When you think of a brand, you think of a logo. A positive brand image then usually derives from an imbedded brand story, clear positioning within the market, a product that adds value, and above all: a strong logo. But what happens when your brand equity exceeds the impact of your logo? Check out this video and you might see what I mean:
I think we can all agree that this is a great commercial. High quality, touching (baby walking across the carpet, come on, adorable), trendy (driving beat, no narration), great action shots…and then the last 1 second. This is a full minute video with eye catching excitement and intrigue and in the last second, with a flash of the logo, consumer perception plummets. It took me until this commercial to see it, but wow, Dick’s Sporting Goods has an old logo. I mean look at it. This is the official profile picture on its verified Facebook page:
For a publicly traded company and largest omni-channel sporting goods retailer in the country…this is the logo you’re putting on marketing materials? Trust me, I see what they are going for with the green coloring and block, scoreboard typestyle. But the clipart balls and vignette fade is seriously dating the company to the pre-Adobe days.
Okay, I hear you, enough with the negativity. Trust me, I love this store. As a native of Binghamton, NY, I grew up hearing the bootstrap story of Dick Stack’s fishing store that grew into the Dick’s Sporting Goods empire. Every store is clean, bright, organized, offers the latest and greatest brands and smells like a new baseball glove. The marketing materials are beautiful evidenced by the video above as well as their recent sponsorship of the Olympics (#GritBeforeGold). It’s just time to update. We trust in the brand, rely on the brand and are committed to the brand, which proves that Dick’s has high brand equity, but the logo has got to change in order to show consistency between the high brand value and physical image. If the gap continues to widen, Dick’s will continue to lose market share to specialized stores like Lululemon. Once this new logo comes through, Dick’s will reap the financial benefits of a solid, clear image.
Touchdown, Home run, Slam dunk, Bar down, Goal, Hole in one. That’s all it takes to deliver the one-two punch. (okay I’m done now)