Jerry Day Wrote:
-------------------------------------------------------
> This branding argument is bogus and comes from
> people who apparently know little about marketing
> or branding.
>
> Jerry Day
The only two A+ grades I've ever received were in the marketing, branding and logo-design classes that I took as part of my Webmaster Certificate courses at UCSB. My instructor, Sandy Novak, designed the logos - and directed the initial branding campaigns - for Patagonia Clothing, Saturn Automobiles, and another dozen or so significant companies that some of those who post here may have heard of
... One of the ideas she emphasized most was the need for
consistency in the logos, lettering styles, color schemes, etc.,
EVERYWHERE these appear - in T-V and print ads, company stationery, the web site,
AND ON THE PRODUCT ITSELF. Ever seen a blue logo on a can of Coca-Cola
... ?
The need to have "CUMBRES & TOLTEC SCENIC R.R." (or some
minor variation thereof) on the equipment that the general non-railfan public sees most - engines and coaches - is of critical importance to word-of-mouth advertising. In today's world (or whirled) of multi-purpose phones, those little cameras are sending REAL-TIME images from Chama or Antonito to friends and family hundreds or even thousands of miles away. I, for one, would prefer that those friends and family members of 95% of our riders are seeing "CUMBRES & TOLTEC SCENIC R.R." rather than
Rio Grande most of the time. As John Cole has pointed out, the fans who take the time to look around the yard will see
Rio Grande on nearly all of the historic equipment (and on a couple of extensively-modified boxcars where it
DOESN'T belong).
- Russ
Edited 1 time(s). Last edit at 12/22/2010 09:58PM by Russo Loco.