I’ve written in the past about Senator Barack Obama and how his story is a great example of a brand that has created a Deeply Immersive Narrative Universe (DINU) that his supporters have not only bought into, but have contributed to. Here’s another great example. Look how the Obama logo has been modified for a whole host of interest groups. Here are a couple of diverse examples:
Whether you are a (L-R) Rebuplican, Environmentalist or of the Jewish faith, you can be part of the brand. This is a great lesson for marketers who have been conditioned to believe that the logo is sacred. What if Nike or Starbucks or Apple authorized consumers to create distinct versions of their logos?
I’m not suggesting this works for everyone. First, I think you have to have a very strong, iconic graphic. The Swoosh, Apple and Starbucks logos fit that bill. A weak or unestablished logo would not hold up to this. Secondly, you have to have a brand that truly stands for something. I think Google has done a terrific job in this area, always willing to play with the logo on their homepage. In fact, they have made that part of their brand identity. I like seeing what Google has done and always make sure to take a moment to look at their logo treatment for the day.
The bottom line: Give your consumers a chance to own your brand and make it theirs.