Comments on: Avid’s Smart New Brand http://smartblog.wordpress.com/2009/07/06/avids-smart-new-brand/ intelligent brand foundations Wed, 09 Dec 2009 19:18:43 +0000 http://wordpress.com/ hourly 1 By: Larry DeVincenzi http://smartblog.wordpress.com/2009/07/06/avids-smart-new-brand/#comment-3892 Larry DeVincenzi Tue, 14 Jul 2009 21:02:38 +0000 http://smartblog.wordpress.com/?p=844#comment-3892 Octavio, In my three years of blogging, your response has to be one of the very best I've received. Thanks so much for taking the time to comment. I'm a HUGE fan of CMB Partners, and honored you'd take the time to read my thoughts. Best... Larry Octavio,

In my three years of blogging, your response has to be one of the very best I’ve received. Thanks so much for taking the time to comment.

I’m a HUGE fan of CMB Partners, and honored you’d take the time to read my thoughts.

Best… Larry

]]> By: Octavio Sacasa http://smartblog.wordpress.com/2009/07/06/avids-smart-new-brand/#comment-3891 Octavio Sacasa Tue, 14 Jul 2009 18:48:05 +0000 http://smartblog.wordpress.com/?p=844#comment-3891 Larry, I think you hit the nail on the head with your last question. Avid approached developing the brand identity in a logical way. They first developed a strategic roadmap and began to make internal adjustments before rolling out the new brand identity. For example, I understand they've collapsed sales so it encompasses all brands now. Companies are often so gung-ho to launch a new campaign or identity that they seem to forget the importance of internal buy-in and alignment. Coincidentally, one of my colleagues today shared with me this article about Darden Restaurant Group (Owner of billion dollar brands; Olive Garden, Red Lobster, and Long-Horn Steakhouse) from Fast Company that speaks to organizationally managing a portfolio of brands: http://www.fastcompany.com/magazine/137/why-america-is-addicted-to-olive-garden.html The article compliments work we're currently doing for a client as well as a recently published article on the importance of internal branding: http://www.brandchannel.com/brand_speak.asp?bs_id=221 While Avid is on the right path, its customers are looking to them to walk the walk and deliver products that resonate with this new brand identity. So while I'd agree that it's not a rebranding, Avid has in effect set new expectations that it must now surpass in order to succeed. Octavio Sacasa CMG Partners Larry,

I think you hit the nail on the head with your last question.

Avid approached developing the brand identity in a logical way. They first developed a strategic roadmap and began to make internal adjustments before rolling out the new brand identity. For example, I understand they’ve collapsed sales so it encompasses all brands now.

Companies are often so gung-ho to launch a new campaign or identity that they seem to forget the importance of internal buy-in and alignment. Coincidentally, one of my colleagues today shared with me this article about Darden Restaurant Group (Owner of billion dollar brands; Olive Garden, Red Lobster, and Long-Horn Steakhouse) from Fast Company that speaks to organizationally managing a portfolio of brands: http://www.fastcompany.com/magazine/137/why-america-is-addicted-to-olive-garden.html

The article compliments work we’re currently doing for a client as well as a recently published article on the importance of internal branding: http://www.brandchannel.com/brand_speak.asp?bs_id=221

While Avid is on the right path, its customers are looking to them to walk the walk and deliver products that resonate with this new brand identity. So while I’d agree that it’s not a rebranding, Avid has in effect set new expectations that it must now surpass in order to succeed.

Octavio Sacasa
CMG Partners

]]> By: Jennifer J http://smartblog.wordpress.com/2009/07/06/avids-smart-new-brand/#comment-3889 Jennifer J Tue, 07 Jul 2009 01:15:34 +0000 http://smartblog.wordpress.com/?p=844#comment-3889 Very true! Very true!

]]> By: Larry DeVincenzi http://smartblog.wordpress.com/2009/07/06/avids-smart-new-brand/#comment-3887 Larry DeVincenzi Tue, 07 Jul 2009 00:47:17 +0000 http://smartblog.wordpress.com/?p=844#comment-3887 Jennifer... I think you'd be pleased to discover that the functionality of Final Cut is very similar to that of AVID from your time on that system. I owned an AVID system back then, and we were paying something silly like $4-6K for a whopping 30 Gigabites of storage. Time has changed the technology...but not the talent to drive the system! Jennifer… I think you’d be pleased to discover that the functionality of Final Cut is very similar to that of AVID from your time on that system. I owned an AVID system back then, and we were paying something silly like $4-6K for a whopping 30 Gigabites of storage. Time has changed the technology…but not the talent to drive the system!

]]> By: Jennifer J http://smartblog.wordpress.com/2009/07/06/avids-smart-new-brand/#comment-3886 Jennifer J Tue, 07 Jul 2009 00:36:58 +0000 http://smartblog.wordpress.com/?p=844#comment-3886 I was an AVID editor from 1999-2002. I found that at that time, it was a specialized skill. It was a very expensive system that was really only used by major companies who could afford it. Then Final Cut became available on a consumer level, and everyone was an editor. I never learned the consumer level editing software and now feel that I should have! I was an AVID editor from 1999-2002. I found that at that time, it was a specialized skill. It was a very expensive system that was really only used by major companies who could afford it. Then Final Cut became available on a consumer level, and everyone was an editor. I never learned the consumer level editing software and now feel that I should have!

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