New logo, anyone?

For web-savvy people, it may come as a surprise to find that ebay has recently changed its logo, as you will find on this page. According to the news, ebay's new logo (after 17 years in the industry) depicts its new image as an innovative brand. In fact, one of their big executives shares that the logo reflects eBay's current direction as "a global online marketplace that offers a cleaner, more contemporary and consistent experience."

What do you think of their new logo? This is how I would judge their new logo:

1.  Does it reflect their new brand direction? Comparing their previous logo with the new one, I find that it definitely reflects ebay's new direction--and it's great that they still decided to retain the ebay colors (ebay would not be ebay without those colors). They wanted to portray cleaner and contemporary? Check and check. They nailed it in the sense that it's literally cleaner and pleasing to the eyes. As for contemporary, minimalism seems to be the new contemporary at this day and age.
2. Does it stand out against competition? In the global scene, Ebay has Amazon. Here in Manila, there's Sulit.com.ph and ayosdito.ph. Without a doubt, ebay has long established its equity in the market so it would not seem as a problem. But consider the following brand logos: Google and Microsoft. Somehow, the new ebay logo reminds me highly of these two logos.
3. Is it creative? Memorable? I'm pretty sure agencies and creative people from everywhere would greatly ridicule ebay's new logo. I don't think one needs to be from a creative agency to say that it is in no way creative. They changed the typeface. They adjusted the kerning. It's as simple as that. Anyone could think of doing this. As far as creativity matters, ebay didn't nail this one.

Overall, ebay's logo addressed its immediate need to communicate its new direction. Not to mention, it surely created a lot of web buzz among critics such as myself--and that's effective PR and free advertising (a treat for any marketer, really). Regardless, ebay will always be ebay.

Here in the Philippines, I have yet to discover a brand who will change its logo to the effect of ebay. Granted, there have been brands such as Jollibee who simply took away its brand name (but that's too conservative of a logo change). It would make sense why that's the case especially with local brands in the country. After all, local brands here in Manila are relatively new compared to the multinationals--these brands have not reached that point to make a huge shift in brand direction to do such a feat.

Ebay's new logo, released on September 2012.

Photo taken from: http://assets.creativity-online.com/images/work/large/e/b/a/eBay_NewLogoComparison12.jpg

Coffee crazy!

DO YOU LOVE INSTANT COFFEE?

I recall that around 2 years ago, Kopiko has just started to penetrate the market in the Philippines. For a time, it was known here solely for its coffee-flavored candy. When its instant coffee was introduced in the market, it had no above-the-line (ATL) advertising whatsoever. Today, however, Kopiko has taken up a significant share of leading instant coffee brands in the country with its first variant--Kopiko Brown Sugar.

What made Kopiko such a success in the country? With minimal advertising, it mainly gone up the market through word-of-mouth. Admittedly, I have been a follower and an ambassador of the brand ever since it was introduced to me by a former boss. True enough, the product in itself generates its own advertising (where would we marketers be if this were the case in general?) with its creamy, sweet flavor. In fact, it is even priced lower than leading coffee brands. It would be obvious, then, for Kopiko to have other brands going head-on for the battle of market shares.

Brands such as Nescafe, for instance, have developed their own instant coffee flavors that can directly compete with Kopiko's Brown Sugar variant.They have recently developed Nescafe Chocolatey Coffee, Creamy White Coffee, and Brown N' Creamy variants. Interestingly enough, these flavors are "Especially made for Filipinos." After tasting these myself, these variants do have the same appeal in taste as with Kopiko. It makes me wonder... what variant will they think of next? Right now, Kopiko is advertising its new Koppiccino variant which has a very interesting proposition of an instant cappuccino experience. So, what more can we expect Nescafe to come out with? Coffee lovers here in Manila have something to look forward to.

Speaking of Nescafe, I'm definitely sick of hearing their endorser--Coco Martin, one of Manila's sought-after celebrities--saying "Mas yAmmy." (translation: More yummy!) I believe they intentionally made him say "yAmmy" instead of the proper pronunciation  which is "yummy". I doubt Coco Martin has bad pronunciation skills, and I doubt Nescafe's agency--Publicis Manila--would let such an error air on TV unless they intended it. Either way, it's already annoying that this TVC is being replayed over and over again in primetime spots. But to hear him say "Mas yAmmy" is pretty much like listening to someone raking a chalkboard each time he says it.

If you're interested in seeing the commercial, you can preview the video here or watch it by clicking this link: http://www.youtube.com/watch?v=0n20QaL8f5c

[youtube=http://www.youtube.com/watch?v=0n20QaL8f5c]

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Disclaimer: Photo taken from http://i54.tinypic.com/21llogi.jpg.