This document discusses which logo e-Types should choose to submit for a competition. It analyzes choosing a classical logo, which has an 80% chance of winning but staff are unsatisfied with, versus an edgy logo with a 20% chance of winning but greater staff satisfaction. The document recommends choosing the edgy logo. It proposes e-Types implement a strategy of embracing, extending, and extinguishing common standards to build reputation in the short term while distinguishing themselves over time. This will allow e-Types to express their revolutionary vision sustainably.

1. Strategic Management
Capstone Project: e-Types
Which logo should e-Types
choose?
Presented by: Gene Pearson
February 23, 2017

2. TEAM DENMARK COMPETITION…
WHICH LOGO SHOULD BE SUBMITTED?
 Present Classical logo
 80% chance of winning.
 Staff unsatisfied with logo due to conformity.
 Present Edgy logo
 20% chance of winning.
 Greater satisfaction of design despite lower chance of winning
competition.
 Present both
 Let the client choose which they like better.
 Was not communicated to do so and could result in greater loss of
clients by appearing indecisive and unprepared.

3. MY RECOMMENDATION….
e-Types should submit the edgy type logo!

4. REASONS FOR THE FINAL DECISION
 e-Type was founded on the desire to
be different than the norm.
 The edgy logo fits within their “smash
the world!” out look.
 The designers liked the edgy look
better and will take pride in this even if
it does not win.
 Even if the logo does not win the
competition, the company will still
receive advertisement to help attract
new clients.
 Though the chances of winning are
less, there is still a chance it might win!

5. MOVING FORWARD….
e-Type should implement the Plan strategy based on Henry Mintzberg 5 P’s of strategy.
To this end they should NOT turn away any clients wanting to hire them while
establishing themselves and building capital.
I recommend they incorporate the Embrace, Extend and Extinguish strategy first
created by Microsoft in the 90’s.
 They should Embrace the common standard(the classical look) of what the client is
looking in regards to ideas and designs.
 This will be their short term to help build their reputation while building capital.
 Next they should Extend by filling in the bells and whistles (a slightly more edgy
design while still adhering to a classic look) of the projects.
 This will be their medium term to give the client more options and provide them with
ideas they did not know they wanted until it was presented.
 Now that they have proven themselves they move on to Extinguish.
 This long term step will not only help to extinguish their competition but will also allow
them to pick and choose which clients they want to work with

6. In conclusion….
It is my belief that following this guidelines will provide e-type with the
outlet to express themselves as the revolutionary company they are
striving to be while maintaining their sustainable competitive
advantage. One main reason this strategy will be successful is due to
applying a differentiation approach to not just their designs but also
how they interact with their clients.