Campaign Context

Well, it’s officially election season.

The announcement of Hillary Clinton’s candidacy proved to be simultaneously predictable and provocative. Perhaps the only novel element of the Hillary brand took shape in a new campaign logo, which was heavily criticized within moments of being revealed.

Whether or not you think the logo is akin to a hospital sign or effectively communicates simplicity, the temptation to voice criticism proved irresistible for many.

“Graphic design criticism is now a spectator sport, and anyone can play.” -Michael Beirut, Pentagram

The massive scrutiny that the design inspired is actually an indicator of success that few companies achieve. Hillary’s personal brand rivals even the largest consumer products in scope. Although mostly negative, the attention the image garnered is nonetheless demonstrative of her widespread influence.

When it comes to marketing professional services, the context shifts. For better or for worse, everyone isn’t going to have something to say about your latest rebrand. This doesn’t mean that innovative marketing and sharp branding don’t provide value.

Creating an impactful brand image means setting realistic expectations. Without realistic strategy, all brands might aspire to be Apple. While admirable, pursuing such an aggressive strategy would jack up costs without guaranteeing results. Effective communications campaigns require long-term strategies that speak to your target audience.

We can’t all have the same influence as Hillary. But then again, we shouldn’t want to. After all, most brands last longer than even the most drawn out presidential campaign. How’s that for context?