Tuesday, May 02, 2006
The Corporate PowerPoint Template
“Can you make us a corporate PowerPoint Template with a little bitty white space in the lower right hand corner -- so as we can slap our company logo there? Because that is whut branding is all about. Slapping logos on stuff…”
Ummmmm…you do know that your corporate PowerPoint presentation is not a cow, right? You don’t just slap a logo on it and declare it branded.
“And hey, here’s our 198-page brand guide, so as you can design us a blue PowerPoint template with the right amount of white space. And so as to pick a shade of blue that coordinates wit our logo and stuff.”
Hmm. And you do know your logo is not your brand, right? Just so we’re clear? And that blue might not actually match the tone of the content or the intended mood you want to elicit from the audience? Good. Just so you know.
Can you make it just like you see on TV – like how the little network logo is always in the corner during the TV show?
Actually, you see that little logo when networks air TV shows that don’t meet any brand standard other than “cheap to produce”. After all, one cheaply produced network show looks just like another network’s cheaply produced show. But when networks provide programming consistent with a real brand standard, they don’t need a logo for their audience to identify which channel they are watching.
Or how about making the little logo in the corner morph into an unexpected animation that hypes some of our other products, just like on some of them there basic cable stations. That would be cool.
Interesting. You want your limited screen real estate to be taken over by a message that has nothing to do with your content. Just so we’re clear? You want to interrupt your carefully crafted content, dissipate your message, and erode your brand?
Well, that’s whut everyone else is doing.
So you don’t have a real brand standard or want to develop a real brand image. And you don’t want to stand out from your competitors. Cheap and generic: that’s what you’re going for.
As long as we’re clear. Here you go:
Now of course, the above conversation would never happen. It's 2006, and MarCom managers and ad agencies know better than to recommend or create a standard corporate PowerPoint template as part of their business system.
Or do they? ¶ 5/02/2006 04:06:00 PM
“Can you make us a corporate PowerPoint Template with a little bitty white space in the lower right hand corner -- so as we can slap our company logo there? Because that is whut branding is all about. Slapping logos on stuff…”
Ummmmm…you do know that your corporate PowerPoint presentation is not a cow, right? You don’t just slap a logo on it and declare it branded.
“And hey, here’s our 198-page brand guide, so as you can design us a blue PowerPoint template with the right amount of white space. And so as to pick a shade of blue that coordinates wit our logo and stuff.”
Hmm. And you do know your logo is not your brand, right? Just so we’re clear? And that blue might not actually match the tone of the content or the intended mood you want to elicit from the audience? Good. Just so you know.
Can you make it just like you see on TV – like how the little network logo is always in the corner during the TV show?
Actually, you see that little logo when networks air TV shows that don’t meet any brand standard other than “cheap to produce”. After all, one cheaply produced network show looks just like another network’s cheaply produced show. But when networks provide programming consistent with a real brand standard, they don’t need a logo for their audience to identify which channel they are watching.
Or how about making the little logo in the corner morph into an unexpected animation that hypes some of our other products, just like on some of them there basic cable stations. That would be cool.
Interesting. You want your limited screen real estate to be taken over by a message that has nothing to do with your content. Just so we’re clear? You want to interrupt your carefully crafted content, dissipate your message, and erode your brand?
Well, that’s whut everyone else is doing.
So you don’t have a real brand standard or want to develop a real brand image. And you don’t want to stand out from your competitors. Cheap and generic: that’s what you’re going for.
As long as we’re clear. Here you go:
Now of course, the above conversation would never happen. It's 2006, and MarCom managers and ad agencies know better than to recommend or create a standard corporate PowerPoint template as part of their business system.
Or do they? ¶ 5/02/2006 04:06:00 PM
