. That’s where the mobile device comes in. This “gamified branding” is gaining traction:

• A popular app in Germany, Wynsh, encourages consumers to take a picture of their favorite products in a store with their mobile phone. Consumers then upload the photo and wait to see if they have received a discount on that product. It’s a simple process that creates excitement and anticipation in the shopping experience, and works because the rewards outweigh the efforts of the shopper.

• In Asia, iButterfly takes coupon collecting to the next level. A mobile map helps consumers find “butterflies,” and as a butterfly flutters across shoppers’ cell phone screens, users can capture it with a swift hand motion (which we heard has resulted in a number of broken phones). Each butterfly holds a unique deal or discount, and users are encouraged to share butterflies with their friends.

As the world becomes more digital and the market becomes more saturated, Ross emphasized that brands need to play hard to stay memorable. And brands are taking that to heart, coming up with even more creative ideas that don’t just interact with the consumer, but also with the environment:

• In Japan, Nike celebrated the launch of the Nike Free by transforming an entire building in the city of Yokohama into a moving, twisting building that mimics how the shoe bends and flexes. With the shoe in your hands, you can magically move walls and play with your surroundings.

• In Paris, the Mini brand wanted to open a store, but inexpensively. They figured that by eliminating traditional stores and turning the car into the store itself, they could both change consumers perceptions of what a “store” is and promote the brand through its best ambassador, the car itself.

These examples show how “play,” when done right, can increase brand value. But as Ross said, “no brand is an island,” and it’s clear that no approach is either. Multiple engagement approaches work best in tandem, occupying both the physical space and a digital “gaming” layer. If what you’re doing with your brand is truly playful, and gives consumers a chance to connect in a way that delights them, chances are, they’re going to want to keep the conversation going.

Kap Coleman and Katie Conneally are Associate Consultants in Interbrand's Verbal Identity Department.