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  • 1. Test Of A Good Brand: 
 Is it a Big Idea that will work in any media? Rebanding Blue Shield and Sun by Jeffrey Goldsmith, Marketing Consultant http://jeffreygoldsmith.com (Skip the fine print if you want.)
  • 2. Logos are not brands Neither are words. Or colors. Brands are Ideas. Logos, words, colors, et cetera an expressions of ideas. Well expressed ideas increase the value of a company and make it more social, remarkable, clear, current. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 3. Brands are ideas. Hereʼs an example. The cover of a book, the writerʼs name, the reviews, the stories, et cetera, are all part of the brand of a product called “an author”. Norman Mailer said, “Writerʼs write books. Authors make a big splash.” Letʼs dive in. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 4. Month One Imagine a company with far too many ideas. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 5. In 2003, a team of two (including myself) at the branding firm Wolff Olins turned the idea of “too many ideas” into 
 a positive brand expression for Sun.
 Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 6. Month One “Too many ideas” meant many fun ads. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 7. Month One Rebranding Sun as a company of ideas. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 8. Believe the idea of a kinder, simpler health insurance company? The internal branding team at Blue Shield of California generated three brand expressions which sought to communicate the idea of “no more confusing health plans”. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 9. Month One I wrote this line to say: simple & nice Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 10. The shield was a grammatical device to express simplicity, security and simplicity.
 Focus groups clearly “got” the idea. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 11. Month One I wrote this to express the same idea. It was mailed to millions of Californians. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 12. Month One Enough said. Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 13. Itʼs a good brand that expresses a big idea in outdoor, print, direct mail, collateral, online advertising – even insurance forms – and increases the value of a company.
 Jeff Goldsmith, Marketing, jeffreygoldsmith.com
  • 14. Further Reading Books A Quick Read: The Brand Gap Many Books: Brand Channel For more information, please contact Jeffrey Goldsmith, Marketing Consultant via http://jeffreygoldsmith.com